臺灣博碩士論文加值系統

本研究藉由探討不同行動廣告特性下，消費者的廣告態度以及行動廣告本身之效果，作為企業利用行動廣告行銷品牌或產品時的參考。

本研究利用實驗法探討不同行動廣告特性對消費者的廣告態度及行動廣告效果的影響。共有四份不同的問卷，分別為干擾性低搭配互動性低、干擾性低搭配互動性高、干擾性高搭配互動性低及干擾性高搭配互動性高的二因子設計。

實驗研究結果顯示，當行動廣告特性中之互動性低時，干擾性低的廣告較干擾性高的廣告能使消費者有較佳的廣告態度；當互動性高時，干擾性高的廣告較干擾性低的廣告能使消費者有較佳的廣告態度。消費者的廣告態度對品牌態度之影響是具有顯著性的。消費者的廣告態度對行動廣告效果之影響是具有顯著性的，並且對於衡量行動廣告效果中之「點擊」、「閱讀」、「分享」與「蒐集相關資訊」等四項指標之影響力依序為：點擊 ＞ 蒐集相關資訊 ＞ 閱讀 ＞ 分享。當消費者之科技準備度低時，干擾性低的行動廣告，消費者的廣告態度優於干擾性高的消費者廣告態度，而互動性高的消費者廣告態度優於互動性低的消費者廣告態度；當消費者之科技準備度高時，干擾性高的行動廣告，消費者的廣告態度優於干擾性低的廣告態度，而互動性高的消費者廣告態度優於互動性低的消費者廣告態度。

In this study, we explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect, and present the result to enterprises who are using mobile advertising to market their brands or products as a reference.
Therefore, the study, using the experimental method to explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect. There are four different kinds of questionnaire designed by two factors: low irritation with low interactivity, low irritation with high interactivity, high irritation with low interactivity and high irritation with high interactivity.
The experimental results show that while the interactivity is low, the mobile advertising which irritation is low has a better consumers’ advertising attitude then the higher one; while the interactivity is high, the mobile advertising which irritation is high has a better consumers’ advertising attitude then the lower one. The impact of consumers’ advertising attitudes on brand attitudes is significant. The influence of consumers’ advertising attitude on mobile advertising effect are listed: click-through > gather relevant information > read > share. While consumers’ technology readiness are low, the mobile advertising which irritation is low has a better consumers’ advertising attitude then the higher one; the mobile advertising which interactivity is high has a better consumers’ advertising attitude then the lower one. While consumers’ technology readiness are high, the mobile advertising which irritation is high has a better consumers’ advertising attitude then the lower one; the mobile advertising which interactivity is high has a better consumers’ advertising attitude then the lower one.

摘要................................................................I
Abstract...........................................................II
誌謝..............................................................III
目錄...............................................................IV
表目錄.............................................................VI
圖目錄........................................................... VIII
第一章 緒論
第一節 研究背景與動機...........................................1
第二節 研究目的.................................................4
第三節 研究流程.................................................5
第二章 文獻探討
第一節 行動行銷與行動廣告.......................................6
第二節 網路廣告價值與態度模型..................................12
第三節 行動廣告效益之衡量......................................16
第四節 品牌態度................................................19
第五節 科技準備度..............................................21
第三章 研究方法
第一節 研究架構................................................24
第二節 研究假說................................................25
第三節 實驗設計................................................28
第四節 研究變數之操作型定義....................................28
第五節 資料蒐集................................................37
第六節 資料分析方法............................................37
第四章 資料分析與結果
第一節 樣本結構................................................39
第二節 信度分析................................................40
第三節 行動廣告特性操弄確認....................................41
第四節 行動廣告特性對消費者廣告態度之影響......................42
第五節 消費者廣告態度對品牌態度之影響..........................43
第六節 消費者廣告態度對行動廣告效果之影響......................44
第七節 科技準備度在行動廣告特性及消費者廣告態度之關係中的調節效
果......................................................49
第八節 本研究假說檢定..........................................53
第五章 結論與建議
第一節 研究結論................................................56
第二節 研究貢獻................................................58
第三節 研究限制................................................58
第四節 後續研究建議............................................59
參考文獻
中文部分.......................................................60
英文部分.......................................................61
網路資料部分...................................................65
附錄（一）.........................................................68
附錄（二）.........................................................71
附錄（三）.........................................................75
附錄（四）.........................................................78

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