- 學位論文
行動電話電子地圖服務中的廣告動態效果研究
A Study on the Dynamic Effects of Advertisements for the Electronic Map Services on Mobile Phones
摘要
隨著行動電話科技的成熟與行動網路的整合，電子地圖服務在尋路 或旅遊過程中扮演極為重要的角色與功能，許多廠商也開始積極發展可 滿足消費大眾需求的服務，以從中尋找商機。本研究的主要目的為建構 一行動電話上適切的動態廣告；適切的圖文動態效果於行動電話上更能 吸引使用者注意並達到宣傳效果，讓使用者自願進行點閱查看廣告之內 容，進而產生正向的點選意願，以達成廣告目的。本研究在探討相關動 態文獻和現況分析實驗後，歸納整理出圖片動態效果之「移動式」及「漸 變式」與文字動態效果之「快速連續式」及「閃現式」四種動態效果組 合設計因子，以此交叉組合探討使用者在行動電話電子地圖搜尋作業時 對圖文短期記憶績效以及廣告點選之意願。 研究結果顯示：(1) 使用者對於網路廣告擺放位置多偏好上下端橫 幅廣告。 (2) 不同的圖文動態呈現對於受測者在圖形短期記憶與點選意 願主觀評比方面皆有顯著性的差異。在行動電話小介面圖文動態中採研 究中所述「漸變式」搭配「快速連續式」對於接收行動電話橫幅廣告主 要內容與動態圖文所呈現之訊息，均能有較佳之績效。 本研究之結果亦可提供本類行動廣告動態式樣中最佳的實務設計 之參考，進而增進其短期記憶強度與廣告點選率。
並列摘要
Thanks for the success of mobile phone technology and the integration of mobile network，e-map service plays a very important role and function in road searching during the trip. Many manufacturers are starting to develop services which can satisfy necessities from the general consumers aggressively and looking for business opportunities involved. The main purpose of this study is to construct a adequate mobile phone dynamic ads; with adequate Photo dynamic effects on the mobile phone can more easily to attract user’s attention and to achieve the effect of advertisements, users will be glad to click and read the contents of ads and make selection, so as to reach the purpose of ads. This study examined the status of the relevant literature and analysis of dynamic experiments, and finds out the picture of the dynamic effect of "MOBILE" and "GRADUAL" and a text dynamic effects of "RAPID CONTINUOUS " and "FLASH-TYPE " four kinds of dynamic effects of combination design factor, With this cross-combination to investigate the short-term memory of the graphics performance and ads clicking willingness of the users, when using mobile phone e-map searching system. The results showed: (1) upper and lower side multi-banner ads for the online ads are preferable to the users. (2) Significant differences of graphic short-term memory, clicking willingness and subjective rating found of the subjects caused by different dynamic presentation of graphic & texts. Using "gradual change" with "rapid continuous" banner ads described in this study for the small interface mobile phone which receiving mobile phone banner ads have better performance for presentation of messages about main content and dynamic graphic & texts. The results of this study also provide a best reference of design in practical for this kind of mobile dynamic ads. , thereby improving their short-term memory strength and ad clicking rate.