http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
Customers’ Intrinsic and Extrinsic Motivations in Mobile Advertising
Alma Mehanovic,Maricela Martinez,Hanin Almuzaini,Sua Jeon 전남대학교 생활과학연구소 2019 生活科學硏究 Vol.29 No.1
Based on the two theories brand equity and theory of reasoned action it has been statistically proven that customers intrinsic and extrinsic motivations lead to intention to buy and brand loyalty when viewing a mobile advertising. There are 5 factors that were tested to see if this is true. Based on the literature review these 5 consist of (1) personalization, (2) informative-ness, (3) social influence, (4) attractiveness, and (5) entertainment. The first 3 were tested in response to intention to buy and the last two were tested for brand loyalty. Based on previous research from the literature review there were about 50 questions that were asked in the survey that pertained to the 5 listed factors. By using the Likert scale along with demographics questions, we were able to come up with nominal, ordinal, interval, and ratio questions when put into the SPSS system. From the results, there were 150 participants who responded to the survey via Qualtrics out of all the participants only 90 were tested who were Millennials. There were some interesting results that were gathered we found that males have a more favorable attitude towards advertising such as finding the ads more enjoyable and humorous. This was also found to be true in Wolin (2016) article that is a part of our literature review. However, this study discovered that women purchase more than men when it comes too mobile advertising.