Application of TOPSIS for Solving Optimal Brand Communication Effect on the Portal

[[abstract]]Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner advertisements in the portal sites affect brand communication after end user enter the web. This study uses online SSI Web questionnaire and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The prime age group selection considers the brand communication effect simultaneously from involvement, advertising attitude, purchase intention and attractiveness of advertisement content. Finally, TOPSIS are presented as an empirical example in brand communication effect on the web portal. The result indicates that the advertising through portal site has optimal brand communication effect on age between 20 to 29 years. The results can help business to make efficient decision. Managerial issues and future work of this paper are discussed.[[notice]]補正完畢[[journaltype]]國外[[incitationindex]]EI[[ispeerreviewed]]Y[[booktype]]電子版[[countrycodes]]US

Investigation of the role of mobile personalisation at large sports events

This article describes a field study investigating the impact on user experience of personalisation of content provided on a mobile device. The target population was Chinese spectators and the application was large sports events. A field-based experiment showed that provision of personalised content significantly enhanced the user experience for the spectator. Design implications are discussed, with general support for countermeasures designed to overcome recognised limitations of adaptive systems. The study also highlights the need for culturally sensitive methods for requirements capture, design, and data collection during experimentation