The Attributes Of Advertising Impact On The Consumers' Attitude Based On Mobile

A lot of scholars have done researches on consumers' attitude toward traditional advertising forms in the existing literature. The high penetration of the mobile market provides the chance for the improvement of the mobile advertising. However, in the existing literature few researches on consumers' attitude toward the mobile advertising exist. Since the deficiency of the existing researches, we are trying to construct the model to clarify the effect of the advertising attributes on the consumers' attitude based on the mobile phones. By constructing the theory model,we can understand the consumer preference and the effect of the attributes on the consumers' attitude. We are trying to make the theory contribution to the field of the advertising attitude and in the practice to offer guidance for the marketing staff.In order to achieve the purpose, firstly we review the existing researches on advertising attitude and the relevant factors based on mobile phones, and then we construct the theory model and put forward the research assumption: H1: The personalization of the mobile advertising has positive effect on the consumers' attitude toward mobile advertising. H2: The entertainment of the mobile advertising has positive effect on the consumers' attitude toward mobile advertising. H3: The credibility of the mobile advertising has positive effect on the consumers' attitude toward mobile advertising. H4: The irritation of the mobile advertising has negative effect on the consumers' attitude toward mobile advertising. In order to prove the hypotheses, we design the questionnaire based on the previous data including the descriptive analysis,reliability and validity analysis,correlation and regression analysis. After the data analysis we make the conclusion. Consumers' attitude toward mobile advertising still is negative. Except the irritation of the mobile advertising has negative effect on the consumers' attitude, the effects of the rest attributes are positive in which the personalization influces most, and then is the credibility,irritation and entertainment.In the marketing activity, the firm should pay more attention on the customer needs to obtain competitive advantage and seek the way of satisfying consumer needs from their view to improve the satisfaction and build the customer relationships. By establishing this meaningful one-to-one relationship, we can realize the customer loyalty (Riecken 2000). In order to gain a competitive advantage, the enterprise needs to use the technology to provide real-time personalized marketing (Greer T.H. & M.B. Murtaza 2003). In addition, the marketing staff should improve the consumers' whole perception on the truth and reliability of the advertising. Consumers prefer the reliable channel of receiving messages. Consumers will take the disturbed,offensive,rude advertising as the offending advertising(Ducoffe, R.H. 1996).When using intrusive tactics to attract consumers, the firm often offend consumers (Zhang, P. 2000) and lead to consumers' opposed emotion. The firm also should note that when implementing mobile advertising marketing they should consider the consumers' emotion.Alough all the hypotheses have been proved and we draw the conclusion, the paper still exist some deficiencies. Firstly, because of the limitation of the time and the author's ability, I haven't studied all the literature about the field of the paper. Secondly, the questionnaire is based on the maturity scales, but since lack of the money and time we collect data from the college students. Alough this group is the target customers, the samples can't avoid the deficiencies to some extent because the group can't represent all the people receive the mobile advertising. Thirdly, after collecting the data, 203 effective samples are obtained. The sample is so limited and maybe it can lead to the bias of the data analysis. Lastly, the focus of this paper is the message advertising, but with the development of the technology, we also should consider the other forms of the mobile adverting. I hope that the researchers can collect more samples and pay more attention on the new forms of the mobile advertising to test the conclusion of the paper and rich the theory.