Effects of mobile advertisement and advertisement involvement on purchase intention in tourism industry
The changes of social environments have tourism businesses encounter distinct pressure that the business performance becomes more important. Enhancing visitorsPurchase Intention therefore becomes a key item for tourism businesses Mobile Advertisement strategy with limited costs to stimulate a consumers Purchase Intention in the market. With online questionnaire survey, the users of TraNews/TTNews are sampled. Total 800 copies of questionnaires are distributed and collected, and 488 valid copies are retrieved, with the retrieval rate 61% Each retrieved copy is regarded as a valid sample in this study. The research results reveal 1. partially effects of Advertisement Involvement on Mobile Advertisement, 2. effects of Advertisement Involvement on Purchase Intention, 3. significantly positive effects of Mobile Advertisement on Thinking of purchase in Purchase Intention, 4. partially remarkably positive effects of Mobile Advertisement on Willing to purchase in Purchase Intention, and 5. notably positive effects of Mobile Advertisement on Recommending for others in Purchase Intention.