發(fā)布時(shí)間：2023-06-15 21:17

　　智能手機(jī)已經(jīng)成為我們生活中至關(guān)重要的一部分,作為一名私人助理,它幫助我們作為客戶掌握日常任務(wù)(例如,移動(dòng)設(shè)備一直是消費(fèi)者的伴侶,它們?cè)谙M(fèi)者的日常生活中扮演著越來(lái)越親密的角色)。它們真正讓消費(fèi)者隨時(shí)隨地都能在無(wú)處不在的地方獲得數(shù)字信息,這也意味著移動(dòng)設(shè)備讓營(yíng)銷人員能夠更直接、更持續(xù)地接觸消費(fèi)者。由于消費(fèi)者使用智能手機(jī)進(jìn)行一系列活動(dòng),不僅僅是聊天或發(fā)短信,廣告商也有了新的機(jī)會(huì)瞄準(zhǔn)他們的通信。智能手機(jī)已經(jīng)成為我們生活中至關(guān)重要的一部分,作為一名私人助理,它幫助我們作為客戶掌握日常任務(wù)(例如,移動(dòng)設(shè)備一直是消費(fèi)者的伴侶,它們?cè)谙M(fèi)者的日常生活中扮演著越來(lái)越親密的角色)。它們真正讓消費(fèi)者隨時(shí)隨地都能在無(wú)處不在的地方獲得數(shù)字信息,這也意味著移動(dòng)設(shè)備讓營(yíng)銷人員能夠更直接、更持續(xù)地接觸消費(fèi)者。由于消費(fèi)者使用智能手機(jī)進(jìn)行一系列活動(dòng),不僅僅是聊天或發(fā)短信,廣告商也有了新的機(jī)會(huì)瞄準(zhǔn)他們的通信�；谖恢玫膹V告(LBA)不是一個(gè)完整的廣告模式,它是一種策略,也可以看作是一種新的廣告形式,同時(shí)也是基于位置的服務(wù)(LBS)的一部分。LBA可以將“移動(dòng)廣告”與“LBS”結(jié)合起來(lái)。它也可以被描述為“一種新的營(yíng)銷傳播形...

【文章頁(yè)數(shù)】：81 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
Chapter 1 Introduction
    1.1 Background of the study
        1.1.1 Problem Definition and Motivations
        1.1.2 Research Objectives
        1.1.3 Research Questions
    1.2 Research Purpose and Scientific Contribution
        1.2.1 Research Purpose and Significances
        1.2.2 Scientific and Theoretical Contributions
    1.3 Literature review
        1.3.1 Mobile Advertising
        1.3.2 Location based advertising
        1.3.3 Construal Level Theory
        1.3.4 In-store Advertising
        1.3.5 Analysis of literature review
    1.4 Structure of the thesis
Chapter 2 Theoretical Framework
    2.1 Relative theories
        2.1.1 Location based advertising (LBA)
        2.1.2 Construal Level Theory (CLT)
    2.2 Hypotheses and Research Model
        2.2.1 Main effect of temporal time on purchase intention
        2.2.2 Influence of variety of receivers on purchase intention
        2.2.3 Direct significant of type of information on purchase intention
        2.2.4 Interaction effects of temporal time and variety of receivers onpurchase intention
        2.2.5 Relationship of type of information and variety ofreceivers on purchase intention
        2.2.6 Perceived advantage of mobile coupon on purchase intention
    2.3 Summary
Chapter 3 Methodology
    3.1 Research Design
    3.2 Procedure
        3.2.1 Pilot Study
        3.2.2 Scenarios and collect data
        3.2.3 Participants and Measures
    3.3 Summary
Chapter 4 Results and Discussion
    4.1 Results
        4.1.1 Direct influence of temporal time, type of information and variety ofreceivers
        4.1.2 Significant of interaction effect
        4.1.3 Effects of the mobile coupon
    4.2 Additional Analyses
    4.3 Discussion
        4.3.1 Overview of the results
        4.3.2 Deep discussion
        4.3.3 Recommendation
    4.4 Summary
Conclusion
結(jié)論
References
Appendix A
Appendix B
Acknowledgement
Publication
Resume



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