A study of presentations of mobile web banners for location-based information and entertainment information websites

Rau, Pei-Luen Patrick; Chen, Jenwen; Chen, Duye

doi:10.1080/01449290500222009

Cited by 11 publications

(5 citation statements)

References 6 publications

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“…Advertising attitude has an impact on brand attitude, as well as on purchase intention Brown and Stayman (1992) Although advertising attitude has an impact on brand attitude, it has a stronger impact on brand attitude formation Izquierdo-Yusta et al (2015) In regards to mobile advertising attitude, purchase intentions are different according to the consumers' mobile internet experiences Muk and Chung (2015) Consumers in the USA and in South Korea have different advertising attitudes toward mobile advertisement Brand attitude Dodds et al (1991) Brand attitude has a positive (+) impact on the quality of products/ services and a positive (+) impact on purchase intention Haugtvedt and Petty (1992) Brand attitude is an important factor for decision making according to its emphasis and is thus the primary means in competition Low and Lamb Jr (2000) The reaction to the brand that has developed in a positive direction through experiences leads to a preference for that brand Pagla and Brennan (2014) The development of brand attitude is impacted by age: younger people have higher purchase intention for products/services when brand attitude is positive advertising channel has changed from paper advertising to online advertising (Newman et al, 2004;Rau et al, 2006). Unlike non-mobile advertising, mobile advertising can utilize a variety of features provided by apps and smartphones, and thus can entertain consumers more thoroughly (Charlesworth, 2009;Oulasvirta et al, 2012;Yang et al, 2013;Kim and Han, 2014).…”

Section: Research Hypotheses 31 Generalized Advertisingmentioning

confidence: 99%

The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising

Lee

Yang

2017

IMDS

161

116

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Purpose The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media. Design/methodology/approach This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling. Findings The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch. Originality/value These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

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Section: Research Hypotheses 31 Generalized Advertisingmentioning

confidence: 99%

The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising

Lee

Yang

2017

IMDS

161

116

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“…Various dimensions to user satisfaction such as user interface, variety of information, community, online reservations, entertainment, irritation, and credibility, have been identified (Wan 2002;Brackett & Carr, 2001;Rau et al, 2006;Robin et al, 2004). Nowadays, website should do much more.…”

Section: Web Designmentioning

confidence: 99%

Evaluation of Key Success Factors for Web Design in Taiwan’s Bike Case Study

Lai¹,

Huang²,

Siang³

et al. 2020

JAFEB

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Global warming awareness through energy conservation is growing due to the regulatory policies issued by governments and voluntary organization that established carbon emission limits. Transportation is one of the major contributors to carbon emissions. Bike will be simultaneously saving money, getting fit and helping to reduce global warming. Web design has been identified as a key factor for the acceptance and success of the websites and electronic commerce. The purpose of this research is to investigate the effective implementation of the proposed Analytic Hierarchy Process (AHP) technique on a bike case study whose company (Bike Company) is involved in web design for a critical component in the demonstration. Survey research used a variety of data collection methods, with the most common being questionnaires and interviews of some exporters. The research results reveal that the top five key success factors are Good reputation, Transaction security, Ease of use, Promotion, and Diversified choices, which provide the guidelines and directions for decision-makers to design effective websites in the current competitive business scenario. The major findings of this study are suggesting that Internet marketing channels are securing the company's relevance, together with paving the way for methods to increase web traffic.

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“…Evidence suggests that these elements can increase responses to mobile ads (Rau et al, 2006), although animation may not increase memory for Internet ads (Bayles, 2002). While such attention-grabbing devices could annoy users, they may be less annoying than presenting interstitial mobile ads.…”

Section: Implications For Designing Mobile Adsmentioning

confidence: 99%

“…One method for increasing user attention to Part-screen ads embedded in text is to incorporate attractive display elements into the ads, such as bright colors, unusual graphics or animation. Evidence suggests that these elements can increase responses to mobile ads (Rau et al, 2006), although animation may not increase memory for Internet ads (Bayles, 2002). While such attention-grabbing devices could annoy users, they may be less annoying than presenting interstitial mobile ads.…”

Section: Implications For Designing Mobile Adsmentioning

confidence: 99%

The Effect of Mobile Advertising Presentation Parameters on Brand Memory

Hurwitz

2009

Proceedings of the Human Factors and Ergonomics Society Annual

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One problem in mobile advertising is how to design ads that are impactful but not intrusive. One way to lower intrusiveness would be to present smaller ads, which is particularly relevant given the smaller screens on mobile devices. However, one consequence of smaller ads could be reduced ad effectiveness. The current study investigated the effects of ad size and positioning on recognition memory for brands that were advertised in a simulated mobile news service. The results showed that recognition memory was significantly greater for brands advertised in full-screen ads than for those advertised in part-screen ads, but only when the part-screen ads were embedded in the text of a news article. This result occurred even though the average exposure times were longer for the embedded part-screen ads. This suggests that there was reduced encoding of ad attributes due to competition from the text of the news articles.

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A study of presentations of mobile web banners for location-based information and entertainment information websites

Cited by 11 publications

References 6 publications

The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising

The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising

Evaluation of Key Success Factors for Web Design in Taiwan’s Bike Case Study

The Effect of Mobile Advertising Presentation Parameters on Brand Memory

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