期刊論文

標題 Consumer attitudes and interactive digital advertising
學年 97
學期 2
出版(發表)日期 2009/07/01
作品名稱 Consumer attitudes and interactive digital advertising
作品名稱(其他語言)
著者 Cheng, Julian Ming-sung; Blankson, Charles; Wang, Edward Shih-Tse; Chen, Lily Shui-Lien
單位 淡江大學管理科學學系
出版者 Oxfordshire: World Advertising Research Center Ltd.
著錄名稱、卷期、頁數 International Journal of Advertising 28(3), pp.501-525
摘要 This 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). Their attitudinal forms towards email advertising and SMS-type m-advertising are less positive (more irritating and less informative and entertaining). furthermore, the three attitudinal forms towards the four sub-types of interactive digital advertising are compared. Consumer ‘informative’ and ‘entertaining’ attitudinal forms towards e-advertising and MMS-type m-advertising are similar, while their attitudinal forms towards email advertising and SMS-type m-advertising are equal and lower than towards the previous two sub-types of interactive digital advertising. As for the ‘irritating’ attitudinal form, consumers feel more ‘irritated’ towards email advertising and SMS-type m-advertising, while their attitudinal forms towards e-advertising and MMS-type m-advertising are equal and less irritated.
關鍵字
語言 英文
ISSN 0265-0487
期刊性質
收錄於 SSCI
產學合作
通訊作者
審稿制度
國別 英國
公開徵稿
出版型式 紙本