行動原生廣告使用者行為意願之研究

A Study of User's Behavior Intention to Mobile Native Advertising

李立中(Lee Li-Chung)

指導教授 ： 劉立行

國立臺灣師範大學/科技與工程學院/圖文傳播學系/碩士(2017年)

https://doi.org/10.6345/NTNU202202126

摘要

行動廣告有著許多傳統廣告缺乏的優勢，他具有更強的個人性、精準性、互動性以及使用者更高的注意性。而將行動行銷結合原生內容概念的行銷方式是非常創新的廣告方式，結合原生內容的概念將能透過行動廣告與使用者進行更深度的傳播，讓廣告的效果更加的提升！現今行動廣告相關的研究十分的多元，但對於行動廣告內容加入原生內容概念之後的相關實證研究仍在少數。
本研究以整合型科技接受模式（二）為基礎，探討行動原生廣告使用者行為意願之情形。研究對象設定為使用行動裝置的使用族群，並以問卷調查法進行資料蒐集，共回收414份有效問卷。再以敘述性統計、獨立樣本t檢定、皮爾遜相關分析、單因子變異數分析及迴歸進行分析比對。最後根據所得之資料進行討論，提供未來行動原生廣告發展的參考建議。茲將本研究重要發現分述如下：
一、行動熟練度對於使用行動原生廣告的績效期望、努力期望和享樂動機有顯著影響。
二、績效期望及享樂動機對於使用者行動原生廣告的行為意願有顯著影響。
三、使用者不同月收入在行動熟練度及績效期望上有顯著差異；不同年齡層在社會影響上有顯著差異。
四、使用者不同使用經驗對於行動熟練度有顯著差異；不同使用經驗對於績效期望、努力期望、社會影響、配合條件、享樂動機和行為意願皆有顯著差異。

關鍵字

行動原生廣告 ； 整合型科技接受模式(二) ； 行為意願 ； 行動熟練度

並列摘要

Mobile marketing and advertising is a moderm trend. Compared to traditional advertisement, the advertising which based mobile network has many advantages. Mobile ads are much personal, precision, interactivity and much attention to consumers. Bring traditional ads into mobile phone devices and combine the concept of native content marketing approach is very innovative way to advertise. The concept combines the native content will be able to spread the communication in-depth by using mobile phone devices and mobile internet. However, due to the action research advertising content after adding native concept is still in the minority. Therefore, this study will investigate the user acceptance for mobile phone device users through mobile native advertising technology applications related theories.
On the basis of unified theory of acceptance and use of technology (UTAUT2) to explore the influence of mobile native advertising on user’s behavior intention. The main object of study is mobile device users. Through the questionnaires, a total of 414 valid questionnaires were recoverd. The collected data were analyzed by statistical methods, as Descriptive Statistics, the Independent samples t-test, Pearson’s correlation coefficient, One-Way ANOVA, and Regression Analysis.
In the end, based on the conclusion, this study makes some concrete suggestions to the future of mobile native advertising. The major findings are as follows:
1.The Mobile skillfulness has positive impact on Performance expectancy, Effort expectancy and Hedonic motivation.
2.The Performance expectancy and Hedonic motivation have positive impact on User’s mobile native advertsing Behavior intention.
3.Between the different salary of users, the Mobile skillfulness and Performance expectancy have significant difference; between the different ages of users, the Social influence has significant difference.
4.Between the different use experience, the Mobile skillfulness has significan difference; between the different use experience, the Performance expectancy, Effort expectancey, Social influence, Facilitating conditions, Hedonic motivation and Behavior intention have significant difference.

並列關鍵字

Mobile native advertising ； unified of acceptance and use of technology ； behavior intention ； mobile skillfulness

參考文獻

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一、中文部分

張紹勳（2000）。研究方法。台北市：蒼海書局。