適地性行動廣告成效之探討

On the Location Based Advertising to investigate effectiveness

徐鈺棠(Yu-tang Shi)

指導教授 ： 劉士豪

中原大學/商學院/資訊管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400347

摘要

由於行動裝置的普及率的逐漸攀升，進而提升適地性廣告的市場發展，對於傳統媒體逐漸受到網路衝擊，企業的廣告投放勢必面臨不同媒體選擇的問題，而本研究以Kahneman和Tversky（1979）提出的展望理論為基礎，探究框架效應與IKEA效應對於購買意願的影響並結合適地性來驗證兌換率。本研究採實地實驗法進行研究驗證，以零售便利商店為實驗地點，控制不同的廣告框架、產品類別及適地性因子，來確立適地性廣告投放的效益，其研究成果可供企業在行銷策略及廣告投放上的建議。
研究結果指出：(1)框架效應中的損失框架廣告會提升影響購買意願；(2)IKEA效應對購買意願會產生排除效果，但會提升優惠卷兌換比率；(3)產品類別中的便利品廣被收藏比例較高；(4)適地性對於優惠卷的兌換比率成負向關係；(5)選購品的廣告在適地性影響下，距離越遠被兌換比率比便利品還來得低。

關鍵字

IKEA效應 ； 框架效應 ； 展望理論 ； 行動廣告 ； 適地性廣告

並列摘要

As the penetration rates of mobile devices are gradually increasing, the market of location-based advertising is also rising. Traditional media industries are being adversely affected by internet, Enterprise will certainly confront problems on choosing different media while placing advertisements. Based on Prospect Theory by Kahneman & Tversky (1979), this thesis studies Framing Effect and IKEA Effect’s impact on purchase intention, and also integrated location-based advertising to prove the exchange rate. This research adopts Filed Experiment to perform research and validate, using retail convenience stores as locations of experiment, controlling different advertising frames, categories of prducts and location-based factors to ensure the benefits of location-based advertising placement. The research achievements can provide suggestions to business on marketing strategies and advertisements placing.

並列關鍵字

IKEA effect ； location-based advertising ； Mobile advertising ； framing effects ； prospect theory

參考文獻

Chen, K.-Y., & Krakovsky, M. (2010). Secrets of the Moneylab: How Behavioral Economics Can Improve Your Business. Penguin. com.

江義平、湯少華 (2008)。台灣行動行銷產業發展趨勢之探索性研究。電子商務學報，10(4)，1009–1040。

黃蘭鍈、胡安妮、吳凱琳 (2008)。多媒體簡訊行動廣告效果之研究。行銷評論， 5(4)，481–513。

Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2008). Advertising and promotion: An integrated marketing communications perspective. mcgraw-hill.

Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23–32.