Association Between the Core Combination of Mobile Advertising Retrieval Cues and Product Purchase Decisions

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题名:	Association Between the Core Combination of Mobile Advertising Retrieval Cues and Product Purchase Decisions
其它题名:	行動廣告檢索指引之核心組合與產品購買決策關聯性
作者:	Chou, Chien-Heng Jen, Li-Chung Li, Shu-Yu
贡献者:	國際企業管理學系
关键词:	advertising retrieval cues core-periphery model similarity measurement
日期:	2022
上传时间:	2023-03-23 11:23:04 (UTC+8)
摘要:	廣告是刺激消費者潛在需要與慾望來源之一，如何吸引消費者注意力，促進顧客之產品購買決策，藉以得出廣告利基點，儼然成為一種新的商業價值，亦為互聯網成功模式的關鍵。為此，本研究運用社會網絡核心邊陲模型（core-periphery model）建立行動廣告檢索指引之核心組合，延伸過去相似性衡量（similarity measurement）方法以瞭解產品購買決策之關聯性。結果顯示消費者對行動廣告產品購買決策之高度核心為美食餐券、手機產品及旅遊產品，可強化與產品購買決策之關係，而中介中心性為美食餐券，引導著行動廣告檢索流通之產品線索，對於企業與平臺管理者策劃廣告與資源配置，提供潛在產品特徵與市場覆蓋率的實質途徑，延伸產品供應鏈品質管理系統之資源整合，將會有助於拓展行動廣告業傳播策略以及企業協作價值鏈之創新。 Advertising stimulates the potential needs and desire of consumers. Therefore, how consumers' attention can be attracted so as to prompt them to make product purchase decisions and thus identify a niche of advertising has become a new business value and the key to successful Internet models. Accordingly, this study used a core-periphery model for social networks to establish the core combination of mobile advertising retrieval cues and extended similarity measures that have been adopted by previous studies to reveal the association between mobile advertising and product purchase decisions. The results showed that, regarding consumers' purchase decisions for products promoted with mobile advertising, food vouchers, mobile phone products, and travel products were in the core and enhanced the relationship between mobile advertising and product purchase decisions. Having the highest betweenness centrality, food vouchers guided product cues circulating in mobile advertising. This study provided practical approaches to identifying potential product characteristics and determining market coverage for businesses and platform managers to design advertising, allocate resources, and coordinate resources in the quality management system of a product supply chain. Accordingly, the study results may be conducive to expansion of communication strategies in the mobile advertising industry as well as innovation of the value chain of business collaboration.
關聯:	Journal of Quality卷 29, 期 2, 頁 118 - 135 2022
显示于类别:	[企業管理學系暨國際企業管理研究所] 期刊論文

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