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Consumer Insights on Wireless Ads in i-Mode by نائلة درويش is a document available to read on EtoBox.

What is Consumer Insights on Wireless Ads in i-Mode about?

This document summarizes a study that aims to 1) identify relationships between factors that influence attitudes and intentions regarding wireless banner ads using structural equation modeling, 2) classify distinct user groups via cluster analysis, and 3) examine if the model operates consistently across groups via multigroup analysis. The study focuses on Japanese mobile internet (i-mode) users and analyzes data on perceptions of banner ads on i-mode sites like "Tokusuru Menu", one of the most popular dest

Author

نائلة درويش

Language

EN