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研究生:林香蘭
研究生(外文):LIN,HSIANG-LAN
論文名稱:商店內不同區域接收行動定位廣告對廣告關注度及購買意圖之影響
論文名稱(外文):The Impact of Receiving Location-Based Advertising on the Advertising Attention and Purchase Intentions in Different Areas of the Store
指導教授:謝致慧謝致慧引用關係
指導教授(外文):SHIEH, CHIH-HUI
口試委員:徐村和關復勇凌儀玲謝致慧
口試委員(外文):HSU, TSUEN-HOKUAN, FU-YUNGLING, I-LINGSHIEH, CHIH-HUI
口試日期:2020-06-05
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:行銷與流通管理系
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:2020
畢業學年度:108
語文別:中文
論文頁數:86
中文關鍵詞:行動定位廣告行動定位廣告接收區廣告關注度店內智慧型手機的使用有限注意力容量理論誘餌效應
外文關鍵詞:Location-Based AdvertisingLocation-Based Advertising Receiving AreaAdvertising AttentionIn-Store Mobile Phone UseLimited Attentional Capacity TheoriesDecoy Effect
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隨著智慧型手機的普及,雖為行動服務帶來龐大商機,但卻也帶給實體零售商一些負面影響,例如行動盲點現象,若能了解消費者在商店內使用手機的行為,反倒利用這項特性,在恰當的時機地點向消費發送行動定位廣告,應可提高對廣告的關注,進而影響購買。因此,本研究主要目的探討行動定位廣告接收位置經由廣告關注度對購買意圖之影響,採實驗法,以全家便利商店為實驗場域,共進行兩項實驗,同時探討兩種類型誘餌-不對稱優勢誘餌及幻影誘餌對行動定位廣告接收區與廣告關注度到購買意圖之干擾中介影響。實驗一驗證,消費者在高度行動定位廣告注意區對自身的手機有較高的注意程度,且對手機內部相關使用也有較高程度的關注。實驗二加入誘餌效應元素,再次驗證在高度行動定位廣告注意區中消費者對自身手機有較高的注意程度,且對透過手機發送的行動定位廣告訊息有較高程度的注意及進行更進一步處理,進而產生較高的購買意圖,並發現在幻影誘餌促銷廣告的情況下,高度行動定位廣告注意區比低度行動定位廣告注意區有更高的廣告關注度及更高的購買意圖,在不對稱優勢誘餌的情況下,不管是在高度還是在低度行動定位廣告注意區中,廣告關注度與購買意圖皆無顯著差異。最後,本研究提出理論與實務意涵,供未來研究與行動定位廣告業者應用參考。
Due to the advent and wide spread of mobile phones, although mobile services have unpredictable and huge business opportunities, they also expose physical retailers to various negative effects, such as the phenomenon of Mobile Blinders. If the retailers can understand the behavior of consumers using mobile phones in the store, and in turn use this feature to send Location-Based Advertising to consumers at the right time and place. Such measures should increase consumer advertising attention, which further affects purchase intention and behavior. Therefore, the main purpose of this research is to explore the impact of receiving location for Location-Based Advertising on purchase intentions through advertising attention.A total of two study were conducted to explore two types of Decoy, including Asymmetric Dominance Decoy and Phantom Decoy, which have a moderation and meditation effect on the receiving area of Location-Based Advertising and the impact on advertising attention to purchase intention. The results of study 1 showed that consumers have a high degree of attention to their mobile phones in the highly Location-Based Advertising area, and also have a high degree of attention to the related use of mobile phones. Study 2 added the variable of Decoy effect, and once again verifies that in the high Location-Based Advertising attention area, consumers have a higher degree of attention to their own mobile phones, and also have a higher degree of attention to the Location-Based Advertising messages sent through the mobile phone, there might be more opportunities for further processing, resulting in higher purchase intentions. This research also found that in the condition of Phantom Decoy promotional ads, consumers in high Location-Based Advertising attention areas have higher advertising attention and higher purchase intentions than consumers in low Location-Based Advertising attention areas. In the condition of Asymmetric Dominance Decoy, there is no significant difference between consumers' advertising attention and purchase intentions, whether in high or low Location-Based Advertising attention areas. Finally, this research has proposed relevant theoretical and practical implications, which will be used as a reference for future research and application of Location-Based Advertising.
中文摘要 ii
英文摘要 iv
致謝 vi
目錄 vii
表目錄 ix
圖目錄 x
第一章 緒論 1
第二章 文獻探討與假說建立 4
第一節 有限注意力容量理論 4
第二節 行動定位廣告接收區 6
第三節 廣告關注度 9
第四節 誘餌效應 13
第三章 研究方法與結果 18
第一節 實驗一 18
第二節 實驗二 28
第四章 結論與建議 51
第一節 研究發現 51
第二節 理論貢獻 53
第三節 實務意涵 54
第四節 研究限制與未來研究建議 57
參考文獻 59
附錄一 66
附錄二 68
附錄三 70


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