Abstract
The maturity of mobile broadband technology promotes the mobile advertising as an important personalized adverting media. This study explored the relative importance of the key factors of the personalized mobile advertisement and the suitability for product characteristics. Through literature review and practical case studies, this research identified important factors in designing a personalized mobile advertising message. This research employed the key personalized mobile advertising factors identified by fuzzy Delphi method to evaluate the relative importance of the factors and product characteristics. By using MCDM (Multi-Criteria Decision Making) research method, our research found that price and promoting are the most important factors for designing personalized mobile advertisement. Comparing with service, physical product is better suited for mobile advertising approach. This research aims to help players in the mobile advertisement value chain to enhance consensus in establishing a collaboration model.
| Translated title of the contribution | The Evaluation of the Design Factors of the Personalized Broadband Mobile Advertisement |
|---|---|
| Original language | Chinese (Traditional) |
| Pages (from-to) | 57-88 |
| Number of pages | 32 |
| Journal | 電子商務學報 = Journal of E-Business |
| Volume | 15 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2013 Mar 1 |