手機簡訊行銷策略效果之探討

A study of the effects of SMS marketing strategies

曾竑賓(Hung-Pin Tseng)

指導教授 ： 廖淑伶

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

隨著行動通訊的普及與自由化，越來越多的電子通訊產品不斷地推陳出新，「手機」可說是人們生活中不可或缺的重要物品之ㄧ；正因如此，手機也逐漸成為電子、平面媒體以外，另ㄧ個重要的行銷平台。而廣告主的行銷模式與手法，也因此更加多元化與全面化，透過手機簡訊的行銷、互動與訊息傳遞，發展出不同於以往的行銷策略與模式，
這也正是本研究欲探討之重點。
本研究使用實驗設計法進行研究，以不同的手機簡訊媒體格式、簡訊發送頻率、簡訊內容類型、簡訊發送頻率與簡訊發送方式，來探討對於行動行銷的知覺有用性與情感反應之影響。採用此研究方法的優點可以較精準衡量出不同手機簡訊行銷方式的效果。
研究結果發現，在行動行銷策略上，「簡訊媒體格式」對於知覺有用性有顯著的影響，其中以圖片型的手機簡訊具強烈的正面效果影響。「簡訊發送頻率」對於情感反應有顯著的差異性，結果指出頻繁的正面情感反應效果會低於不頻繁，且頻繁的負面情感反應效果會高於不頻繁。「簡訊發送方式」對於情感反應也具有顯著的差異性，結果指出許可接收的正面情感反應效果會高於非許可接收，另許可接收的負面情感反應效果會低於非許可接收。歸納分析結果後，提出結論與建議，以供廣告主在手機簡訊行銷策略之運用與參考。

關鍵字

手機簡訊 ； 行銷傳播模型 ； 知覺有用性 ； 情感反應

並列摘要

With the popularity and the liberalization of mobile telecommunication, there are more and more electronic communications products being designed and published. “Cell phones” come to be necessary in our life. As a result, cell phones also gradually become an important marketing platform besides the electronic media and the print media. Moreover, the marketing approaches and advertising techniques grow to be more diversified and more comprehensive. Thus, this study aims to explore the effects of mobile phone SMS marketing strategy.
An experimental design was adopted to investigate the influences of the different SMS media formats, message sending frequency, the way of message sending, and the type of SMS contents on the perceived usefulness and affective responses of mobile marketing. The research results showed that in the mobile marketing strategies, the SMS media formats have significant effects on perceived usefulness and the positive effects of the SMS with pictures are found to be the strongest. There is significant difference between the frequency of sending a message and the affective responses; the effects of frequent positive affective responses are lower than those of the infrequent. There is also significant difference between the way of sending a message and the affective responses; the effects of acceptable positive affective responses are higher than those of the unacceptable. Besides, the effects of acceptable negative affective responses are lower than those of the unacceptable. The conclusions and suggestions are provided as the applications and the reference of SMS marketing strategies to the advertisers, which were based on the results.

並列關鍵字

Short message service (SMS) ； Marketing communication model ； Perceived usefulness ； Affective responses

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