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標題: The Impact of Mobile Advertising on Strengthening the Relationship Quality with Customers
作者: 何彥禛
Yen-Chen Ho
關鍵字: 行動廣告;關係品質;消費者態度;Mobile Advertising;Relationship Quality (RQ);Customer Attitude
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Purpose –With the advent of the generation of mobile internet, the enterprise can deliver their advertisements to the consumers through the mobile devices immediately. For this reason, many enterprises start to develop the mobile advertising actively, in order to get more benefits from increased relationship quality with their customers. However, consumers will have concerns about mobile advertising due to the irritation and credibility issues. Therefore, this paper is trying to explore the mediating role Relationship Quality (RQ) plays in the mobile advertising context and determine how mobile advertising strengthens the relationship quality with customers. This paper aims to aid the advertiser to understand the consumers' attitudes toward mobile advertising and thereby help the advertiser to make an effective marketing strategy.
Design/methodology –The research of this paper is based on reviewing and integrating the past literatures of mobile advertising, and combined with the Relationship Quality (RQ), to propose the research framework along with related hypotheses. We are going to send the questionnaires to the consumers who have experienced the mobile advertising and then collect the questionnaires. Finally, we will analyze the feedback to verify each hypothesis.
Originality/value –Based on the final result, we can realize interactivity, and personalization are important factor to affect relationship quality with customers. The result provides the meaningful information to mobile advertisers. It could help mobile advertisers take appropriate advertising campaigns to strengthen the relationship quality with customers.

目的 - 隨著行動網路時代的來臨,廣告業者能透過行動裝置即時地傳遞行動廣告內容與訊息給消費者,進而帶來龐大的商機,因而許多產業的業者紛紛積極地投入預算於行動廣告。然而,礙於行動廣告可能對消費者造成干擾以及部分消費者目前對於行動廣告仍然抱持保留的態度,因此,本研究旨在探討行動廣告是否確實能影響業者與消費者之間關係的強化,幫助廣告業者了解消費者對於行動廣告的態度,進而做出有效地行動廣告行銷決策。
設計/方法 –本研究以回顧過去行動廣告相關文獻為基礎,包括行動廣告特有的互動性、個人化及適地性,並結合關係品質的概念,進而推導出研究架構並且提出相關假設,並以曾經接收行動廣告經驗者做為問卷訪查對象,進行問卷發放。在問卷回收之後,加以實證分析,驗證各項研究假設的相符程度。
創舉/價值 -本研究的檢測,可以發現行動廣告的特性是否影響強化顧客關係品質。除此之外,這項研究結果對於行動廣告業者是有益的,並有利於幫助廣告業者做出合適且有效的行動廣告決策。
其他識別: U0005-0607201512320000
Rights: 同意授權瀏覽/列印電子全文服務,2018-07-13起公開。
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