跳到主要內容

臺灣博碩士論文加值系統

(44.220.44.148) 您好!臺灣時間:2024/06/21 15:51
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:陳智揚
論文名稱:個人化廣告、促銷情境與廣告規避行為之探討- 以穿戴式裝置上推播廣告為例
論文名稱(外文):Personalized Advertising, Promotional Scenarios, and Advertising Avoidance Behaviors - A Case of Advertising on Wearable Devices
指導教授:徐淑如徐淑如引用關係
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:資訊管理學系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:42
中文關鍵詞:心理抗拒理論S-O-R理論個人化廣告促銷情境知覺有用性知覺廣告侵入廣告規避
外文關鍵詞:Psychological Resistance TheoryS-O-R TheoryPersonalized AdPerceived Ad UsefulnessPerceived Ad IntrusivenessAd AvoidancePromotional Situation
相關次數:
  • 被引用被引用:0
  • 點閱點閱:130
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第二章 文獻探討 4
第一節 行動廣告效果 4
第二節 智慧穿戴式裝置 6
第三節 S-O-R理論 7
第四節 心理抗拒理論 8
第五節 促銷情境 9
第三章 研究方法 12
第一節 研究模型 12
第二節 假說推論 13
第三節 研究設計 17
第四章 資料分析 21
第一節 樣本結構分析 21
第二節 樣本同質性檢定 22
第三節 實驗處理操弄檢定 24
第四節 測量模型檢測 24
第五節 變異數分析 25
第六節 結構模型檢測 27
第五章 結論與建議 29
第一節 研究結果 29
第二節 研究貢獻 30
第三節 研究限制與建議 31
參考文獻 32
一、 中文文獻
1. 向竑叡(2016)從推敲可能性(ELM) 觀點來探討線上運動社群與運動穿戴裝置商務之市場行銷效益。國立高雄應用科技大學企業管理系碩士論文,高雄市。
2. 朱華偉、唐典華和段曉玲(2018)限量還是限時促銷更能導致分享? 感知稀缺性與利他動機的鏈式仲介作用,行銷科學學報。
3. 李秉倫(2001)折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究,銘傳大學管理科學系所碩士論文。
4. 李研、李東進和馬明龍(2016)促銷購買限制的情境適用性研究—限時促銷與限量促銷的對比分析,行銷科學學報, 12(2), 58-74。
5. 李雅靖和吳忠翰(2011)網路口碑訊息對消費者信任的影響. 傳播與管理研究. 連結。
6. 林怡芬(2014)探討遊戲實況對玩家遊戲意圖之影響─ 以訊號理論及 S-O-R 模式為觀點。中正大學資訊管理學系學位論文, 1-100。
7. 張卿卿. (2014). 從認知與情感雙歧檢視台灣民眾的廣告規避與趨近行為. 中華傳播學刊, (25), 71-98。
8. 許晏崇(2013)行動廣告對使用意圖之影響,宜蘭大學應用經濟與管理學系經營管理碩士班學位論文, 1-77。
9. 許智誠(1998)廠商之促銷目的與促銷事件誘因特性關聯性研究-以專家及消費者觀點探討,中原大學管理學系所碩士論文。
10. 游堯忠、徐東山和林雨萱 (2018) 影響消費者使用行動支付意願之研究─以智慧型穿戴裝置為例。
11. 黃一琦(2011)內控人格特質者的拖延傾向與行為:以心理抗拒感為中介,國立政治大學心理學系所碩士論文。
12. 楊運秀、汪志堅和張云榕(2018)從消費者抗拒探討行動廣告的惱怒與規避,行銷科學學報。
13. 樊志育(1999)廣告學原理,台北:三民書局。
14. 潘明全(2009)網路購物參考價格與促銷情境對購買意願的影響─廣告代言人為干擾變數之研究,行銷評論, 6(4), 529-548。
15. 薛佩雙(2003)行動廣告結合多元媒體對消費者廣告態度之影響,國立交通大學管理科學系碩士論文。
16. 謝明穎(2008)折扣幅度, 限制性促銷對消費者產品評價與購買意願之影響─ 以購買情境為干擾變數,國立高雄科技大學國際企業系碩士論文。

二、 網路資料文獻
1. 資策會(2017年3月23日)。智慧穿戴創新生活解析智慧穿戴式裝置市場趨勢與創新產品應用。2020年1月19日擷取自:https://www.iii.org.tw/Focus/FocusDtl.aspx?f_type=2&f_sqno=Zdw7bw%2b50oGAn2GA6qArNg__&fm_sqno=13
2. Gartner Inc., “Wearable Technology Beyond Smartwatches”, October 21, 2015 。2020年1月19日擷取自:
https://www.gartner.com/smarterwithgartner/wearable-technology-beyond-smartwatches-3/
3. Tractica (2017), “Wearable device shipments to reach 430 million units annually by 2022”。 2020年1月19日擷取自:
http://www.tractica.com/newsroom/press-releases/wearable-device-shipments-to-reach-430-millionunits-annually-by-2022/
4. MIKAKO(2020年5月15日)。Top 10台灣十大網路購物電商平台排名。2020年5月30日擷取自:
https://www.top10.com.tw/life/938/top-10-online-shopping-website/

三、 英文文獻
1. Aaker, D. A. (1973). Toward a normative model of promotional decision making. Management Science, 19(6), 593-603.
2. Aaker, D. A., & Bruzzone, D. E. (1985). Causes of irritation in advertising. Journal of marketing, 49(2), 47-57.
3. Athanasiadis, E., & Mitropoulos, S. (2010). A distributed platform for personalized advertising in digital interactive TV environments. Journal of Systems and Software, 83(8), 1453-1469.
4. Austin, J. T. (1989). Effects of shifts in goal origin on goal acceptance and attainment. Organizational Behavior and Human Decision Processes, 44(3), 415-435.
5. Azeem, M. A. (2012). Consumers' Att itudes toward Commercial E-mail Spam and Web pop-ups: Interference, Perceived Loss of Control, and Irritation.
6. Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of advertising, 41(1), 59-76.
7. Banerjee, S. S., & Dholakia, R. R. (2008). Mobile advertising: Does location based advertising work?. International Journal of Mobile Marketing.
8. Bang, H., Wojdynski, B.W., 2016. Tracking users' visual attention and responses to personalized advertising based on task cognitive demand. Comput. Hum. Behav. 55, 867–876.
9. Barich, H., & Kotler, P. (1991). A framework for marketing image management. MIT Sloan Management Review, 32(2), 94.
10. Bennett, D. (2018). U.S. Patent Application No. 15/979,737.
11. Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion. Englewood Cliffs.
12. Bol, N., Dienlin, T., Kruikemeier, S., Sax, M., Boerman, S. C., Strycharz, J., ... & De Vreese, C. H. (2018). Understanding the effects of personalization as a privacy calculus: analyzing self-disclosure across health, news, and commerce contexts. Journal of Computer-Mediated Communication, 23(6), 370-388.
13. Botti, S., Broniarczyk, S., Häubl, G., Hill, R., Huang, Y., Kahn, B., ... & Wansink, B. (2008). Choice under restrictions. Marketing Letters, 19(3-4), 183-199.
14. Brehm, J. W. (1966). A theory of psychological reactance.
15. Cheng, J. W., & Mitomo, H. (2017). The underlying factors of the perceived usefulness of using smart wearable devices for disaster applications. Telematics and Informatics, 34(2), 528-539.
16. Cho, Chang-Hoan, and Hongsik J. Cheon (2004), “Why Do People Avoid Advertising on the Internet?” Journal of Advertising, 33 (4), 89–97.
17. Chu, W., Gerstner, E., & Hess, J. D. (1995). Costs and benefits of hard-sell. Journal of Marketing Research, 32(1), 97-102.
18. Chuah, S. H. W., Rauschnabel, P. A., Krey, N., Nguyen, B., Ramayah, T., & Lade, S. (2016). Wearable technologies: The role of usefulness and visibility in smartwatch adoption. Computers in Human Behavior, 65, 276-284.
19. De Bock, K., & Van den Poel, D. (2010). Predicting website audience demographics forweb advertising targeting using multi-website clickstream data. Fundamenta Informaticae, 98(1), 49-70.
20. De Pessemier, T., Deryckere, T., Vanhecke, K., & Martens, L. (2008). Proposed architecture and algorithm for personalized advertising on iDTV and mobile devices. IEEE Transactions on Consumer Electronics, 54(2), 709-713.
21. Dillard, J. P., & Shen, L. (2005). On the nature of reactance and its role in persuasive health communication. Communication Monographs, 72(2), 144-168.
22. Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@ management. Journal of advertising research, 36(5), 21-32.
23. Duff, B. R., & Faber, R. J. (2011). Missing the mark. Journal of Advertising, 40(2), 51-62.
24. Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95.
25. Facchetti, A., Rangone, A., Renga, F. M., & 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.
26. Fitzsimons, G. J., & Lehmann, D. R. (2004). Reactance to recommendations: When unsolicited advice yields contrary responses. Marketing Science, 23(1), 82-94.
27. Gironda, J. (2014). Tailored vs. Invasive Advertising: An Empirical Examination of. Age, 18(24), 79.
28. Hernandez, M. D., Chapa, S., Minor, M. S., Maldonado, C., & Barranzuela, F. (2004). Hispanic attitudes toward advergames: A proposed model of their antecedents. Journal of Interactive Advertising, 5(1), 74-83.
29. Hong, J. C., Lin, P. H., & Hsieh, P. C. (2017). The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch. Computers in Human Behavior, 67, 264-272.
30. Hovland, C. I., Janis, I. L., & Kelly, H. H. (1953). Persuasion and communication. New Have.
31. Hühn, A. E., Ketelaar, P., Khan, V. J., Lucero, A., van Gisbergen, M., & Bouwknegt, H. (2012). Ad Intrusiveness of Location-Based Advertising–A Virtual Reconstruction. In Advances in advertising research (vol. III) (pp. 191-207). Gabler Verlag, Wiesbaden.
32. Imhoff, C., Loftis, L., & Geiger, J. G. (2001). Building the customer-centric enterprise: Data warehousing techniques for supporting customer relationship management. Wiley.
33. Kalantari, M. (2017). Consumers' adoption of wearable technologies: literature review, synthesis, and future research agenda. International Journal of Technology Marketing, 12(3), 274-307.
34. Kim, Y.J., Han, J., 2014. Why smartphone advertising attracts customers: a model of web advertising, flow, and personalization. Comput. Hum. Behav. 33, 256–269.
35. Knowles, E. S., & Linn, J. A. (2004). Resistance and persuasion. Psychology Press.
36. Kramer, T., Spolter-Weisfeld, S., & Thakkar, M. (2007). The effect of cultural orientation on consumer responses to personalization. Marketing Science, 26(2), 246-258.
37. Krey, N., Chuah, S. H. W., Ramayah, T., & Rauschnabel, P. A. (2019). How functional and emotional ads drive smartwatch adoption. Internet Research.
38. Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of marketing, 25(6), 59-62.
39. Lee, S., Ha, S., & Widdows, R. (2011). Consumer responses to high-technology products: Product attributes, cognition, and emotions. Journal of business research, 64(11), 1195-1200.
40. Lekakos, G. (2009). It's personal: Extracting lifestyle indicators in digital television advertising. Journal of Advertising Research, 49(4), 404-418.
41. Levine, B., Marci, C., & Kothuri, R. K. V. (2017). U.S. Patent No. 9,569,986. Washington, DC: U.S. Patent and Trademark Office.
42. Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of advertising, 31(2), 37-47.
43. McCarthy, E. J., & Perreault, W. D. (1984). Basic Marketing. Homewood, Illinois: Richard D. Irwin. Inc, 19, 71.
44. McCoy, S., Everard, A., Polak, P., & Galletta, D. F. (2008). An experimental study of antecedents and consequences of online ad intrusiveness. Intl. Journal of Human–Computer Interaction, 24(7), 672-699.
45. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
46. Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of advertising research, 40(3), 67-72.
47. Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., & Leppäniemi, M. (2007). An empirical study of the drivers of consumer acceptance of mobile advertising. Journal of interactive advertising, 7(2), 41-50.
48. Morimoto, M., & Chang, S. (2009). Psychological factors affecting perceptions of unsolicited commercial e-mail. Journal of Current Issues & Research in Advertising, 31(1), 63-73.
49. Munir, H., Rana, R., & Tariq Bhatti, U. (2017). Factors affecting advertisement avoidance through mediating role of customer perceived value. International Journal of Research, 4(9), 961-975.
50. Nyheim, P., Xu, S., Zhang, L., & Mattila, A. S. (2015). Predictors of avoidance towards personalization of restaurant smartphone advertising. Journal of Hospitality and Tourism Technology.
51. Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186.
52. Paley, N. (1989), The Manager's Guide to Competitive Marketing Strategies, American Management Association.
53. Pi, B. (2016). U.S. Patent Application No. 14/793,576.
54. Pine, B. J., Peppers, D. & Rogers, M.(1995)”Do You Want to Keep Your Customers Forever?”, Harvard Business Review, March-April, Vol.73, pp.103-114
55. Rau, P. L. P., Liao, Q., & Chen, C. (2013). Factors influencing mobile advertising avoidance. International Journal of Mobile Communications, 11(2), 123-139.
56. Rauschnabel, P. A., & Ro, Y. K. (2016). Augmented reality smart glasses: An investigation of technology acceptance drivers. International Journal of Technology Marketing, 11(2), 123-148.
57. Rejón-Guardia, F., & Martínez-López, F. J. (2014). Online advertising intrusiveness and consumers’ avoidance behaviors. In Handbook of strategic e-business management (pp. 565-586). Springer, Berlin, Heidelberg.
58. Riedel, A. S., Weeks, C. S., & Beatson, A. T. (2018). Am I intruding? Developing a conceptualisation of advertising intrusiveness. Journal of Marketing Management, 34(9-10), 750-774.
59. Roberts, M. L., & Zahay, D. (2012). Internet marketing: Integrating online and offline strategies. Cengage Learning.
60. Salo, J., & Tähtinen, J. (2005). Retailer use of permission-based mobile advertising. In Advances in electronic marketing (pp. 139-156). IGI Global.
61. Saxena, A., & Khanna, U. (2013). Advertising on social network sites: A structural equation modelling approach. Vision, 17(1), 17-25.
62. Shin, W., & Lin, T. T. C. (2016). Who avoids location-based advertising and why? Investigating the relationship between user perceptions and advertising avoidance. Computers in Human Behavior, 63, 444-452.
63. Sinha, I., Chandran, R., & Srinivasan, S. S. (1999). Consumer evaluations of price and promotional restrictions—a public policy perspective. Journal of Public Policy & Marketing, 18(1), 37-51.
64. Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61-76.
65. Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
66. Thong, J. Y., Hong, S. J., & Tam, K. Y. (2006). The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. International Journal of Human-Computer Studies, 64(9), 799-810.
67. Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.
68. Vaidyanathan, R., & Aggarwal, P. (2002). The impact of shopping agents on small business E-commerce strategy. Journal of Small Business Strategy, 13(1), 62-79.
69. Van Doorn, J., & Hoekstra, J. C. (2013). Customization of online advertising: The role of intrusiveness. Marketing Letters, 24(4), 339-351.
70. Van Doorn, J., & Hoekstra, J. C. (2013). Customization of online advertising: The role of intrusiveness. Marketing Letters, 24(4), 339-351.
71. Vesanen, J. (2007). What is personalization? A conceptual framework. European Journal of Marketing.
72. Wendlandt, M., & Schrader, U. (2007). Consumer reactance against loyalty programs. Journal of consumer marketing..
73. White, T. B., Zahay, D. L., Thorbjørnsen, H., & Shavitt, S. (2008). Getting too personal: Reactance to highly personalized email solicitations. Marketing Letters, 19(1), 39-50.
74. Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of personality and social psychology, 32(5), 906.
75. Wu, L. H., Wu, L. C., & Chang, S. C. (2016). Exploring consumers’ intention to accept smartwatch. Computers in Human Behavior, 64, 383-392.
76. Xiao, B., & Benbasat, I. (2011). Product-related deception in e-commerce: a theoretical perspective. Mis Quarterly, 35(1), 169-196.
77. Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of computer information systems, 47(2), 9-19.
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊