多媒體簡訊行動廣告效果之研究

由於行動通訊的發達，行動電話已成爲現代人的民生必需品。隨著行動通訊技術的提升，透過3G技術的提供，手機功能更多樣化，簡訊不僅可發送文字，甚至可傳送圖片、聲音和影像等多媒體的服務。因此多媒體訊息(MMS)可成爲廣告重要的媒介。本研究主要探討多媒體訊息對廣告效果的影響。以資訊呈現方式、產品類型和消費者類型作爲本研究變項，藉以瞭解多媒體行動簡訊的行銷策略對廣告的影響。問卷發放對象爲中部大學的大學生和研究生，並採一對一實際操作手機廣告訊息。共回收402份問卷，有效問卷爲352份，回收率爲87.56%。主要採用SPSS軟體進行實證研究，以變異數分析作爲實證分析方法。研究結果顯示：動畫的呈現方式對廣告效果最佳，其次爲動態，靜態則最差；產品類型方面，大致上來說，搜尋品對多媒體訊息的廣告效果會優於經驗品；產品類型和呈現方式交互作用下，不管產品類型爲何，動畫的廣告效果最好，靜態的最差，而且，不管資訊呈現方式爲何，搜尋品的效果會部分優於經驗品；至於消費者類型，大致上而言，不會對廣告效果產生顯著影響。企業可根據自己的行銷策略，選擇新興的多媒體訊息作爲廣告媒介，以達到行銷最終目的，提升企業績效。

關鍵字

行動廣告；多媒體訊息MMS ；產品類型；科技消費者；廣告效果

並列摘要

To people in modern life, mobile phone is necessity. As the upgrade of mobile and 3G technologies, the functions of cell phone are diversified. It delivers not only words, but also picture, film and sound. The Multimedia Messaging Service (MMS) becomes an important advertising media. The study focuses on the effects of MMS on advertising. The presentation of information, product type and tech-consumer type are as variables in this study. The samples were the graduate and undergraduate students from the universities of Middle Taiwan. The valid samples were 352, this brought to 87.56% of responses. This paper used ANOVA to do data analysis by using SPSS. The results indicate that the best way to present advertising effect is animation, second is mobile, the last is static state. The advertising effect of search goods is better than experience goods. Under the interaction of product type and the way it presents, no matter what kind of product type it is, the effects of animation is the best, static state is the worst. What’s more, no matter how it presents, the effects of search goods is better than experience goods. And the consumer type has no significant influence on advertising effect.