行動廣告中廣告認知與廣告效果：品牌形象之干擾效果

Mobile Advertising Perception and Effects: Moderation Effects of Brand Image

白凣芸(Fan-Yun Pai) ； 王亭涵(Ting-Han Wang) ； 彭宇凡(Yu-Fan Peng)

《行銷評論》 15卷3期 (2018/09) Pp. 385-405

摘要

本研究以「行動即時通訊軟體」為主軸探討在行動廣告價值與行動廣告效果相關之研究。首先，探討行動廣告認知之資訊性、娛樂性、反感性、信賴性、互動性對於行動廣告價值的影響；又以品牌形象為干擾變數，探討在行動廣告認知與行動廣告價值之間之干擾效果；最後探討行動廣告價值對於行動廣告效果的影響。本研究以問卷調查法為主要的研究工具，調查方式分為紙本與網路問卷，使用SPSS進行分析。研究結果發現資訊性、娛樂性、信賴性、互動性會正向影響行動廣告價值；而反感性會負向影響行動廣告價值；行動廣告價值則會正向影響行動廣告效果；另外品牌形象對於反感性、信賴性、互動性與行動廣告價值間存在干擾效果。

關鍵字

行動廣告 ； 廣告知覺 ； 廣告價值 ； 廣告效果

並列摘要

Nowadays, Mobile advertisement becomes more and more popular for companies to reach potential consumers. LINE, one of the MIM, offers a very convenient platform and lets users contact with their friends all the time. How to use MIM to attract potential consumers becomes an important issue. This study focuses on ＂MIM＂ and studies the relationship between advertisement value and advertisement effect. It is found that in formativeness, entertainment, credibility and interactivity of MIM positively influence mobile advertisement value and mobile advertisement value positively influences mobile advertisement effect. In addition, brand image enhance the relationship among credibility, interactivity and mobile advertisement value and mitigate between irritation and mobile advertisement value. Managerial implications are then provided to LINE and enterprises advertising in LINE.

並列關鍵字

mobile advertisement ； advertising perception ； advertising value ； advertising effect

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