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研究生:陳惠鈴
研究生(外文):Hui-Ling Chen
論文名稱:行動廣告與手機應用程式情境一致性對於廣告溝通效果之影響
論文名稱(外文):Is contextual mobile advertising effective? The correct formula of image complexity, users’ processing styles and ad-self congruency
指導教授:陳明怡陳明怡引用關係
指導教授(外文):Ming-Yi Chen
口試委員:曹修源江宜芳
口試委員(外文):Hsiu-Yuan TsaoYi-Fang Chiang
口試日期:2016-06-27
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
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:2016
畢業學年度:104
語文別:中文
論文頁數:77
中文關鍵詞:廣告情境一致性廣告圖片複雜性資訊處理風格廣告自我一致性點擊意願資訊評估自我參照
外文關鍵詞:ad–context congruencycomplexityprocessing stylesad-self congruency click intentionsinformation evaluationself-referencing
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在智慧科技發展日益成熟的時代,不論在何時何地都能藉由行動裝置獲得資訊,形式多元且無處不在的行動廣告儼然已經成為主要的廣告趨勢之一,而其有效性和廣告溝通的效果成為實務上廣告主最想了解的議題,智慧科技始終脫離不了以「人」為核心的發展方向,深入對消費者的洞察、瞭解需求與資訊處理的方式將更受到重視。本研究主要探討當行動廣告與手機應用程式情境一致性與否對廣告溝通效果之影響,並認為廣告圖片的複雜性、消費者的資訊處理風格與自我一致性具有調節作用。
本研究共執行兩個實驗,實驗一採2 (情境一致性:一致vs.不一致) x 2 (圖片複雜性:高vs.低) x 2 (資訊處理風格:分析型vs.整體型)之受測者間實驗設計,其中,資訊處理風格乃為衡量消費者特質後再分群。實驗一衡量的依變數主要為行動廣告點擊意願。研究結果發現行動廣告與手機應用程式情境一致性對於點擊意願有顯著的影響,並取決於廣告圖片複雜性與消費者的資訊處理風格,即整體型的消費者搭配複雜圖片,會對情境一致的廣告有較高的點擊意願;而分析型的消費者給予簡單圖片,會對情境一致的廣告有較高的點擊意願。實驗二則採2 (情境一致性:一致vs.不一致) x 2 (圖片複雜性:高vs.低) x 2 (自我一致性:一致vs.不一致)之受測者間實驗設計,而自我一致性亦採用衡量人的特質後分群。依變數除了衡量行動廣告點擊意願外,亦衡量自我參照及資訊評估。研究結果發現當廣告產品與消費者自我形象一致時,給予複雜圖片會使其對情境一致的廣告有較佳的自我參照、資訊評估及點擊意願;反之,當廣告產品與消費者自我形象不一致時,給予簡單圖片會使其對情境一致的廣告有較佳的自我參照、資訊評估及點擊意願。
過去針對廣告與內文情境一致性的研究,包含部落格與橫幅廣告、網頁廣告等,較少有文獻提出對於行動廣告一致性的相關研究,也較少將與人格特質相關的變數,例如資訊處理風格、自我一致性拿來與情境一致性一同探討,本研究將彌補情境一致性在行動廣告商的學術缺口,將外在情境因素、廣告圖片複雜性與觀看廣告訊息的消費者本身資訊處理風格、自我一致性四個面向一同納入探討,融合了消費者在接觸到行動廣告時,所能考量的到所有的因素。實務上,當行動廣告與手機應用程式類型一致時,消費者對於資訊評估的程度更高,也能夠提升其點擊行動廣告之意願,可以提供廣告主在選擇廣告投放媒體時的參考依據。


Mobile devices play an important role in the purchase decision-making process, and placing advertisements (Ads) in mobile App’s can increase levels of brand recall. Thus, mobile devices have become a major channel for digital media, and mobile advertising is widely seen as the advertising form of the future. To take full advantage of this phenomenon, this study investigates the effectiveness of ad–context congruency and considers the moderating role of image complexity, mobile users’ processing styles and ad-self congruency on click intention toward mobile advertisement, information evaluation, and self-referencing.
This study conducted two experiments. The experiment one was a 2 (ad-context congruency: congruency vs. incongruity) × 2 (complexity of image: high vs. low) × 2 (processing style: analytic vs. holistic) factorial between-subjects design. The experiment two was a 2 (ad-context congruency: congruency vs. incongruency) × 2 (complexity of image: high vs. low) × 2 (ad-self congruency: congruency vs. incongruency) factorial between-subjects design. The results indicate the consumers show higher advertising communication effects towards those with ad-context congruency than they do for others with an incongruent context. It depend on the complexity of image, processing style and ad-context congruency.
Using ad-context congruency, complexity theory, this study offers an additional viewpoint from which to address how ad-context congruency, image complexity, processing style and ad-self congruency will have different effects on people’s click intentions, information evaluation and self- referencing toward mobile advertisements. The findings support the proposed model and hypotheses, and thereby offer significant implications for research towards ad-context congruency. It can help advertisers and marketers to create better mobile advertising designs. Mobile advertising networks can refer to this research to advise their clients and offer effective solutions.


目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻回顧 4
第一節 廣告與內文情境一致性 4
第二節 複雜性 5
第三節 資訊處理風格 6
第三章 實驗一 7
第一節 研究架構 7
第二節 研究假說 8
第三節 實驗設計 9
第四節 研究變數概念性定義與衡量 13
第五節 實驗一資料分析 16
第六節 實驗一之假說驗證 20
第七節 實驗一結果與討論 23
第四章 實驗二 24
第一節 研究架構 24
第二節 自我一致性 25
第三節 假說推論 26
第四節 實驗設計 27
第五節 研究變數概念性定義與衡量 31
第六節 實驗二資料分析 34
第七節 實驗二之假說驗證 40
第八節 實驗二結果與討論 47
第五章 結論 49
第一節 研究結論 49
第二節 學術貢獻 50
第三節 管理意涵 51
第四節 研究限制與未來研究方向 52
參考文獻 53
附錄1 實驗一前測問卷 58
附錄2 實驗二前測問卷 62
附錄3 實驗一問卷 66
附錄4 實驗二問卷 71




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