創新行動廣告之商業模式建立與市場接受度實證研究

繼網際網路廣告之後，下一波的廣告趨勢就是行動廣告。然而行動裝置的不一致性，卻也成為了行動廣告發展的可能阻礙。所以如何在目前混亂的行動廣告市場中開拓新商機就成為廣告業的重要課題。本研究依照兩類行動裝置，一是一般手機，另一是智慧型手機，設計出兩種不同的創新行動廣告模式。單一廣告模式適合一般手機，潛在使用者就是絕大部分的手機用戶；廣告平台模式適合iPhone智慧型手機，目前潛在使用者數雖較單一廣告模式少，但是成長快速。另外為了檢驗這兩種廣告模式的市場接受度，本研究也發展出從消費者、廣告主、以及社會網絡三個層面分析的市場接受度模型。希望設計出來的創新行動廣告不僅是創新而已，還具備市場性。最後透過兩個實際的廣告活動，一是依照單一廣告模式設計，另一是依照廣告平台模式設計，在活動期間蒐集來自於消費者以及廣告主的各式資料，分析其個別市場接受度。研究結果顯示，廣告平台模式較適合台灣未來行動廣告市場的發展。

關鍵字

行動廣告；手機廣告；商業模式；市場接受度

並列摘要

The next wave of the advertising trend, after the internet advertising, is the mobile advertising. Nevertheless, due to the individual differences among the mobile devices, the development of mobile advertising can possibly be hindered. It is becoming critically important to pursue innovative business models in such chaotic and emerging mobile advertising market at this moment. The research was conducted on two types of mobile devices. One is the ordinary mobile phone. The other is the smart phone. They were used to develop two different types of innovative mobile advertising business models. Single Advertising Model is designed for ordinary mobile phones which users implicitly account for most of the mobile phones users. Whereas the Platform Advertising Model is designed for iPhone users, it suits those users accounting for comparatively few but rapidly growing populations. In order to appraise the market acceptances of these two advertising models, it is developed in this research to analyze from the perspectives of consumers, advertising agency, and social network. It is expected that the mobile advertising is not only innovative but also marketing viable.