2008年Apple App Store的出現,以行動應用程式(Mobile App)市集作為號召,創造全新的行動加值服務樣貌,顛覆傳統行動加值服務的經營模式,造就應用程式(App)新經濟。隨著智慧型手機等行動裝置的普遍,行動廣告的類型也越來越多元化,從非上網型的行動廣告發展至上網型的行動廣告,使得廣告主在運用上有很多不同選擇(資策會,2010)。 本研究以Ducoffe (1996) 與 Brackett 和 Carr (2001) 提出的廣告價值觀點為主要架構,探討消費者使用智慧型手機閱讀新聞時,對於行動新聞平台之App廣告價值評估因素以及影響廣告態度的核心要素。研究結果顯示資訊性、娛樂性對行動新聞平台之廣告價值的評斷具有顯著正向影響力;在影響廣告態度的部份,資訊性、可信度與廣告價值對廣告態度具有顯著正向影響力。 由研究結果可知,資訊性對廣告價值與廣告態度皆有相當高的影響力,行動廣告能否提供消費者所需的資訊以及即時的資訊是最重要的因素。因此本研究建議行動廣告業者應致力於提供資訊類型以及減少干擾程度的廣告型式,有助於提升行動廣告與行動行銷的效果。
The Apple App Store developed in 2008 and appealed to the Mobile App market. It created an entirely new appearance for mobile value-added service , changing the traditional operating model for mobile value-added services and completing a new App economy.As the use of smartphones and other mobile devices has become more common, types of mobile advertising have diversified. Offline mobile advertisements have developed into online mobile advertisements. This has led to numerous usage choices for advertisers (Institute for Information Industry, 2010). Chiefly basing our research structure on the advertising value proposed by Ducoffe (1996) and Brackett and Carr (2011), we explored consumers’ evaluating factors for App advertising values, as well as the core elements that influence their attitudes toward advertising on mobile news platforms while reading the news using smart phones. The results showed that information and entertainment qualities possess a significant positive influence on the evaluation of advertising value for mobile news platforms. Information qualities, credibility, and advertising value possess a significant positive influence on consumers’ attitudes toward advertising. Whether mobile advertisements provide the information required by consumers and real-time information are the most important factors. Therefore, we suggest that mobile advertising businesses focus on providing informative types of advertising and reduce the degree of interference from their advertisements. This would be beneficial to enhancing mobile advertising and marketing effects.