隨著無線網路日益發達,行動購物使用量的增加,大幅改變了消費者接收產品服務訊息的方式,也間接影響了國內廣告主對於播放廣告管道的策略。因此,研究在LINE官方帳號上推播的廣告類型、內容、特性,會如何影響消費者對於廣告的態度有其必要性。過去研究也大多僅聚焦於SMS形式與MMS形式,較少提及特定形式的廣告,也較少有人將互動性作為知覺前因探討如何影響廣告價值與廣告態度進而影響到購物網站的使用意願。 本研究希望以Ducoffe(1996)廣告態度模式為基礎,新加入互動性此變數,探討在新興的廣告平台之下,對於廣告態度及使用行動購物購買意願的影響因素,同時檢視變數間的關聯性,以協助企業了解這些影響因素的重要性及顯著性,進而發展適當的廣告策略。研究結果顯示: 1.行動廣告之娛樂性、資訊性、互動性與廣告價值和購買意願之間有正向顯著影響。 2.行動廣告之干擾性與購買意願之間有負向顯著影響,但行動廣告之干擾性對於行動廣告的廣告價值影響不顯著。
With Wi-Fi equipment developed increasingly, the way consumers receive the message of goods and services has been also changed dramatically. Therefore, it is necessary to study on the type, content and characteristics of commercials on LINE Official Account. It is also important to understand how it will affect consumer attitudes advertising. Most previous studies have only focused on the study about SMS and MMS, and it’s fewer to discuss specific forms of advertisement. The study is primarily base on the Ducoffe (1996) model, and consider the new variable interactivity to explore how antecedents affect advertising value and purchase intention under the new advertising platform. Through researching the relationship of the variables, I wish it could help businesses understand the importance and significance of these factors, and to develop appropriate advertising strategy. The results showed that: 1. Factors including entertainment, information, interactivity positively affect advertising value and purchase intention. 2. Factors of irritation negatively affect purchase intention, but do not affect advertising value.