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研究生：	畢安佳 Byambajargal, Chuluunbaatar
論文名稱：	A Study of Mongolian Mobile Phone Users Attitude toward LBA (Location-based Advertisement) A Study of Mongolian Mobile Phone Users' Attitude toward LBA (Location-based Advertisement)
指導教授：	陳正忠 Chen, Jengchung
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士班 Institute of International Management (IIMBA--Master)
論文出版年：	2009
畢業學年度：	97
語文別：	英文
論文頁數：	67
外文關鍵詞：	Ad format, Attitude toward location-based advertisement, Attitude toward the brand, Privacy, Credibility, Product involvement, Location-based advertising
相關次數：	點閱：102 下載：0
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The purpose of this study is to find out the characteristics of the location-based advertisement that mobile phone users prefer. Four factors studied in this research are ad format, product involvement, privacy and credibility. Experiment was conducted in Mongolia, including 464 staffs of MobiCom corporation, the largest mobile phone operator in the country. Experiment process starts with sending location sensitive advertisement to participants’ mobile phones during working hour and then asked them to answer online questionnaire. And through the questionnaire, respondent’s attitude toward the LBA and attitude toward the brand were measured. Data analysis show that animated LBA, foreign brand advertised through LBA, and less personal information embedded ad message lead to more positive attitude toward the LBA which has a positive effect on attitude toward the brand.

ACKNOWLDGEMENTS.............................................................................................I
ABSTRACT..................................................................................................................II
TABLE OF CONTENTS.............................................................................................III
LIST OF TABLES.......................................................................................................VI
LIST OF FIGURES...................................................................................................VII
CHAPTER ONE INTRODUCTION.............................................................................1
1 Research Background.......................................................................................1
2 Research Objectives and Contributions...........................................................5
3 Research Project and Scope of Study...............................................................5
4 Research Procedure..........................................................................................6
5 The Structure of the Study................................................................................8
CHAPTER TWO LITERATURE REVIEW.................................................................9
1 What is LBA?...................................................................................................9
2 Types of Ad Format........................................................................................11
2.1 Dual Coding Theory...............................................................................13
2.2 Motion Effect Theories...........................................................................14
3 Types of Product.............................................................................................14
3.1 Elaboration Likelihood Model................................................................15
4 Information Privacy........................................................................................16
4.1 Theory of Reasoned Action.....................................................................17
5 Trust................................................................................................................18
6 Mongolians.....................................................................................................19
6.1 Brief Introduction to Mongolia...............................................................19
6.3 National Identity.....................................................................................19
7 Attitude toward the LBA................................................................................20
8 Attitude toward the Brand..............................................................................22
8 Interrelationship among Research Constructs................................................22
8.1 Relationship between Types of Ad Format and Mobile Phone User’s Attitude....................................................................................................22
8.2 Relationship between Types of Product and Mobile Phone User’s Attitude....................................................................................................23
8.3 Relationship between Information Privacy and Mobile Phone User’s Attitude....................................................................................................24
8.4 Relationship between Trust and Mobile Phone User’s Attitude.............26
8.5 Relationship between Attitude toward the LBA and toward the Brand..27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY......................28
1 Research Design.............................................................................................28
2 Stimuli Development and Control Variables..................................................30
3 Manipulation Check.......................................................................................32
4 Experimental Procedures................................................................................32
5 Sampling Plan................................................................................................33
6 Measures of Dependent Variables and Respondents’ Personal Information..33
6.1 Attitude toward LBA...............................................................................33
6.2 Attitude toward the Brand.......................................................................34
6.3 Personal Information of Respondents....................................................34
7 Data Analysis Procedure................................................................................34
7.1 Descriptive Statistic Analysis..................................................................34
7.2 Factor Analysis.......................................................................................35
7.3 Reliability Analysis.................................................................................35
7.4 Multivariate Analysis of Variance (MANOVA).......................................35
7.5 Regression Analysis................................................................................36
CHAPTER FOUR DATA ANALYSIS.......................................................................37
1 Descriptive Analysis.......................................................................................37
1.1 Data Collection.......................................................................................37
1.2 Characteristics of Respondents..............................................................37
1.3 Measurement Results for Relevant Research Variables..........................38
2 Manipulation Check of Product Involvement in Main Experiments.............40
3 Reliability Test................................................................................................41
3.1 Attitude toward the LBA and Attitude toward the Brand........................41
4 Analysis of Variance among Research Variables............................................43
5 Regression Analysis for the Relationship between Dependent Variables......46
6 Analysis of Covariance for Demographic Factors.........................................47
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS......................................49
1 Research Conclusion......................................................................................49
2 Research Discussion and Implications...........................................................50
3 Research Limitations and Future Directions..................................................54
REFERENCES............................................................................................................56
APPENDICES.............................................................................................................62
Appendix-1: Questionnaire for Experiment (Low Involvement Product)...........62
Appendix-2: Questionnaire for Experiment (High Involvement Product)...........65
                                    

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