臺灣博碩士論文加值系統

行動廣告被認為是未來商機無限的新興產業，其產業鏈在台灣的發展已漸趨成熟，然而當技術面已被克服的同時，實務界應該要建立怎麼樣的營運模式吸引消費者接收其傳遞的訊息，進而極大化行動廣告的潛力？
本文針對影響行動廣告接受度的因素進行探討，並分析接受度與廣告效果間的關係，此外，加入產品／服務涉入程度與行動廣告結構兩個概念，觀察兩者對於行動廣告效果的影響為何。
本研究主要結論有以下幾項：1.影響行動廣告接受度的因素有效用、內容適時適地性、掌控權的犧牲程度、接收成本及信任度，其中又以內容適時適地性與信任度最為重要。2.行動廣告接受度會影響廣告態度、品牌態度以及購買意願，對整體廣告效果也有顯著影響。3.產品／服務涉入程度對於行動廣告接受度與廣告效果間的調節作用並不明顯。4. 行動廣告結構對於行動廣告接受度與廣告效果間的調節作用並不明顯。

Mobile Advertising is considered to be an unlimited industry in business opportunities, and the relative chain in Taiwan has become mature. When the technology has improved a lot, we should come up with a business model to maximize the potential of mobile advertising.
This article focus on the factor of mobile acceptance, and analysis the relationship between acceptance and advertising effect. Also, we observe the effects of involvement and the structure of mobile advertising.
We obtained some conclusions as following. 1. The factors that affect mobile advertising are utility, context, the sacrifice of controlling, the cost of receiving and the degree of trust. Especially we view context and the degree of trust are the most important factors of all. 2. The acceptance of mobile advertising will affect the attitude towards advertising, the attitude towards brand and the intention of purchasing.3. The adjust function of involvement between acceptance and advertising effects is not significant. 4. The adjust function of the structure of mobile advertising between acceptance and advertising effects is also not significant.

第一章 緒論............................................................... 1
第一節 研究動機...................................................1
第二節 研究背景................................................... 2
第三節 研究目的................................................... 5
第四節 研究流程................................................... 6
第五節 論文架構................................................... 7
第二章 文獻探討....................................................... 8
第一節 行動廣告............................................... 8
第二節 行動廣告接受度對廣告效果的影響....... 10
第三節 行動廣告呈現方式對廣告效果的影響...14
第四節 產品／服務涉入程度............................... 18
第三章 研究設計....................................................... 21
第一節 研究架構................................................... 21
第二節 研究變項之衡量....................................... 22
第三節 研究假設................................................... 27
第四節 資料收集................................................... 29
第五節 問卷設計與前測....................................... 29
第六節 資料分析方法........................................... 31
第四章 實證分析.......................................................33
第一節 樣本結構分析........................................... 33
第二節 量表題項與因素分析............................... 33
第三節 問卷信度分析........................................... 36
第四節 行動廣告接受度之影響因素................... 39
第五節 變數的檢定............................................... 42
第六節 行動廣告接受度對行動廣告效果的影響.................43
第七節 行動廣告接受度、服務涉入程度對廣告效果之影響..... 45
第八節 行動廣告接受度、行動廣告結構對廣告效果之影響..... 51
第九節 涉入程度與行動廣告結構對接受度之影響............. 56
第五章 結論............................................................ 59
第一節 研究結論............................................... 59
第二節 管理實務建議........................................ 61
第三節 研究限制與............................................ 61
第四節 後續研究建議........................................ 62
參考文獻.................................................................. 63
附錄一 前測問卷.................................................... 66
附錄二 正式問卷(獨立式)..................................... 69
附錄三 正式問卷(互動式)..................................... 74

中文
王君豪(民92)，行動廣告表現方式對廣告效果影響之探討，國立成功大學電信管理研究所碩士論文
邱浩政(民98)，量化研究與統計分析，五南書局，台北市
黃正安(民97)，行動廣告呈現格式對廣告效果影響之研究，國立高雄第一科技大學資訊管理系碩論文
榮泰生(民98)，SPSS與研究方法，五南書局，台北市

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