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研究生:黃正安
研究生(外文):Chen-An Huang
論文名稱:行動廣告呈現格式對廣告效果影響之研究
論文名稱(外文):The Influences of Mobile Advertising Format on Advertising Effects
指導教授:李慶章李慶章引用關係
指導教授(外文):Ching-Chang Lee
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:資訊管理所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:98
中文關鍵詞:行動廣告呈現格式商品種類廣告效果
外文關鍵詞:mobile advertisingformatproduct categoryadvertising effects
相關次數:
  • 被引用被引用:26
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  • 下載下載:384
  • 收藏至我的研究室書目清單書目收藏:2
隨著行動科技的進步,訊息服務除了大眾普遍用的SMS (Short Messaging Service)外,MMS (Multimedia Message Service)也已成為行動訊息服務最主要的應用之一。以往只能傳送純文字,現在的行動廣告訊息更可以傳送包含圖片、聲音、影像等多媒體的訊息,促進行動廣告的發展。
本研究主要目的為:1、探討行動廣告訊息之呈現格式對廣告效果的影響。2、商品種類及行動廣告訊息呈現格式對廣告效果的影響。利用實驗研究法,採完全隨機設計的重複測量法,以虛擬直接體驗、媒體豐富度理論及任務適配理論探討行動廣告的呈現格式和廣告商品種類對廣告效果的影響,分析商品種類和訊息格式呈現如何適配才能使消費者對商品產生較低的知覺風險,較高的商品印象及喜好程度及對廣告有較正面之態度。研究結果顯示:
(1)行動廣告的呈現格式會影響廣告效果。(2)搜尋性商品適合以純文字訊息方式呈現行動商品廣告。(3) 體驗性商品及機械性商品適合以高豐富媒體格式來呈現行動商品廣告。
With the advancement of mobile technology, multimedia message service (MMS) has become the major application of messaging service. MMS includes multimedia objects (images, audio, video, rich text) and provides a new channel for marketing activities.
The main purpose of this study includes: 1.Explore the effects of advertisement of different representation formats; 2.Explore the effects of advertisement of different representation formats in different product categories. The present research adopts a complete random design and test-retest strategy to investigate the relationship between the format of mobile advertisement and the category of ad product, using the concept of virtual direct experience, task-representation fit model, and richness media theory. Research results indicate that: (1) the format of mobile advertising will influence advertising effects, (2) better advertising effects will be acquired when search goods are represented in text-only format, (3) better advertising effects will be acquired when experiential goods or mechanical products are represented in richness media format.
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
壹、 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
貳、 文獻探討 5
第一節 行動廣告 5
第二節 廣告效果 16
第三節 商品種類 20
第四節 媒體豐富度與廣告格式 22
第五節 任務適配理論 24
參、 研究方法 27
第一節 研究架構 27
第二節 研究假說 30
第三節 研究變數之操作型定義 35
第四節 研究設計 38
第五節 資料分析方法 44
肆、 資料分析 48
第一節 樣本分析 48
第二節 信度分析 50
第三節 敘述統計分析 53
第四節 分析結果 55
伍、 結論 69
第一節 研究結果 69
第二節 研究意涵 71
第三節 研究限制 72
第四節 後續研究建議 72
陸、 參考文獻 73
附錄 84
中文部份
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