In the digital age, the effect of mobile advertising cannot be ignored. The purpose of the current research is to explore effects of mobile advertisements on persuasion. The theoretical foundations draw on the AIDA (Attention, Interest, Desire, Action) formula. One scenario, room decoration, was created for a two (type of mobile ads: SMS vs. MMS) x two (Interactive feature: with interactivity & without interactivity) x two (customized feature: with customization & without customization) between-subject design. Results showed that 1) mobile phone users exhibited more attention, interest, desire and more favorable attitudes towards the brand and the advertisement, as well as greater intention to purchase the product when exposed to MMS than when exposed to SMS; 2) mobile phone users were more likely to have greater interest and more favorable attitudes for the ad when the message is interactive than when the message is not.
中文關鍵詞
互動性、行動廣告、多媒體簡訊服務、客製化、純文字 簡訊服務
英文關鍵詞
Interaction, Mobile Advertising, MMS, Customization, SMS