Research On How The Interactivity Of Mobile Media Advertising Influence Customer Perceived Value

Currently, the number of mobile phone users in China has exceeded1.1billion. Mobile phone users have reached420million, more than the computer users. The mobile phone has become the Chinese netizens’ favorite internet terminals. Advertising is important part in promotional activities, mobile media advertising developed from the initial SMS advertising to SMS ads, MMS ads, mobile phone software ads, two-dimensional code ads now. Mobile media advertising, with its unique interactive advantage, get the favor of many businesses, and show the broad prospects for development.This paper selected interactivity as argument, analyze the impact of mobile advertising to customer perceived value.The integration, the directionality and interactivity are three characteristics of mobile advertising. Interactivity of mobile advertising refers to the interaction between the various elements in the mobile advertising, including the participants, the advertising information recipients and the medium of communication. The interaction is divided into three dimensions, that is, activity control, two-way communication and synchronization. The activity control means the way that mobile phone users operate mobile phone, it determines whether the mobile phone users can searching massive amounts of information on the Internet quickly and easily find the information they need; Two-way communication means the ability to communicate between businesses and their customers as well as communication between customers. Synchronization refers to the degree of user accessible to communication and get feedback.Customer perceived value is the customer perception and evaluation about enterprises, the company’s products and the company’s marketing activities. There are generally five dimensions to measure customer perceived value:quality perception, perception of economic benefits, perceived emotional value social value perception and the perception of non-monetary costs.To demonstrate the relationship between mobile advertising interactivity and customer perceived value, three basic assumptions are put forward:First, activities control factors of interactivity and customer perceived value was significantly associated; Second, two-way communication factor of interactivity was significantly related to customer perceived value; Third, synchronization factor and customer perceived value was significantly correlated.Studies have shown that the interactivity and the customer perceived value was significantly related. Of the three factors on customer perceived value, the high and low degree followed by a two-way communication factor, synchronization factor and activity control factor.