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研究生:黃筱文
研究生(外文):Xiao-wen Huang
論文名稱:行動廣告之前因與後果相關研究以便利商店為例
論文名稱(外文):Antecedents and Consequences of Mobile Advertising - An Example of Convenience Store
指導教授:邱彥婷邱彥婷引用關係
指導教授(外文):Yen-ting Chiu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
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:98
中文關鍵詞:購買意願品牌信任品牌形象行動廣告廣告態度
外文關鍵詞:AttitudeBrand trustBrand imageMobile advertisingBuying intention
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由於智慧型手機的流行與普及,使用者喜歡透過手機應用程式來建立社群溝通,其中Line是台灣使用率第一的社群類應用程式,企業可以建立官方帳號並經由此帳號與消費者進行一對一的行銷推廣,如新產品介紹、促銷活動等,前提是消費者必須同意加入官方帳號並願意接收業者發送的資訊,因此對於企業的品牌信任及形象觀感有可能是影響使用者行為動機的因素之一。本研究以消費者對於品牌信任和品牌形象作為前置因子,透過便利商店官方帳號的價格促銷行動廣告來探討消費者的購買意願,並釐清品牌信任和品牌形象與購買意圖間直接或間接的影響關係。
本研究以FB社群網站和電子佈告欄批踢踢實業坊為主要的樣本依據,共回收480份有效問卷,在資料分析方面透過SPSS分析了解廣告態度因素中資訊性和娛樂性影響購買意願程度上的差異。從本研究結果可得知,第一,在行動廣告中品牌形象經由品牌信任影響行動廣告態度產生購買意圖;第二,品牌形象不影響行動廣告態度,且品牌形象和品牌信任不直接影響購買意願。最後本研究提出理論與實務意涵以及研究限制和未來研究建議。
This study is about the attitude of the convenience store mobile advertising research. Brand trust and brand image are important factors to influence users’ behavior. In this study, brand trust and brand image are conceptualized as antecedents, to investigate consumers’ willingness to buy through price promotion of the situational advertising and to clarify the direct or indirect impact on the relationship between brand trust, brand image and willingness to buy.

We took Facebook and PTT as our samples, and 480 effective questionnaires were retrieved. In terms of data analysis, structural equation modeling verifies the hypotheses. This study concludes the following major findings. First, in the mobile advertising, brand image can positively influence advertising attitude to generate consumers’ willingness to buy through brand trust. Second, brand image does not positively influence advertising attitude, and brand image and brand trust are not direct influence to consumers’ willingness to buy. Finally, this study presents theoretical implications, research limitations and suggestions for future research.
摘要------------------------------------i
Abstract--------------------------------ii
致謝-------------------------------------iii
目錄-------------------------------------iv
表目錄----------------------------------- vi
圖目錄------------------------------------vii
第壹章 緒論------------------------------1
第一節 研究背景與動機-----------------------1
第二節 研究範圍與流程-----------------------5
第貳章 文獻探討----------------------------6
第一節 行動行銷----------------------------6
第二節 品牌信任----------------------------9
第三節 品牌形象----------------------------15
第四節 廣告態度----------------------------21
第五節 購買意願----------------------------28
第參章 研究設計與方法-----------------------31
第一節 研究架構----------------------------31
第二節 研究假設----------------------------32
第三節 研究變數的定義與衡量------------------37
第四節 研究對象與資料蒐集方法-----------------41
第五節 問卷設計與預試-----------------------42
第肆章 資料分析----------------------------48
第一節 樣本結構與描述------------------------48
第二節 結構方程式---------------------------51
第三節 常態性檢定----------------------------52
第四節 測量模型分析--------------------------55
第五節 結構模型假設檢定-----------------------65
第六節 廣告態度對購買意願單變量變異數分析---------70
第伍章 結論與建議-----------------------------71
第一節 研究結論-------------------------------71
第二節 理論與實務意涵--------------------------72
第三節 研究限制與未來研究建議--------------------76
附錄、正式問卷---------------------------------96
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