臺灣博碩士論文加值系統

隨著行動寬頻、行動載具與行動定位系統等相關技術的發展，相較於傳統的文字簡訊，行動廣告相關業者已經能夠設計更客製化與更多元的多媒體廣告訊息。但目前討論個人化行動廣告要素相關的文獻，缺少整合個人化行動廣告要素的研究資料，也並未透過廣告主與服務提供商的觀點分析個人化行動廣告的設計策略。因此，若能夠找出關鍵的個人化行動廣告設計要素、了解要素之間的相對重要性與了解不同屬性的產品之適用性。將有助於業者制定個人化行動廣告的設計策略。本研究透過文獻回顧初步取得十三項個人化行動廣告的設計要素。運用模糊德菲爾法 (Fuzzy Delphi Method, FDM) 自行動廣告相關業者的專業意見中萃取出六項關鍵因素。透過模糊多準則決策法 (Fuzzy Multi-criteria decision making, Fuzzy MCDM) 本研究發現實體商品比服務更適合使用個人化行動廣告，其中，行動裝置種類、偏好與興趣模式為最重要的設計要素。本研究將研究結果結合歐美的實際案例，探討台灣中小企業廣告主該如何運用個人化行動廣告，來更有效與更有效率的將對的廣告傳達給對的消費者。期望能降低資源的浪費、更滿足消費者需求，並且可以降低用戶對於行動廣告的反感。透過明確的量化數字也可以減少行動廣告相關業者之間的認知差異，以增加合作時之共識與合作之有效性，並增加資源使用之效率。

With the developing of mobile communications technology, new business opportunity has been brought to the saturated mobile communications market. The high popularizing rate of mobile phone leads the mobile phone to be an indispensable implement. Meanwhile, it is becoming the new passage of sending advertisement, and brings a brand new business opportunity for the related companies of advertising and mobile communications services. Previously, traditional mobile advertisings were short message services without personal-based design. Thus, such advertisements sometimes are regarded as garbage messages. Even more, consumers might have negative attitudes toward advertisers. Under the trend of mobile broadband, 3G & 4G mobile broadband internet gave advertisers the feasibility of providing more diversified and personalized multimedia messages to subscribers. An effective mobile advertising is defined as sending appropriate message to the most potential subscriber at the best time in the right place. Therefore, judging the appropriate content, time, and place to the right subscriber has been the common issue to mobile advertisers and consumers. In this study, research related to mobile advertising were collected and stated for the purpose of inducting 13 factors of personalized mobile advertising. Using Fuzzy Delphi Method extracted six key factors from 13 factors of personalized mobile advertising from experts’ advices. By placing Fuzzy Multi Criteria Decision Marketing Method, this study found goods were more suitable than services to use in personal mobile advertising. In addition, the most important design factors are device type, interests, and preference model. This study combined the real cases in Europe and U.S.A to explore the methods of applying personal mobile advertising for advertisers. The findings of the research can convey the advertisements to the proper consumers effectively and efficiently. Meanwhile, advertising benefit rate (i.e. effectiveness of advertising) and consumer satisfaction would be expected to increase. Plus, operating profit of mobile communications service companies will be created.

謝誌I
摘要II
Abstract III
目次IV
表次VI
圖次VII
第一章 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 研究方法與流程4
第四節 研究重要性6
第二章 文獻探討7
第一節 行動廣告7
第二節 產品屬性21
第三章 研究方法23
第一節 研究設計23
第二節 問卷設計25
第三節 研究對象26
第四節 資料分析27
第四章 實證分析33
第一節 模糊德菲法專家問卷分析33
第二節 相關性分析36
第三節 模糊多準則決策問卷分析37
第四節 專家群體意見比較40
第五章 結論與建議41
第一節 研究結果與討論41
第二節 管理意涵與建議45
參考文獻49
網站部分49
中文部分50
英文部分51
附錄57
附錄A 模糊德菲爾法專家問卷57
附錄B 模糊多準則決策分析問卷61
表目錄
表2–1 廣告媒體之比較10
表2–2 國內外相關行動廣告主題整理文獻之彙整表11
表2–3 促進行動廣告發展的因素13
表2–4 個人化行動廣告相關組成要素文獻彙整表17
表2–5 國內外實務個案之行動廣告設計要素20
表4–1 有效問卷回覆者工作類型分析表34
表4–2 有效問卷回覆者工作年資分析表34
表4–3 模糊德菲法問卷分析結果35
表4–4 有效問卷回覆者工作類型分析表37
表4–5 有效問卷回覆者工作年資分析表38
表4–6 個人化行動廣告構面之權重值38
表4–7 個人化行動廣告準則之權重值39
表4–8 產品之方案排序39
表4–9 各專家群體之準則數據40
圖目錄
圖1–1 研究流程5
圖3–1 個人化行動廣告組成要素初擬層級結構圖24
圖4–1 構成個人化行動廣告準則之策略架構35

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