消費者態度對購買意圖之影響—以服飾業行動廣告為例

時代科技演進，行動設備功能多元化且與日常生活有著緊密的連結，企業在行動設備上發送行銷資訊，此種行銷方式稱之為行動行銷(mobile marketing)，而透過行動電話、或其他無線行動裝置為媒介所發送的廣告訊息則稱為行動廣告(Mobile Advertising)。本研究將行動廣告限縮於服飾業，欲探討業者發送之行動廣告是否影響消費者態度，且進一步影響購買意圖；此外，透過使用與滿足理論衡量行動廣告內容、計畫行為理論探究消費者從事行為時，其他因素影響購消費者購買意圖與否，最後再以調節焦點理論評量促進焦點與預防焦點是否形成干擾效果。本研究使用量化研究方法，研究結果發現資訊娛樂性與干擾性會影響消費者態度，消費者態度與其他相關因素會影響購買意圖，而促進焦點與預防焦點亦產生干擾作用。本研究結果可予以服飾業業者於行動行銷上的建議。

關鍵字

行動廣告；行動行銷；使用與滿足理論；計畫行為理論；調節焦點理論； LINE官方帳號

並列摘要

With the development of information technology and the changes of time, mobile device function diversification and close connection with daily life. companies send marketing information on mobile devices, this marketing method called Mobile Marketing. And advertising message which sent by mobile phones, or other wireless operations called Mobile Advertising. This study focus apparel mobile advertising, and explores whether mobile advertising sent by the companies affects consumer’s attitudes toward apparel mobile advertising and further influences purchase intentions. In addition, consumers are engaged in Use and Gratification of Theory to measure, Theory of Planed Behavior and Regulatory Focus Theory. This study used quantitative methods. The findings found that infotainment and irritation affect consumer’s attitudes toward apparel mobile advertising. Consumer’s attitudes toward apparel mobile advertising and other factors (e.g. Subjective norm and Perceptual behavior control) influence purchase intentions, the promote focus and prevent focus also interfere. The results of this study can be recommended by the apparel industry for mobile marketing.