行動行銷APP之雙重路徑溝通模式：推敲可能性模式與廣告態度雙重中介模式之整合

A Dual-Path Communication Model for mobile marketing APP: Integration of An Elaboration Likelihood Model and Advertisement Attitude Dual-mediation model

劉詩涵(Shih-Han Liu)

指導教授 ： 林心慧

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2014年)

摘要

本研究以Petty and Cacioppo的推敲可能性模式和MacKenzie, Lutz and Belch的雙重中介模式，將這兩個模式結合建構行動行銷應用程式(APP)的溝通效果，探討圖片相關性、論點品質對於行動廣告認知與行動品牌認知的影響，由於消費者涉入程度的不同，則影響消費者認知的因素將會有所不同。其次，探討消費者認知與態度的關係，其中影響消費者品牌態度的因素，亦會因消費者涉入程度的不同導致品牌態度的形成路徑將有所不同，高涉入程度者的廣告態度傾向於透過行動品牌認知影響行動品牌態度，而低涉入程度者的行動廣告態度傾向於直接影響行動品牌態度，最後，探討行動品牌態度對於行動購買意願之影響。採實驗法進行研究設計，將實驗設計分成，實驗一為「實體產品」以及實驗二為「服務與內容」，設計兩種類型的APP，操弄變數皆為「論點品質」以及「圖片相關性」，為2*2因子實驗設計。
研究結果顯示，在高涉入情況下，行動廣告認知與品牌認知皆會受到論點品質的影響；在行動廣告態度的部份，採取中央路徑進行處理，即行動廣告態度透過行動品牌認知間接影響行動品牌態度；而在低涉入情況下，行動廣告認知與品牌認知皆會受到圖片相關性的影響；在行動廣告態度的部份，採取邊陲路徑進行處理，即行動廣告態度直接影響行動品牌態度。最後，行動品牌態度對行動購買意願有顯著影響。

關鍵字

應用程式 ； 圖片相關性 ； 論點品質 ； 推敲可能性模式 ； 雙重中介模式

並列摘要

This study was employed by the elaboration likelihood model (ELM) and the dual-mediation model. Combined these two models to construct communication effects of mobile marketing APP. Explore the both effects of image correlation and argument quality on "mobile advertising cognitive and mobile brand cognitive". Due to different levels of advertising involvement, the impact on consumer perception will be different. High involvement of advertising attitudes tend to affect mobile brand attitude through mobile brand cognitive. People who is low involvement indicate attitudes toward advertising have a direct bearing on attitudes regarding the brand through affect transfer and constitute the peripheral route of persuasion. Finally, I explore the effect of mobile purchase intention on mobile brand attitude. Conducting a research design mobile by an experimental method, this study is divided into two parts: "physical product" and "services and content". Moreover, I design two types of APP and both of manipulated variables are "argument quality" and "image correlation.

The findings show In the case of high involvement, "argument quality" have significant impact on "mobile advertising cognitive" and "mobile brand cognitive". Taking the central route processing in mobile advertising attitude part, namely mobile advertising attitude tends to affect mobile brand attitude through mobile brand cognitive. Moreover, in the case of low involvement, there is a significant impact on "mobile advertising cognitive" and "mobile brand cognitive" by "image correlation". In mobile advertising attitude part, taking the peripheral route processing, namely Mobile ads attitude directly influence mobile brand attitude. Finally, there is a significant impact on mobile purchase intention from mobile brand attitude.

並列關鍵字

Application ； Image correlation ； Argument quality ； Elaboration likelihood model ； Dual-mediation model

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