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研究生:郝芸萱
研究生(外文):Yun-Hsuan Hao
論文名稱:行動裝置新型態數位廣告效果之研究—個人化彈出式廣告與原生廣告之比較
論文名稱(外文):Research on Advertising Effectiveness of the New Types of Digital Advertising on Mobile Devices—Comparison between Personalized Pop-up Ads and Native Ads
指導教授:欒斌欒斌引用關係
指導教授(外文):Pin Luarn
口試委員:陳正綱林鴻文
口試委員(外文):Cheng-Kang ChenHong-Wen Lin
口試日期:2021-04-27
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:79
中文關鍵詞:行動廣告原生廣告個人化彈出式廣告廣告效果認知侵入性認知有用性
外文關鍵詞:Mobile advertisingNative advertisingPersonalized pop-up adsAdvertising effectivenessPerceived invasivenessPerceived usefulness
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近年來行動裝置高度普及化促使全球廣告生態改變,不僅促使行動廣告市場規模顯著成長,多樣化新型態數位廣告產生,更促使相關法規頒布與修訂Google新Chrome瀏覽器廣告播放政策對於全球廣告生態造成重大影響。
本研究基於行動裝置,深入探討原生影音廣告、原生資訊流廣告以及個人化彈出式廣告效果差異,其中廣告效果包含回憶度、廣告態度、品牌態度與購買意願。此外,由於侵入性與有用性為個人化效果的雙面刃,本研究比較個人化彈出式廣告之認知侵入性與認知有用性效果,探討是否可藉由個人化效果間接改善用戶對於彈出式廣告的負面體驗。
本研究採用實證研究的量化問卷調查法,以網路作為問卷發放平台,研究樣本為行動裝置使用者,以「具有透過行動裝置看到網路廣告經驗者」為抽樣母體。正式問卷發放共回收321份有效問卷,利用統計軟體SPSS 21.0進行敘述性統計分析、信效度分析、相依樣本t檢定以及單因子相依樣本變異數分析,以驗證研究假說。研究結果發現不同新型態數位廣告形式在回憶度、廣告態度、品牌態度與購買意願效果中存在顯著差異,各效果由高至低排序皆為原生影音廣告—原生資訊流廣告—個人化彈出式廣告。針對回憶度,原生影音廣告形式顯著優於個人化彈出式廣告形式。針對廣告態度,原生影音廣告形式顯著優於原生資訊流廣告形式與個人化彈出式廣告形式,其中原生資訊流廣告形式顯著優於個人化彈出式廣告形式。針對品牌態度,原生影音廣告形式與原生資訊流廣告形式皆顯著優於個人化彈出式廣告形式。針對購買意願,原生影音廣告形式與原生資訊流廣告形式皆顯著優於個人化彈出式廣告形式。此外,個人化彈出式廣告的認知侵入性效果高於認知有用性效果。
本研究根據統計分析實證結果與受測者回饋以及過去文獻資料,針對廣告效果四構面分別提出推薦廣告形式以及優化效果建議,作為未來相關研究與企業之參考,更成為首篇深入探討並比較原生影音廣告、原生資訊流廣告以及個人化彈出式廣告效果研究。
Over the past years, high universalization of mobile devices have led to changes in the global advertising ecosystem. It not only prompted the significant growth of the mobile advertising market and the generation of diversified new types of digital advertising, but also prompted the issuance and revision of relevant regulations. Besides, COVID-19 and Google’s New Chrome Browser Ad Playback Policy put significant impact on the global advertising ecosystem.
The research is based on mobile devices. The aim of this research is to in-depth exploration of the differences in advertising effectiveness between Native video advertising, Native in-feed advertising, and Personalized pop-up advertising. The advertising effectiveness includes recall, attitude towards ad, attitude towards brand and purchase intention. Besides, Because invasiveness and usefulness are the double-edged effect of “personalization”. The research also compares perceived invasiveness and perceived usefulness of Personalized pop-up advertising to explore whether the personalization effect can indirectly improve the users’ negative experience towards Pop-up advertising.
The research employs quantitative survey techniques of empirical study. Use Internet as questionnaire distribution platform. Take “mobile device users” as study sample, and "persons with experience in viewing online advertisements through mobile devices" as sampling population. A total of 321 valid questionnaires were collected from the official questionnaire. Use IBM SPSS statistics 21.0 statistical analysis tools for data analysis and hypothesis verification. The research results found that different new types of digital advertising have significant differences in recall, attitude towards ad, attitude towards brand and purchase intention. The ranking of each effect from high to low is Native video ads—In-feed native ads—Personalized pop-up ads. For recall, Native video advertising is significantly better than personalized pop-up advertising. For attitude towards ad, Native video advertising is significantly better than In-feed native advertising and Personalized pop-up advertising. Among them, In-feed native advertising is significantly better than Personalized pop-up advertising. For attitude towards brand, both Native video advertising and In-feed native advertising are significantly better than Personalized pop-up advertising. For purchase intention, both Native video advertising and In-feed native advertising are significantly better than Personalized pop-up advertising. Besides, for Personalized pop-up advertising, perceived invasiveness effect is higher than perceived usefulness effect.
Thus, the research is based on the empirical results of statistical analysis, feedback from the respondents and past literatures. Providing recommended advertisement type and optimization suggestion to four dimension of advertising effectiveness respectively. It not only provides references for future related studies and enterprises, but also becomes the first study of in-depth exploration and comparison of advertising effectiveness of Native video advertising, In-feed native advertising, and Personalized pop-up advertising.
摘要 III
ABSTRACT IV
致謝 V
第一章 研究緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 行動廣告 6
第二節 原生廣告 7
2.2.1 原生資訊流廣告 9
2.2.2 原生影音廣告 10
第三節 個人化彈出式廣告 11
2.3.1 個人化廣告 12
2.3.2 彈出式廣告 14
第四節 廣告效果 15
2.4.1 回憶度 16
2.4.2 廣告態度 17
2.4.3 品牌態度 18
2.4.4 購買意願 19
第三章 研究方法 21
第一節 研究架構與假說 21
第二節 研究變數定義與衡量方法 23
3.2.1 新型態數位廣告形式 23
3.2.2 廣告效果與認知效果 24
第三節 研究設計與研究工具 25
3.3.1 研究設計 25
3.3.2 研究工具 27
第四節 樣本資料蒐集 30
第五節 資料分析方法 31
3.5.1 敘述性統計分析 31
3.5.2 信度分析 31
3.5.3 效度分析 32
3.5.4 相依樣本t檢定 32
3.5.5 單因子相依樣本變異數分析 32
第四章 資料分析 34
第一節 敘述性統計分析 34
第二節 信效度分析 35
第三節 效度分析 36
4.3.1 原生影音廣告 37
4.3.2 原生資訊流廣告 38
4.3.3 個人化彈出式廣告 40
第四節 相依樣本t檢定 41
第五節 單因子相依樣本變異數分析 42
4.5.1 三種新型態數位廣告形式對於回憶度效果之比較 42
4.5.2 三種新型態數位廣告形式對於廣告態度效果之比較 43
4.5.3 三種新型態數位廣告形式對於品牌態度效果之比較 44
4.5.4 三種新型態數位廣告形式對於購買意願效果之比較 46
4.5.5 三種新型態數位廣告形式對於廣告效果之比較總整理 47
第五章 研究結論與建議 49
第一節 研究結論 49
5.1.1 個人化彈出式廣告之認知侵入性效果高於認知有用性效果 49
5.1.2 不同新型態數位廣告形式對於回憶度具有顯著差異影響 50
5.1.3 不同新型態數位廣告形式對於廣告態度具有顯著差異影響 51
5.1.4 不同新型態數位廣告形式對於品牌態度具有顯著差異影響 51
5.1.5 不同新型態數位廣告形式對於購買意願具有顯著差異影響 52
第一節 研究貢獻 53
5.2.1 理論意涵 53
5.2.2 實務意涵 55
第三節 研究限制與未來研究建議 56
5.3.1 樣本應用限制 56
5.3.2 實驗情境限制 57
5.3.3 研究設計限制 57
參考文獻 58
網路資源 58
英文文獻 61
中文文獻 71
附錄 正式問卷 72
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