消費者對於行動廣告許可意願之研究

A study of consumer permission intention toward mobile advertising.

林佳儀(Chia-Yi Lin)

指導教授 ： 陳文賢

共同指導教授 ： 盧希鵬(Hsi-Peng Lu)

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00682

摘要

人們對於行動電話需求快速的成長與適應，伴隨而來是SMS(short messageing service)以及MMS(multimedia messaging service)的普及，創造了一個新的機會，讓行銷人員能夠透過這嶄新的溝通管道與顧客直接接觸而無時空的限制。然而，由業者主動傳送的廣告訊息可能對消費者產生干擾，而個人化的廣告也可能產生隱私權的疑慮。由於行動廣告仍處於在實驗階段，以此為主題的學術研究仍為少數，對於此新興廣告媒體的本質與意涵仍然無法完全瞭解。

有鑑於此，本研究以許可型行動廣告為主題，以行動廣告異於其他媒體廣告的價值為觀點，討論消費者願意給許可接收行動廣告的現象。本研究主要目的有三：(1)以理性行為理論做為模式理論基礎，瞭解影響消費許可接收行動廣告意願之因素。(2)利用實驗法，比較「大眾行銷型」與「會員服務型」兩種不同類型的行動廣告在許可意願上的差異。(3)瞭解年齡與性別是否對影響許可意願之因素產生差異。

經由實驗結果發現，理性行為理論在消費者對於行動廣告許可意願上也有良好的解釋能力，並且「行動服務價值」透過「廣告內容價值」能夠對許可態度產生更強烈的影響。會員服務型許可意願顯著優於大眾行銷型。性別並未造成差異，但年輕族群在許可態度與許可意願上顯著優於其他年齡層，可做為主要推行行動廣告之目標客戶群。本研究的發現提供實務意涵與建議有助於國內對行動廣告的發展，並且點出未來研究方向供後續學者參考。

關鍵字

行動廣告 ； 許可 ； SMS ； MMS ； 理性行為理論

並列摘要

The rapid growth and adoption of mobile phone, accompanied with the popularization of SMS and MMS, have created an outstanding opportunity for marketers to explor this new channel of promotional direct marketing without time or location barriers. However, the activitely delivered ads may irritate consumers and individualized mobile ads may lead them to feel that their security of privacy is at risk. Still in an experimental phase, little academic research on this topic and the nature and implications of this new channel are not yet understood fully.

Therefore, we focus on Permission-based mobile advertising and attempt to investigate how consumers perceived value of mobile advertisements and discuss the phenomenon of consumers’ willingness to give permission to receive m-ads. The purposes of this study are: (1) Based on the Theory of Reasoned Action (TRA), we investigate the factors that affect consumers to give a permission to receive m-ads. (2)Using Experimental method, we compare the difference of permission intention between “mass- marketing m-ad” and “member-service m-ad”. (3) To understand whether age and gender will make differences among the factors that influence consumer permission intention toward m-advertising.

This study has proved the validity of TRA for research in the area of m-advertising. The empirical result also indicates that ”mobile service value” has a stronger indirect effect to influence permission attitude through “advertisement content value”. We also find subjects in “member-service m-ad group” have significantly higher permission intention than another group. Gender has no impact, but young age have significantly greater permission attitude and intention than others. Therefore, marketers can target young people as their major customers to develop m-advertising. The paper rounds off with conclusions, implications for marketing practice and directions for future research.

並列關鍵字

mobile advertising ； permission ； SMS ； MMS ； Theory of Reasoned Action

參考文獻

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