東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Generation Y attitudes toward mobile...

Koo, Wanmo.

FindBook

Google Book

Amazon

博客來

Generation Y attitudes toward mobile advertising: Impacts of modality and culture.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Generation Y attitudes toward mobile advertising: Impacts of modality and culture./
作者:	Koo, Wanmo.
面頁冊數:	103 p.
附註:	Source: Masters Abstracts International, Volume: 49-03, page: .
Contained By:	Masters Abstracts International49-03.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1487269
ISBN:	9781124365022

Generation Y attitudes toward mobile advertising: Impacts of modality and culture.
Koo, Wanmo.

Generation Y attitudes toward mobile advertising: Impacts of modality and culture. - 103 p.

Source: Masters Abstracts International, Volume: 49-03, page: .

Thesis (M.S.)--University of North Texas, 2010.

Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising.

ISBN: 9781124365022Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Generation Y attitudes toward mobile advertising: Impacts of modality and culture.
LDR:01784nam 2200301 4500 001 1395733
005 20110520122437.5
008 130515s2010 ||||||||||||||||| ||eng d
020 $a 9781124365022
035 $a (UMI)AAI1487269
035 $a AAI1487269
040 $a UMI $c UMI
100 1 $a Koo, Wanmo. $3 1674457
245 1 0 $a Generation Y attitudes toward mobile advertising: Impacts of modality and culture.
300 $a 103 p.
500 $a Source: Masters Abstracts International, Volume: 49-03, page: .
500 $a Adviser: Dee K. Knight.
502 $a Thesis (M.S.)--University of North Texas, 2010.
520 $a Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising.
520 $a Results indicate that entertainment, informativeness, irritation, and credibility are determinants of attitudes toward apparel mobile advertising, and attitudes can explain behavioral intention at least in part. Perceived entertainment is different between SMS and MMS apparel mobile advertising, and perceived entertainment, informativeness, irritation, and credibility are different between U.S. and Korea participants.
590 $a School code: 0158.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Sociology, Theory and Methods. $3 626625
650 4 $a Mass Communications. $3 1017395
690 $a 0338
690 $a 0344
690 $a 0708
710 2 $a University of North Texas. $3 1017396
773 0 $t Masters Abstracts International $g 49-03.
790 1 0 $a Knight, Dee K., $e advisor
790 $a 0158
791 $a M.S.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1487269