Study On Infuencing Factors Of College Students' Attitudu TowardThe Advertising In Mobile Devices

App, the abbreviation of Application, is short of the built-in advertisements in the mobile terminal device's third-party applications.With the development of the internet, and the rise of smart phones and tablet computers, not only the common people, especially the college students, but also the people in the advertising field and academic circles began to attach great importance to Apps, because of App's excellent interactivity, wonderful enjoyment, and high adhesion. Differently, the academic circles emphasized on the realistic aspects of App, such as the forms and features of short message advertising and online advertising.With the reference to the theories of advertising altitude model developed by Ducoffe, Bracket and Carr and also the theory basis of this paper, combined with the practical conditions, this paper attempts to add new variables so as to build up an advertising altitude assessment model. By doing so, the paper analyzes systemically how APP influences the college students' advertising attitude in different aspects, which ultimately brings up effective strategies for the improvement of App circulation.The author, through massive collections of documents related to factors that influence advertising attitude, finds that few research are carried out on the attitudes towards App, and the most are focused on the forms of traditional advertisement and consumer's attitude towards advertisements. Based on the above relative theories and documents, hypotheses are given below:Hypothesis one: Provided that App's features of being informative, recreational, truthful, and interactive are positive to colleague students' attitude towards advertising;Hypothesis one: Provided that the interference from App is negative to college students' attitude towards advertisements.Based on the above hypotheses and solid evidences, in-depth interviews and questionnaires are launched among college students. Among the 320 online and offline questionnaires, 303 questionnaires are effective.Through the effective analysis on the collected data and in-depth interviews, five influential factors are concluded regarding to App's influence on college students' attitude towards advertisements, and the research turns out that reality college students are impartial to Apps. Meanwhile, the influences of these five factors are found quite different, and their influence degrees are arranged in echelon: truthfulness>information >enjoyment>interactivity >interference.This paper not only verifies the discussed research hypotheses, but provides advertisers with effective evidences to know their consumers and the pursuit of advertising effects. Moreover, it proposes us more creative, more scientific and effective strategies on advertising.As for the circulation of App, not only the five factors that influence college students' attitude towards advertisements, and the above echelon sequence, but also the four key factors of App, the creativeness and advertising strategies should be taken into account.Attentions not only should be attached to the App's accuracy in the creative process and development of extension products, but also should be attached to its uniqueness and precision, as well as Strengthen the supervision of App and resource integration.As long as the five factors concerning college students' attitude towards advertising and four key factors of creative App strategies are considered and mastered, the propagation effect of App will be maximized.