行動廣告消費態度影響因素之研究

A Study on the Factors Affecting Consumption Attitudes of Mobile Advertising

陸海文(Hai-Wen Lu) ； 陳依敏(Yi-Min Chen)

《經營管理論叢》 4卷1期 (2008/06) Pp. 1-11

https://doi.org/10.6872/OMR.200806_4(1).0001

摘要

本研究針對台南地區使用行動通訊服務之消費者進行問卷調查，萃取出三個因素構面，探討影響行動廣告消費態度之主要因素。以敘述統計、因素分析、信度分析、多元迴歸分析、集群分析、卡方檢定與多變量變異數分析等方法進行資料分析。研究顯示，喜愛行動廣告消費族群為中低所得者，行動廣告業者在選擇目標市場時，應針對中低所得之顧客群作為行銷目標，訂定行銷組合。影響行動廣告消費態度之主要因素為廣告效用、屈辱與信任，行動廣告業者在廣告效用方面，應根據消費者需要，發送個人化行動廣告，在屈辱與信用方面，應加強對行動廣告中商品之保證與服務品質，有效地提高廣告效果與創造商機。

關鍵字

行動廣告 ； 簡訊廣告 ； 消費態度

並列摘要

The study investigated the consumers who use mobile phone service in Tainan city by questionnaire survey, extracted three factors by factor analysis, studied on the factors affecting consumption attitudes of mobile advertising. According to descriptive statistics, factor analysis, reliability analysis, multiple regression, cluster analysis, chi-squares test and MANOVA, the results show: low-middle income consumers are the group of favorite mobile advertising. Therefore, mobile advertising operators could target market on low-middle income consumers and develop marketing mix for them. The factors affecting consumption attitudes of mobile advertising are advertising utility, indignity, trust and regulation, mobile advertising providers in the aspect of advertising utility, could according to consumer demand to dispatch personalized mobile advertising, in the area of indignity and trust, should further guarantee and service quality of mobile advertising to promote advertising effectiveness and create commercial opportunities.

並列關鍵字

Mobile Advertising ； Short Message Advertising ； Consumption Attitude