行動廣告溝通效果對於消費者行動購買意圖之影響

The Effects of Mobile Advertising Content and Communication Effect on Mobile Purchasing Intention

葉鵑語(Chuan-Yu Yeh)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300454

摘要

2013年是智慧型手機的戰國時代，各大手機廠牌不斷推陳出新，行動廣告成為行動行銷的最佳途徑，因為行動廣告的三種特性：個人化、即時性和定位性，能即時有效傳遞消費者所需要的資訊，本研究針對消費者下載將各類購物資訊有系統整理的行動應用程式APP和使用行動無線上網及GPS衛星定位來搜尋所需要的購物資訊，幫助其快速閱讀繁多的購物資訊之兩種消費者行為，以許可性與定位性行動廣告內容理論的三個構面：資訊性、娛樂性及可信度來探討行動廣告內容的構成對於消費者的廣告態度、產品態度以及行動購買意圖之影響，此為本研究之研究目的。本研究透過問卷發放，兩份問卷總共回收438份有效樣本，利用AMOS進行結構方程模型(SEM)分析。研究結果發現許可性和定位性行動廣告對於廣告態度及產品態度有正向影響，其中消費者受到行動廣告刺激後，所產生的廣告態度對於其行動購買意圖是有正向影響關係的。

關鍵字

行動廣告 ； 定位性廣告 ； 許可性廣告 ； 廣告內容 ； 溝通效果

並列摘要

It is the competitive era of Smartphone in 2013 that many manufacturers keep innovate their Smartphone incessantly, mobile advertising is the best way to develop mobile commerce because of its specific characteristics, including personalization, ubiquity and localization (Facchetti et al., 2005), can convey the real-time information what customers need effectively. Due to the fact that it not only provide customers high convenience, but also create huge profits to communicate industry and advertiser, it can be said to have great and new potential in business area. Therefore, the main purpose of this study is that we identify the mobile advertising customers receive from two customer behaviors, one is that customers download the related mobile applications (APP) as well as another is that they use mobile internet or GPS to search for shopping information they need, as Permission-Based advertising and Location-Based advertising respectively to find out the relationship between mobile advertising content, which is composed with informativeness, entertainment and credibility, advertising attitude, product attitude and mobile purchasing intention.
This research applies two kind of the questionnaires and 438 valid samples were collected. The data were analyzed by structural equation model analysis. The results indicate that both Permission-Based and Location-Based mobile advertising content have positive effects on advertising attitude and product attitude. After receiving the stimulation of mobile advertising content, their advertising attitude has positive effects on their mobile purchasing intention.

並列關鍵字

Communication effect ； Permission-Based Advertising ； Location-Based Advertising ； Mobile Advertising ； Mobile Advertising Content

參考文獻

林佳儀（2007），《消費者對於行動廣告許可意願之研究》，碩士論文，國立臺灣大學資

林隆儀、曾冠雄，2008。廣告代言人與廣告訴求方式對廣告溝通效果影響之比較－自我

之效果分析》，[企業管理系] 實務專題報告，國立台灣科技大學企業管理系。

黃蘭鍈、胡安妮、吳凱琳，2008。多媒體簡訊行動廣告溝通效果之研究，行銷評論，第

Baker, M. J. and Churchill, G. A. (1977). The Impact of Physically Attractive Models on