企業在新冠肺炎疫情影響下對程序化廣告科技接受度之研究

隨著科技的創新及進步，近年來企業利用程序化廣告之方式已越來越普及，尤其是在疫情期間，不論是企業及消費者對網路的依賴性亦愈來愈高。程序化廣告藉由大數據分析之技術，達到更為精準的廣告投放效果，除可適時控制廣告成本之投入外，亦提升廣告的實質效益。本研究運用Davis(1989)科技接受度模型之易用性、有用性、使用態度及使用意願等認知構面，加入程序化廣告之「成本可控制性」及廣告投放之「行銷精準性」兩項構面作為外部變數，並衡量企業績效等構面，探討在新冠肺炎疫情影響下，企業對於程序化廣告科技之接受度，及程序化廣告之應用，是否能創造企業績效。本研究主要採用問卷調查法，研究對象為已投入程序化廣告之企業，利用結構方程式模型進行分析（SEM）。研究結果發現，除易用性對於有用性及使用態度不顯著、有用性對於使用意願不顯著外，成本可控制性及行銷精準性兩項變數對於易用性、有用性、使用意願等均呈顯著正向關係；使用態度對於使用意願、有用性對於使用態度、使用意願對於企業績效等均呈顯著正向關係。最後，針對程序化廣告，輔以文獻觀點、本研究問卷分析結果及前後差異分析結果，給予學術及實務上的建議。

關鍵字

科技接受模型；程序化廣告；成本可控制性；行銷精準性；新冠肺炎疫情

並列摘要

With the innovation and progress of science and technology, it has become more and more popular for enterprises to use programmatic advertising in recent years, especially during the epidemic period. Both enterprises and consumers have become more and more dependent on the Internet. By using the big data analysis, programmatic advertising can achieve more accurate advertising effect which can not only timely control the investment in the advertising cost, but also improve the substantive benefits of advertising. In this study, cognitive dimensions as ease of use, usefulness, use attitude and willingness to use of the Davis (1989) technology acceptance model were used, and two dimensions of “cost controllability” of programmed advertising and “marketing precision” of advertising delivery are also used as external variables. Finally, enterprise performance dimensions were measured. To explore the corporate acceptance of programmatic advertising and whether the application of programmatic advertising can create corporate performance under the impacts of COVID-19 epidemic. This study adopted questionnaire survey to analyze the research subjects of the enterprises that has invested in the programmatic advertising by the structural equation model (SEM). The results show that only ease of use has no significant impacts on usability and usage attitude, and usefulness has no significant impacts on usage intention. In addition, cost controllability and marketing precision have a significant positive relationship with ease of use, usefulness and willingness to use. There is a positive relationship between use attitude and use intention, usefulness and use attitude, and use intention and enterprise performance. Finally, some practical suggestions were given for programmatic advertising based on the literature view, the questionnaire analysis results and the difference analysis results of this study.