运用创新抵制理论探究多媒体行动广告之发展困境.pdfVIP

(Short Message Service; SMS) (3G B3G) SMS 1 Examining the dilemma of developing mobile multimedia advertising by adopting innovation resistance theory Peng-Ting Chen Jian-Hung Chen Shu-Chen Guo Department of Business Administration, I-Shou University Abstract With the increasing penetration rate of mobile phone, mobile phones have become personal devices for consumers. Thus, such information transmission through personal mobile devices has been regard as an important channel by advertisers. However, due to the limitation of bandwidth in early mobile advertising, short message services (SMS) can only be sent by text messages. In addition, early SMS often cause antipathy because the content of messaging was not design personalized to match consumer’s need. With the development of 3G and B3G, the increase of bandwidth showed the opportunities to advertisers to provide more creative and richer personalized mobile multimedia advertisements to consumers in appropriate time, as the purposes of raising benefit of advertisements, raising consumers’ satisfaction, and increasing the return of investment (ROI). Yet, nowadays, consumers apply SMS messages rather than MMS messages. Therefore, innovation resistance theory is applied to discover the factor of advertisers and consumers accepting mobile multimedia advertising. Furthermore, the corresponding marketing strategy are presented in the end to reduce the perceptions betwe