基于允许的SMS广告价值分析：消费者感知视角  

Advertising Value Analysis of Permission-based Short Message Service： from the Consumer Perspective

作　　者：林红焱[1] 周星[1] 

机构地区：[1]厦门大学管理学院,厦门361005

出　　处：《现代广告》2014年第7期13-18,共6页Modern Advertising

摘　　要：移动网络技术的出现，让发送广告变得更加容易，为各广告公司提供了一个更为便捷的营销渠道。随着移动网络的普及，移动广告在形式、数量和范围等方面均呈现增长态势，这一现象引起了学者和营销经理们的关注。本文从消费者感知视角出发，结合用户与满足理论（U＆G），以基于允许的短信息服务（PBSMS）为例，构建了移动环境下消费者态度决定因素的概念模型，并通过实证分析，验证了模型的合理性。The emergency of mobile networks technology has made it easier to send the advertising to consumers, which also provided a more convenient marketing channel for the advertising companies. With the popularity of mobile networks, the mobile advertising shows a growing trend in the form, the number and the scope etc. It caused the more attention of the researchers and the marketing managers. From the perspective of consumer perception, this article combined with users and gratification theory （U ＆ G）, focusing on the permission-based short message service （PBSMS）, to build a determinants of consumer attitudes conceptual model in mobile environment. Through empirical analysis, verified the rationality of the model.

关 键 词：信息内容特征 广告价值 消费者态度 

分 类 号：F713.55[经济管理—市场营销]