earticle

영어

This study is aiming to develop a successful advertising strategy on mobile rich-media. First, the mobile rich-media advertisement’s attributes could be categorized into five factors; personalization, informativeness, interactivity, credibility, and entertainment. Thus, based on the existing researches regarding attitudes toward mobile advertising, a questionnaire was constructed to illustrate the factors influencing consumers’ attitudes toward mobile rich-media advertisements. The major findings indicate that first, mobile rich-media advertisement’s some attributes have positively affected customers’ attitude toward exposed advertisement and the brand. Also, the high level consumers’ impulse buying tendency has moderating effect between brand attitude and purchase intention. Implications of the study and suggestions for the further studies are also presented in the chapter of discussion and conclusion.