臺灣博碩士論文加值系統

　　近年來行動廣告蓬勃發展，成為企業快速、便利的行銷手法，並且幫助企業創造新的商機，但對消費者而言，隨著行動廣告數量逐年增加，消費者也開始對廣告產生負面態度，因此降低消費者對廣告的規避行為成為重要的研究議題。
　　過去學者的研究大多針對隱私問題對信任與廣告效果之影響、網路廣告版面配置對廣告效果之影響等方面做探討，過去較少研究是針對隱私顧慮與行動廣告呈現方式對消費者規避行動廣告行為的影響，因此本研究探討行動廣告的感知目標障礙、感知廣告雜亂、以前負面經驗、隱私顧慮對消費者規避行動廣告行為之影響。本研究結果顯示，感知目標障礙、感知廣告雜亂、以前負面經驗和隱私顧慮會正向影響消費者的行動廣告規避之行為。最後，本研究根據研究結果建議企業未來能夠提供更有用的資訊或優惠卷吸引消費者的注意，並且提供完善的隱私安全措施，增加消費者的購買意願。

　　In recent years, mobile advertising has become a fast and convenient marketing strategy for businesses. However, the number of mobile advertising increases year by year, consumers start to have a negative attitude toward advertising. Therefore, how to reduce consumers’ avoidance behavior of mobile advertising becomes important.
　　Most of the previous studies focused on consumers' behaviors of avoiding Internet advertising while less on the factors that influence consumers to avoid mobile advertising behaviors. Therefore, this study proposes a research model that aims to explore the impact of perceived goal impediment, perceived advertising clutter, prior negative experience, and privacy concerns on consumers' avoidance behviors of mobile advertising. The results of this study show that perceived goal impediment, perceived advertising clutter, prior negative experience, and privacy concerns positively affect consumers' avoidance behviors of mobile advertising. Finally, this study suggests that companies can provide more useful information or coupons to attract consumer, and provide comprehensive privacy protection to increase consumer's purchase intention.

謝誌 i
摘要 ii
Abstract iii
目錄 iv
表目錄 vi
圖目錄 ix
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 6
第三節　研究目的 9
第二章　文獻探討 10
第一節　傳統廣告、網路廣告與行動廣告 10
第二節　抗拒理論 15
第三節　廣告規避 19
第四節　感知目標障礙 26
第五節　感知廣告雜亂 29
第六節　以前負面經驗 32
第七節　隱私顧慮 34
第八節　研究推論 38
第三章　研究設計與方法 43
第一節　研究架構 43
第二節　研究假設 44
第三節　研究變數之操作型定義 45
第四節　問卷設計 47
第五節　研究對象 61
第六節　資料分析 62
第七節　問卷前測與修正 64
第四章　資料分析 69
第一節　描述性統計 69
第二節　信度分析 83
第三節　皮爾森相關分析 86
第四節　主要構面差異性分析 88
第五節　迴歸分析 90
第五章　討論與建議 97
第一節　研究結果 97
第二節　研究貢獻 100
第三節　研究限制與後續研究的建議 101
參考文獻 102
附錄一　行動廣告正式問卷 111
附錄二　原生廣告正式問卷 120

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