關鍵字查詢 | 類別:期刊論文 | | 關鍵字:Consumer attitudes and interactive digital advertising

[第一頁][上頁]1[次頁][最末頁]目前在第 1 頁 / 共有 01 筆查詢結果
序號 學年期 教師動態
1 97/2 管科系 陳水蓮 教授 期刊論文 發佈 Consumer attitudes and interactive digital advertising , [97-2] :Consumer attitudes and interactive digital advertising期刊論文Consumer attitudes and interactive digital advertisingCheng, Julian Ming-sung; Blankson, Charles; Wang, Edward Shih-Tse; Chen, Lily Shui-Lien淡江大學管理科學學系Oxfordshire: World Advertising Research Center Ltd.International Journal of Advertising 28(3), pp.501-525This research examines consumer attitudes towards four sub-types of interactive digital advertising: internet-based e- and email advertising, and mobile-phone-based SMS- and MMS-type advertising. The differences in attitudes among these four sub-types of interactive digital advertising are also compared. Data are collected from three universities in Taiwan. Data analysis extracts three attitudinal forms (common factors) towards interactive digital advertising, namely, ‘informative’, ‘entertaining’ and ‘irritating’. Consumer attitudinal forms towards e-advertising and MMS-type m-advertising are both similar and positive (i.e. informative and less irritating and entertaining). Th
[第一頁][上頁]1[次頁][最末頁]目前在第 1 頁 / 共有 01 筆查詢結果