店内移动广告对消费者购买意愿影响研究
发布时间：2023-06-15 21:17
智能手机已经成为我们生活中至关重要的一部分,作为一名私人助理,它帮助我们作为客户掌握日常任务(例如,移动设备一直是消费者的伴侣,它们在消费者的日常生活中扮演着越来越亲密的角色)。它们真正让消费者随时随地都能在无处不在的地方获得数字信息,这也意味着移动设备让营销人员能够更直接、更持续地接触消费者。由于消费者使用智能手机进行一系列活动,不仅仅是聊天或发短信,广告商也有了新的机会瞄准他们的通信。智能手机已经成为我们生活中至关重要的一部分,作为一名私人助理,它帮助我们作为客户掌握日常任务(例如,移动设备一直是消费者的伴侣,它们在消费者的日常生活中扮演着越来越亲密的角色)。它们真正让消费者随时随地都能在无处不在的地方获得数字信息,这也意味着移动设备让营销人员能够更直接、更持续地接触消费者。由于消费者使用智能手机进行一系列活动,不仅仅是聊天或发短信,广告商也有了新的机会瞄准他们的通信。基于位置的广告(LBA)不是一个完整的广告模式,它是一种策略,也可以看作是一种新的广告形式,同时也是基于位置的服务(LBS)的一部分。LBA可以将“移动广告”与“LBS”结合起来。它也可以被描述为“一种新的营销传播形...
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
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
结论
References
Appendix A
Appendix B
Acknowledgement
Publication
Resume
本文编号：3833687
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
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
结论
References
Appendix A
Appendix B
Acknowledgement
Publication
Resume
本文编号：3833687
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