臺灣博碩士論文加值系統

2013年是智慧型手機的戰國時代，各大手機廠牌不斷推陳出新，行動廣告成為行動行銷的最佳途徑，因為行動廣告的三種特性：個人化、即時性和定位性，能即時有效傳遞消費者所需要的資訊，本研究針對消費者下載將各類購物資訊有系統整理的行動應用程式APP和使用行動無線上網及GPS衛星定位來搜尋所需要的購物資訊，幫助其快速閱讀繁多的購物資訊之兩種消費者行為，以許可性與定位性行動廣告內容理論的三個構面：資訊性、娛樂性及可信度來探討行動廣告內容的構成對於消費者的廣告態度、產品態度以及行動購買意圖之影響，此為本研究之研究目的。本研究透過問卷發放，兩份問卷總共回收438份有效樣本，利用AMOS進行結構方程模型(SEM)分析。研究結果發現許可性和定位性行動廣告對於廣告態度及產品態度有正向影響，其中消費者受到行動廣告刺激後，所產生的廣告態度對於其行動購買意圖是有正向影響關係的。

It is the competitive era of Smartphone in 2013 that many manufacturers keep innovate their Smartphone incessantly, mobile advertising is the best way to develop mobile commerce because of its specific characteristics, including personalization, ubiquity and localization (Facchetti et al., 2005), can convey the real-time information what customers need effectively. Due to the fact that it not only provide customers high convenience, but also create huge profits to communicate industry and advertiser, it can be said to have great and new potential in business area. Therefore, the main purpose of this study is that we identify the mobile advertising customers receive from two customer behaviors, one is that customers download the related mobile applications (APP) as well as another is that they use mobile internet or GPS to search for shopping information they need, as Permission-Based advertising and Location-Based advertising respectively to find out the relationship between mobile advertising content, which is composed with informativeness, entertainment and credibility, advertising attitude, product attitude and mobile purchasing intention.
This research applies two kind of the questionnaires and 438 valid samples were collected. The data were analyzed by structural equation model analysis. The results indicate that both Permission-Based and Location-Based mobile advertising content have positive effects on advertising attitude and product attitude. After receiving the stimulation of mobile advertising content, their advertising attitude has positive effects on their mobile purchasing intention.

目錄
摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第壹章 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 研究流程 4
第貳章 文獻探討 5
第一節 行動廣告 5
一、行動廣告定義 5
二、行動廣告的發展與種類 5
第二節廣告內容理論與廣告溝通效果 7
一、廣告內容理論定義 7
二、溝通效果定義 7
三、行動廣告內容與廣告態度的關係 9
四、行動廣告內容與廣告、產品態度 10
第三節 購買意圖 11
一、購買意圖定義 11
二、行動廣告的廣告、產品態度與行動購買意圖 11
第參章 研究方法 13
第一節 研究架構 13
第二節 研究假設 13
第三節 研究變數與操作型定義 14
一、行動廣告內容 14
二、廣告態度 16
三、產品態度 17
四、行動購買意圖 17
第四節 研究對象與資料收集 18
第五節 問卷設計 18
一、問卷設計 18
二、問卷內容 18
第六節 資料分析方法與工具 21
一、敘述統計變數分析 21
二、測量變項因素分析與驗證性因素分析 21
三、測量模型分析 22
四、結構方程模型分析 22
第肆章 資料分析與研究結果 23
第一節 敘述統計變數分析 23
第二節 測量變項因素分析與驗證性因素分析 25
第三節 測量模型分析 29
第四節 結構方程模式分析 33
第伍章 結論與建議 41
第一節 結論 41
第二節 管理意涵 42
第三節 研究限制與未來研究方向 43
參考文獻 44
附錄 正式問卷 48




 
圖目錄
圖1-1 研究流程圖 4
圖2-1廣告層級效果 8
圖3-1 本研究架構 13
圖4-1許可性及定位性單一因素驗證式因素分析 26
圖4-2許可性和定位性一階完全相關驗證式因素分析 27
圖4-3許可性和定位性二階完全相關驗證式因素分析 28
圖4-4許可性行動廣告結構模型分析 35
圖4-5定位性行動廣告結構模型分析 36

 
表目錄
表3-1許可性之資訊性構念定義與衡量問項 14
表3-2許可性之娛樂性構念定義與衡量問項 14
表3-3許可性之可信度構念定義與衡量問項 15
表3-4定位性之資訊性構念定義與衡量問項 15
表3-5定位性之娛樂性構念定義與衡量問項 15
表3-6定位性之可信度構念定義與衡量問項 16
表3-7廣告態度構念之定義與衡量問項 16
表3-8產品態度構念之定義與衡量問項 17
表3-9行動購買意圖構念之定義與衡量問項 17
表3-10本研究所有問項設計內容、資料尺度與參考文獻 19
表4-1有效樣本結構分佈狀況 24
表4-2本研究各構面之因素分析 25
表4-3行動廣告內容之測量模型估計結果 29
表4-4廣告態度之測量模型估計結果 30
表4-5產品態度之測量模型估計結果 30
表4-6行動購買意圖之測量模型估計結果 31
表4-7平均變異抽取量分析結果 32
表4-8區別效度分析結果 32
表4-9本研究模型配適度指標 33
表4-10本研究假設檢定 34
表4-11研究假設檢定結果彙整 37
表4-12獨立樣本T檢定分析結果彙整 40

參考文獻
中文－
王緒雯(2007)，《行動自我效能與行動廣告之研究》，碩士論文，國立高雄第一科技大學
資訊管理研究所。
李坤遠(1996)。訊息涉入、廣告主可信度廣告訴求方式與廣告溝通效果關係之研究。國
立交通大學管理科學研究所碩士論文。
林佳儀（2007），《消費者對於行動廣告許可意願之研究》，碩士論文，國立臺灣大學資
訊管理學研究所。
林隆儀、曾冠雄，2008。廣告代言人與廣告訴求方式對廣告溝通效果影響之比較－自我
監控的干擾效果，企業管理學報，第七十六卷，87-128。
林奕廷（2006），《在FCB 模式下語言態度對廣告溝通效果影響之研究》，碩士論文，朝
陽科技大學企業管理研究所。
曾孟蘭(2002)，《消費者對行動廣告態度之研究》，碩士論文，國立中山大學傳播管理研
究所。
黃梅芳(2009)，《行動廣告類型及其商業模式之研究》，碩士論文，世新大學公共關係暨
廣告學研究所未出版。
何芷倩，鄭世賢，駱珮榕，林益菁，簡淑惠(2010)，《近場通訊之數位內容搭載行動廣告
之效果分析》，[企業管理系] 實務專題報告，國立台灣科技大學企業管理系。
何雍慶、劉明哲、李曄淳(2006)，《消費者生活型態、消費者購買涉入程度與廣告訴求對
廣告效果影響之研究-以行動電話為例》，遠東學報23(1)：61-77。
姜佩德(2002) ，《網路互動程度與訊息涉入度對商業網站廣告溝通效果的影響》，世新大
學傳播研究所碩士論文。
黃蘭鍈、胡安妮、吳凱琳，2008。多媒體簡訊行動廣告溝通效果之研究，行銷評論，第
五卷第四期，481-514。
蔡明娟(2006)，《廣告代言人說服力與消費者涉入對廣告溝通效果的影響-以台灣啤酒廣
告為例》，環球技術學院中小企業經營策略管理研究所碩士論文。
陳寬裕(2010)。論文統計分析實務:spss與amos的運用。台北：五南書局。
張偉豪(2011)。SEM論文寫作不求人。台北：鼎茂書局。
英文－
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising
Research, 23(1), 57-61.
Baker, M. J. and Churchill, G. A. (1977). The Impact of Physically Attractive Models on
Advertising Evaluations. Journal of Marketing Research, 14(4), 528-555.
Batra, R. and Ray, M. L. (1986).Affective Responses Mediating Acceptance of
Advertising.Journal of Consumer Research, 13(2), 236-249.
Barnes, S.J. (2002), "The mobile commerce value chain: Analysis and future developments,"
International Journal of Information Management, 22, 91-108.
Bagozzi, Richard P. and Youjae Yi. 1988. “On the Evaluation of Structural Equation Models.”
Journal of the Academy of Marketing Science 16:74-94.
Barwise, P. (2001), "TV, PC, or mobile? Future media for consumer e-commerce," Business
Strategy Review, 12(1), 35-42.
Bentler, P. M,, & Wu, E. J. C. (1995). EQSjor Windows;User’s guide. Encino, CA :
Multivariate Software.
Brackett, L.K. and Carr, B.N. (2001), "Cyberspace advertising vs. other media: Consumer vs.
mature student attitudes," Journal of Advertising Research, 41(5), 23-32.
Bruck, M., (1985)"The Effect Of Product Class Knowledge On Information Search
Behavior", Journal of Consumer Research, Vol. 12, Iss. 1, pp. 1-16
Bruner II, G. C. and Kumar, A. (2000). Web Commercials and Advertising Hierarchy of
Effects. Journal of Advertising Research, 40(1), 35-44
Byrne, B. B. (1994). Structural equation modeling using EQS and EQS/windows. Basic
concepts, applixations, and programming. New York: Routledge.
Cialdini, R.B., Cacioppo, J.T., and Petty, R.E. (1981), "Attitude and attitude change," Annual
Review of Psychology, 32, 357-404.
Craft Digital (2003), <http://www.craftdigital.com/mobile_marketing.htm>, (Retrieved Jun.
2009).
Dodds. William B., Kent. Monroe and Dhruv Grewal . 1991.―”Effect of Price, Brand and
Store Information on Buyers’Product Evaluations.”Journal of Marketing Research
28(3):307-319.
Ducoffe, R.H. (1996), "Advertising value and advertising on the web," Journal of Advertising
Research, 35(6), 21-36.
Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1995). Consumer Behavior, 8th ed., Fort
Worth: Dryden Press.
Engel, J. F., R. D. Blackwell , and D.T. Kollat(1993), Consumer Behavior,7th ed., N. Y.:
Dryden Press.
Facchetti, A., Rangone, A., Renga, F.M., and Savoldelli, A. (2005), "Mobile marketing: An
analysis of key success factors and the European value chain," International Journal of
Management and Decision Making, 6(1), 65-80.
Fishbein, M. and I, Ajzen. Belief, Attitude, Intention, and Behavior: An Introduction to
Theory and Research. MA:Addison-Wesley Publishing Company, 1975.
Fornell, Claes and David F. Larcker. (1981). “Evaluating Structural Equation Models with
Unobservable Variables and Measurement Errors.” Journal of Marketing Research
18:39-50.
Gardner, M. P., (1985).Does Attitude Toward the Ad Affect Brand Attitude Under a Brand
Evaluation Set? Journal of Marketing Reasearch, 22(2), 192-198.
Godin, S. (1999), Permission Marketing: Turning Strangers into Friends, and Friends into
Customers, Simon & Schuster.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate datu analysis
(4th ed.). Engelwood Cliffs, NJ: Prentice-Hall.
Heider , F. , The Psychology of Interpersonal Relations , New York : John Wiley ,1958
Lavidge, R. J. and Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising
Effectiveness. Journal of Marketing, 25, 59-62.
Lutz, Richard., Scott B. MacKenzie & George E. Belch, 1986, ”The Role of Attitude Toward
the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. ”
Journal of Marketing Research, 23, pp.130-143.
MacCallum, R. C., and Hong, S. (1997). Power analysis in covariance structure modeling
using GFI and AGFI, Multivariate Behavioral Research. 32, 193-210.
Mackenzie, S.B., Lutz, R.J. and Belch, G.E. (1986). “The Role of Attitude toward the Ad as a
Mediator of Advertising Effectiveness,”A Test of Competing Explanations. Journal of
Marketing Research, Vol.23, No.8, pp. 131.
MacKenzie, S.B. and Lutz, R.L.(1989), An empirical examination of the structural
antecedents of attitude toward the Ad in an advertising protesting context. Journal of
Marketing, Vol. 53, p48-65.
Mehta, A. (2000), “Advertising attitudes and advertising effectiveness, ” Journal of
Advertising Research, Vol.40, No. 3 (May), pp. 67-72.
Mitchell, A. A. and Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of
Advertising Effects on Brand Attitude?. Journal of Marketing Research, 18(3),318-332.
Nan, X.L., (2006), “Affective cues and brand-extension evaluation: Exploring the influence of
attitude toward the parent brand and attitude toward the extension ad”, Psychology &
Marketing, Vol. 23, No. 7, pp. 597-616.
Okazaki, S. (2005), "Mobile advertising adoption by multinationals: Senior executives’
initial responses," Internet Research, 15(2), 160-180.
Reddy, S.K., Holak, S.L. and Bhat, S., (1994), “To extend or not to extend - Success
determinants of line extensions”, Journal of Marketing Research, Vol. 31, No. 2, pp.
243-262.
Schlosser, A.E.; Shavitt, S.; and Kanfer, A. Survey of Internet users’ attitudes toward Internet
advertising. Journal of Interactive Marketing, 13, 3 (1999), 34–54.
Stern, B. and Zaichkowsky, J. L. (1991). The Impact of 'Entertaining? Advertising on
Consumer Responses. Australian Marketing Researcher, 14(1), 68-80.
Stuart, E. W., Shimp, T. A. and Engle, R. W. (1987). Classical conditioning of consumer
attitudes: Four experiments in an advertising context. Journal of Consumer Research, 14
(2), 334-349.
Tsang, M.M. , Shu-Chun Ho, and Ting-Peng Liang (2004), Consumer attitude toward mobile
advertising: an empirical study. International Journal of Electronic Commerce, 8(3),
p65-78.
Xu, Jingjun D. (2007). “The Influence of Personalization in Affecting Consume Attitudes
toward Mobile Advertising in China”, Journal of Computer Information Systems, 47 (2),
9-19
Zoller, E., Housen, V. L., & Matthews, J. (2001). OVUM 2001 Report: Wireless Internet
business models: Global perspective, regional focus.London: United Kindom.
Ipsos OTX MediaCT (2012), “Our Mobile Planet: Taiwan-Understanding the Mobile
Consumer” 2012/10
http://services.google.com/fh/files/blogs/our_mobile_planet_taiwan_en.pdf
Google and Ipsos (2012), “The New Multi-Screen World: Understanding
Cross-platform Consumer Behavior ” 2012/08
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html