影響簡訊廣告接收意願之因素

Factor of the influence consumers willingness receive messages

周品婕(Pin-Jie Chou)

指導教授 ： 張東生 ； 曹壽民

國立中央大學/管理學院/企業管理學系/碩士(2007年)

摘要

手機簡訊服務的出現，不僅是年輕人互相傳遞訊息的流行產品，其中還有一項應用，就是廣告業者可以透過簡訊將廣告訊息傳達給消費者，不過近年來有些不肖的廣告業者利用「亂槍掃射」的方式濫發簡訊，不僅讓顧客覺得被干擾，也造成企業商譽受損。然而如何提昇消費者對於簡訊廣告的意願，目前也一直欠缺在學術上或實務上的探討。
　　有鑑於此，本研究開始著手整理簡訊廣告的相關資料，並以瞭解各屬性消費者在現實生活中對於簡訊的需求，接著再探討簡訊內容與廣告之間的搭配關係，歸納分析結果後，提出結論及建議，以提供有意藉簡訊廣告來行銷的廣告業者在制定各項簡訊內容之參考。研究結果有了以下的發現：
（一）不同生活型態消費者對簡訊服務之偏好具一定程度之相關聯性
（二）簡訊內容與廣告類別之間的最適搭配關係

關鍵字

生活型態 ； 置入性廣告 ； 簡訊廣告

並列摘要

Short messaging service（SMS）service appearance, not only is the young people mutually transmits the news the popular product, also has an other application,that is a lot of advertisers may penetrate the advertisement to the consumer by SMS,and helps to sell goods.But recent years some advertisers transmits abundant of SMS, not only lets the customer think is disturbed, also creates the enterprise goodwill to suffer injury. And how can increase consumers’ willingness of accepting messages, also is always short of in on academic discussion.
　　According to aforementioned backgrounds, by measurement of consumers’ characteristics, preference of messages and other related factors, advertising companies can increase consumers’ willingness of accepting messages through designing more creative messaging content.
The two topics of this research is
1. to confirm that if there is any correlation between lifestyles and preference of messages.
2. by using corresponding analysis on various types of messaging content and their matching advertising category to give suggestions to advertising companies about the design on messaging content.

並列關鍵字

SMS advertising ； Product placement ； Life style

參考文獻

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