探討消費者接受行動社群廣告之行為

Understanding Consumers’ Acceptance Intention towards Mobile Social Media Advertising

阮文成(Wen-Cheng Juan)

指導教授 ： 陳文國

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

中文摘要
隨著科技蓬勃發展，加上智慧型行動裝置的興起，引起行動社群通訊軟體的發展興盛，社群通訊媒體對使用者來說，不再只是單一的與他人聯絡感情的社群平台，也是展現自我的另外一種場域。而對於廣告商來說，社群通訊媒體同時也是一個曝光的重要管道。且行動社群通訊軟體廣泛使用的時代下，資訊的分享比以往更加方便快速。本研究主要針對行動廣告特性對廣告價值與態度的影響，以資訊性、娛樂性、干擾性等三項消費者感受到廣告特性為前因，再加上說服知識因素，來衡量消費者對行動廣告的接受意圖。研究以網路問卷，共取得189份有效樣本，透過結構方程模式分析法(SEM)探討消費者接受行動廣告意圖。研究結果顯示，娛樂性及資訊性會降低消費者感受到行動廣告之干擾，會增加消費者對行動廣告的價值與態度，而干擾性會降低獲取的廣告價值。此外，當消費者會願意以自己的經驗去解讀行動廣告，則會提高接受行動廣告之意願。這些研究結果，可以提供後續學術研究與相關產業實務應用之交流。

關鍵字

行動廣告 ； 行動價值 ； 說服知識

並列摘要

Abstract
With the vigorous development of technology, coupled with the rise of smart mobile devices, causing the development of mobile social media and communication tools flourished. The Social media and communication tool for the users is not only just a single contact to bond with others, but also another show self-expression. For advertisers, the social media and communication tool plays an important channel for showing products or services. Moreover, in the era of the mobile social media and communication widely used in the community to share information more easily and quickly than ever before. This study focused on the influence for characteristics of the mobile advertising between the advertisement value and the attitude. It depends on the consumer feeling of the advertisement features as antecedents, such as informativeness, entertainment, and irritation, combined with the factor of persuasion knowledge to measure the mobile consumers to accept the mobile advertising intention. Internet questionnaire survey, a total of 189 valid samples, investigate consumer acceptance of mobile advertising intention through structural equation modeling analysis (SEM). The results show, the informativeness and entertainment will reduce the irritation that consumers feel mobile advertising and will increase the consumer values and the attitudes toward the mobile advertising, and the irritation will reduce the acquisition of the advertising value. In addition, when the consumers would be willing to interpret their own experience to the mobile advertising, willingness to accept mobile advertising will increase. These findings can provide follow-up academic exchanges and practical application of related industries.

並列關鍵字

mobile advertising ； mobile value ； persuasion knowledge

參考文獻

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