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Analisis variabel-variabel yang mempengaruhi penerimaan konsumen akan iklan dalam aplikasi Smartphone
Emerging smartphones applications provide new opportunitiy in advertising called in-app advertising which is rapidly growing. Nevertheless,consumers acceptance of this type of advertising is still unclear. This study investigates influence of utility, contextual utility, control, sacrifice, and trust, toward consumers? acceptance of in-app advertising. This study found that utility and trust possitively influence consumers? willingness to accept in app advertising. On the other hand, control is found to negatively influence consumer willingness to accept in app advertising. Contextual utility and sacrifice have no influence on consumers acceptance. This study suggests advertisers to make their ads more informative and attractive, and the need of increasing consumer trust toward mobile operator, advertiser, and law.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8398 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Ekstensi Manajemen, Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Promotion Advertising Mobile advertising Consumer acceptance |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 74 p., 30 p. : diagr. ; 30 cm & lamp. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |