網路廣告策略對於行動裝置購買意圖影響之研究

Exploring the Effects of Online Advertising on the Purchase Intention of Mobile Devices

徐崑峰(Hsu, Kuen Feng)

指導教授 ： 吳英隆 ； 王蕙芝

國立中正大學/管理學院/資訊管理學系/碩士(2012年)

摘要

行動裝置已經成為現代人不可或缺的隨身科技配備，各個企業無不卯足全力搶攻這
個廣大的市場。自創品牌的企業，應採用何種網路廣告策略，方能在知名廠牌的環伺下，
有效地建立正面的企業品牌態度，進而增進消費者的購買意圖，不僅是相當重要的研究
課題，更是實業界極欲獲得的資訊。有鑑於過去的科技產品研究多採用資訊型廣告與消
費者溝通，本研究提出同時探究資訊型與情緒型廣告，對於消費者對於全新品牌的廣告
認知、廣告態度、品牌認知、品牌態度、和購買意圖的影響。透過實驗室實驗與問卷，
本研究收集了 72 個有效樣本。研究結果顯示新品牌利用情感型策略的效果比資訊型策
略更能有效建立顧客正面的品牌態度與購買意願。此研究結果將有助於自創品牌的廠商
推出新產品時參考與應用。

關鍵字

廣告策略 ； 網路廣告 ； 購買意圖

並列摘要

Mobile device has become the most popular personal technological system these days.
Enterprises are facing great competition in this growing market. What online advertising
strategy should managers apply when they build a new brand in this market has long been a
focal for practitioners.
Given past studies exploring the mobile device technology tested the informational
advertising strategy only, the current study was designed to test two strategies at the same
time: informational and emotional ones so as to verify their impacts on consumers’
advertising cognition, advertising attitude, brand cognition, brand attitude and purchase
intention.
This study collected the empirical data via the laboratory experiment and questionnaire.
Building on 72 samples, findings indicated that for companies who built a new brand, the
emotional advertising strategy would create a higher advertising cognition, leading to an
enhanced advertising attitude, brand cognition, brand attitude and purchase intention.
Managerial implications were proposed accordingly.

並列關鍵字

Advertising Strategy ； Online Advertising ； Purchase Intention

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