Contextual mobile advertising, with the advantages of high interactivity and immersive experience, is the mainstream trend of future Internet advertising. Current studies have explored the benefits of contextual mobile advertising while lacking the analysis of contextual mobile advertising factors on consumer purchase intentions. This study investigates the mechanisms by which the characteristics of contextual mobile advertising evoke consumers' purchase intentions through advertising attitudes to reveal how extroversion and neuroticism in personal traits moderate the relationship between characteristics of contextual mobile advertising (...) and advertising attitudes. Based on a sample of 543 community residents with mobile shopping experience in China, this study uses structural equation modeling to validate the relationships between the variables and draws conclusions. The findings help advertisers to grasp the important characteristics of contextual mobile advertising, improve consumers' attitudes toward advertising, and enhance purchase intentions. Furthermore, it is possible to expand perceptions of the effectiveness of contextual mobile advertising among consumers with different personality traits. (shrink)

本书阐述了卡缪的以荒谬和反抗为主要内容的荒谬哲学,以及这种哲学的曲折反复和变化发展,展示了卡缪的以存在主义为哲学基础的现代主义文艺思想。.