The impact of formats and interactive modes on the effectiveness of mobile advertisements

被引：9

作者：

Su, Kuo-Wei ^{[1
]}

Huang, Po-Hsin ^{[2
]}

Chen, Po-Hung ^{[1
]}

Li, Ya-Ting ^{[1
]}

机构：

[1] Nation Kaohsiung First Univ Sci & Technol, Dept Informat Management, Kaohsiung, Taiwan

[2] Natl Tsing Hua Univ, Dept Ind Engn & Engn Management, Hsinchu, Taiwan

来源：

JOURNAL OF AMBIENT INTELLIGENCE AND HUMANIZED COMPUTING | 2016年 / 7卷 / 06期

关键词：

ANOVA; Mobile advertising; Interactive mode; Advertising effectiveness; AIDA model;

D O I：

10.1007/s12652-016-0343-x

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

Mobile advertising researchers have suggested that the advertising effect is caused by the advertising features. However, research on mobile advertising effectiveness is scant. This article explores advertising formats and interactive modes related to the effectiveness of advertising by adopting the attention, interest, desire and action (AIDA) model. This utilized an experimental procedure and questionnaire. The analysis of variance (ANOVA) results showed a significant format and interactive mode effect, but no interaction between the format and interactive modes. Moreover, rich media showed higher advertising effectiveness than the dynamic banner. The playfulness interactive mode was better than user control and connectedness on advertising effectiveness. In conclusion, this study provided results that promote consumer's willingness to buy. Rich media and playfulness interactive advertising modes should be adopted.

引用

页码：817 / 827

页数：11

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