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研究生:王緒雯
研究生(外文):Shi-Wen Wang
論文名稱:行動自我效能與行動廣告之研究
論文名稱(外文):A Study on Mobile Self-efficacy and Mobile Advertising
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:96
中文關鍵詞:行動行銷行動廣告自我效能行動自我效能廣告價值廣告態度
外文關鍵詞:Advertising ValueMobile Self-efficacySelf-efficacyMobile AdvertisingMobile Marketingattitude toward advertising
相關次數:
  • 被引用被引用:7
  • 點閱點閱:443
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
隨著行動通訊科技的日益進步,行動裝置已成為新興的行銷通路,而行動訊息服務及行動網頁亦成為新興的行銷媒介。本研究結合廣告價值理論及行動自我效能之概念,提出一個行動廣告衡量之模式,探討消費者在行動科技使用上自我能力評估之信念及行動廣告價值之評斷對行動廣告態度與使用意圖之影響。研究結果顯示:(1)行動廣告的知覺資訊性、娛樂性、煩燥性及可靠性為消費者評斷行動廣告價值的主要因素;(2)一般行動網路自我效能會正向影響特定行動應用自我效能與消費者對行動廣告之態度;特定行動應用自我效能亦會正向影響消費者使用行動廣告之意圖;(3)在對行動廣告態度與使用意圖衡量上,本研究所提出之研究模式較Brackett and Carr (2001)之廣告價值模式有較高的解釋力及預測力。
With the advancement of the mobile communication technologies, mobile devices have become new channel for marketing activities. Mobile messaging services and mobile web have become the new media marketing activities too. This study combined theory of m-advertising value with constructs of mobile self-efficacy that attempts to propose a new structural model of m-dvertising. This study investigates how consumer’s self-efficacy belief on mobile technology usage and the value assess on m-advertising affect the attitudes and intentions toward m-advertising. Research results indicate that: (1) perceived informativeness, perceived entertainment, perceived irritation and perceived credibility of m-advertising are the main factors to value the m-advertising, (2) general wireless self-efficacy (GWSE) positively influences the mobile-specific self-efficacy (MSSE) and attitudes toward m-advertising, and mobile-specific self-efficacy (MSSE) positively influences the use intention of m-advertising, (3) the model proposed by this study has higher explanative and predictive powers than model of Brackett and Carr (2001) .
中文摘要 I
Abstract II
誌謝 III
目 錄 IV
表目錄 VI
圖目錄 VII
壹、 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 4
貳、 文獻探討 5
第一節 行動廣告技術環境 5
第二節 行動行銷與行動廣告 12
第三節 廣告價值 24
第四節 資訊科技自我效能 27
參、 研究設計與方法 30
第一節 研究模式 30
第二節 研究假說 31
第三節 研究變數之操作型定義 37
第四節 問卷設計 38
第五節 研究設計 42
肆、 資料分析 44
第一節 樣本資料分析 44
第二節 探索性因素分析 46
第三節 驗證性因素分析 47
第四節 信效度分析 47
第五節 模式與假說驗證分析 52
第六節 研究結果 55
伍、 結論 57
第一節 研究發現 57
第二節 研究意涵 58
第三節 研究限制 60
第四節 後續研究建議 60
陸、 參考文獻 61
中文部份 61
英文部份 61
網站部份 73
附錄一 74
附錄二 76
附錄三 79
中文部份
1林師模、陳苑欽,民92,多變量分析-管理上的應用,雙葉書廊,台北。
2邱皓政,民92,結構方程模式:LISREL的理論、技術與應用,雙葉書廊,台北。
3黃培嘉,民90,訊息洪流一瓢飲:談漫天撒網的行動廣告(二),104廣告網,http://www.104ad.com.tw/school_iamasia.asp#。
4黃書哲撰,民96,以即有數位行動平台探討行動加值服務內容建構策略研究,國立中山大學藝術管理研究所碩士論文。
5蔡欣穎,民93,九十三年度第五期電子商業專題報告-行動行銷產業研究,經濟部商業司。
英文部份
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