從消費者型態的改變、行動廣告市場成長快速及企業界逐漸接受、新的服務以及新技術的出現之下,除了技術面的障礙外,行動媒體相較於其他媒體,具有不同優勢。本研究旨在探討多媒體簡訊(MMS)特性對廣告價值和廣告效果的影響。在廣告效果衡量方面,本研究修改Brackett and Carr(2001)所提出的廣告態度新模型,再加上互動性四種行動廣告特性為自變數,並以廣告價值性為中介變數,來衡量廣告態度。另外,本研究以Rossiter and Percy (1997)之六個階梯效果為衡量廣告效果的範圍,衡量消費者在不同行動廣告特性之下,對廣告價值和廣告效果的影響。研究結果顯示,資訊性、可信性對廣告價值產生正向顯著的關係,互動性對廣告價值卻呈現負面關係;在廣告效果方面,行動廣告特性會透過廣告價值間接影響廣告效果,廣告效果、資訊性、可信性皆會直接影響廣告效果。
With the development of wireless internet and production of MMS or Java function, consumers receive message of production service to change deeply. Additionally, related studies are gradually increasing and attaching importance in academic circles. But most studies that wireless internet ads attach importance to apply service for influence of ad effect. So in this study, we also use MMS ads for experience tool in cell phone, and our study is based on frame of Brackett and Carr study to discuss multimedia message service characteristics on ads effectiveness. The results show that different characteristics of MMS ads, ad value have significant influence on MMS advertising effectiveness.