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研究生:詹書宜
研究生(外文):Chan, Shu-I
論文名稱:行動軟體商店導覽系統對廣告效果之影響
論文名稱(外文):Influence of Navigation Systems on Advertising Effectiveness in a Mobile Application Store
指導教授:劉季綸劉季綸引用關係
口試委員:羅亦斯郭展盛劉季綸
口試日期:2014-01-13
學位類別:碩士
校院名稱:開南大學
系所名稱:資訊及電子商務學系
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:83
中文關鍵詞:推敲可能性模型導覽系統創新接受度涉入程度廣告效果
外文關鍵詞:Elaboration Likelihood ModelNavigation SystemsInnovativenessInvolvementAdvertising Effectiveness
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網路商店的導覽系統,可視為互動廣告,亦可說是一種商品分類的方式,常見的導覽方式為商品排行榜與商品屬性分類。根據創新接受度與推敲可能性模型之理論基礎,本研究提出一個理論模式,來了解不同導覽系統在購物網站中之廣告效果,並且將消費者的創新接受度與涉入程度這兩種特質納入研究模式的考量範圍,試圖來探討行動軟體商店內不同消費者特質對不同導覽方式的廣告效果。研究方法採用實驗室實驗法,以iphone App Store (應用軟體商店) 為基礎加以修改與延伸,來製作符合本研究所需的導覽系統雛型。實驗發現:1.涉入程度高的消費者,依產品特性分類的導覽方式,其廣告效果顯著優於排行榜導覽;2.消費者對於年度精選排行與本週最新排行之廣告效果皆呈正面;3.產品配新品分類的導覽方式比單純產品分類的導覽方式來的更吸引特定創新接受度高的消費者。而在實務貢獻上,本研究的結果有助於改善網路購物導覽系統在廣告層面上的效益。
The navigation system of online stores can be considered as an interactive advertising, also can be viewed as an approach of products classification. The ranking of sales and classification of product attributes are the two common representations of the navigation system. Based on the theories of acceptance of innovativeness and Elaboration Likelihood Model, we proposed a model to understand the effectiveness of different navigation systems on advertising. This model includes consumers’ acceptance of innovativeness and their level of involvement to explore the influence of consumers’ characteristics and different navigation systems on advertising effectiveness in a mobile application store. We conducted a laboratory experiment as our research method. We modified and extended the system of i-phone App Store (App Store) to develop a navigation prototype. The experimental results are introduced as follows. 1. The consumers with higher level of involvement, the effectiveness on classification of products attributes is greater than ranking of sales on the advertising effectiveness. 2. The two advertising approach: the latest ranking of sales for this week, and annual selection ranking, both have positive advertising effects on the consumers. 3. The navigation system of product and new product classification can attract high-involved consumers more than the navigation system of product classification. In the practical contribution, we believe that the results of this study can improve the effectiveness of online shopping navigation system on the perspective of advertising benefits.
目 錄

第一章 緒論

第一節 研究背景
第二節 研究動機
第三節 研究目的
第四節 研究流程

第二章 文獻探討

第一節 導覽設計相關研究
第二節 廣告效果
第三節 創新接受度
第四節 涉入程度
第五節 推敲可能性模型

第三章 研究架構與假說

第一節 研究架構
第二節 研究假說
第三節 研究架構之操作型定義與衡量問項

第四章 導覽系統設計與研究方法

第一節 導覽系統設計
第二節 實驗設計

第五章 資料分析與實證結果

第一節 研究對象
第二節 資料分析
第三節 數據分析與實證結果

第六章 研究結論與建議

第一節 研究結論
第二節 研究貢獻
第三節 研究限制

參考文獻

附錄

附錄一 本研究問卷A
附錄二 本研究問卷B
附錄三 本研究問卷C
附錄四 本研究問卷D

表 目 錄

表2-1 導覽設計相關研究
表3-1 四種導覽系統適合之消費者特性
表3-3.1 各構面之操作型定義
表3-3.2 涉入程度之衡量問項
表3-3.3 創新接受度之衡量問項
表3-3.4 廣告效果之衡量問項
表4-2 實驗組別
表5-2.1 可信度高低與Cronbach α係數之對照表
表5-3.1 受測者性別樣本結構分析
表5-3.2 受測者年齡樣本結構分析
表5-3.3 受測者職業樣本結構分析
表5-3.4 受訪者是否有使用過智慧型手機結構分析
表5-3.5 受測者使用智慧型手機的經驗結構分析
表5-3.6 受測者使用應用軟體商店頻率結構分析
表5-3.7 受測者使用應用軟體商店購買付費應用軟體頻率結構分析
表5-3.8 信度分析結果
表5-3.9 涉入程度、創新接受度、依產品特性分類導覽之廣告效果、排行榜導覽之廣告效果之因素分析表
表5-3.10 分類導覽與排行導覽之廣告效果比較
表5-3.11 年度精選排行與本週最新排行之廣告效果比較
表5-3.12 產品分類以及產品與新品分類之廣告效果比較

圖 目 錄

圖1-1 App Store 成長圖
圖1-4 本研究流程圖
圖2-1.1 情感轉移說(ATH)路徑圖
圖2-1.2 雙重中介說(DMH)路徑圖
圖2-1.3 相互中介說(RMH)路徑圖
圖2-1.4 獨立影響說(ITH)路徑圖
圖3-1 本研究之研究架構
圖4-1.1 導覽系統NS1:本週最新排行
圖4-1.2 導覽系統NS2:年度經典排行
圖4-1.3 導覽系統NS3:產品與新品分類
圖4-1.4 導覽系統NS4:產品分類

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