The study of value model of mobile advertisement based on analysis of users' attitude

摘要

Mobile advertisement is billing information disseminated by mobile media, which aims to sale products and service by influencing users' attitude, intention and behavior. In this paper, the mobile advertisement refers to the advertisements sent to consumers'cellphones in the form of Short Message, which broadly exists in mobile marketing. With the rapid rise of the mobile internet business, mobile advertisement will certainly be a powerful tool in mobile marketing. However, few research articles reveal the factors valued mostly in the mobile advertisement, which not only impedes the development of mobile advertisement, but also goes against to form the value chain of the mobile business. Thus, this paper establishes value model of mobile advertisement, analyzes and tests the effect of each factor which affects the value of mobile advertisement. The results show that reliability influences the value of mobile advertisement mostly. Advertisements with high sending frequency and advertisements without permission will make the value of mobile advertisement decrease.