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題名 行動廣告消費者信任與廣告接收反應之研究
作者 朱怡靜
貢獻者 張愛華
朱怡靜
關鍵詞 行動廣告
消費者信任
適地性
信任傾向
日期 2008
上傳時間 11-Sep-2009 16:54:02 (UTC+8)
摘要 近年來，隨著行動配備的普及，越來越多的企業開始以行動廣告做為宣傳產品或服務的新溝通管道，由於行動媒體極具個人化和隱私特性，因此，行銷人員不能無視消費者的觀感，而一味地大量傳送對和消費者無關的廣告內容，或是使用干擾的方式強迫消費者接收，甚至利用行動廣告的便利性發送詐騙簡訊，長久來看，消費者將對品牌主、電信業者產生不信任感，對於資訊安全和個人資料的法律保護，也將產生質疑和缺乏信心。
      本研究以問卷調查法蒐集資料，透過統計分析和解釋，研究行動廣告關聯性和許可傳送對消費者信任、廣告接收反應的關係，並探討消費者信任傾向、適地性、行動媒體廣告態度是否對上述關係有干擾效果，最後，再了解消費者信任和廣告接收反應的關係。本研究結果發現：
     一、當行動廣告與消費者關聯性越高時，消費者品牌信任、行動廣告信任越
     高，閱讀、保留訊息、蒐集資訊、回復、參與活動、轉寄的可能性越高，而刪除的可能性會越低。
     二、相對於非許可式行動廣告，消費者對許可式行動廣告有較高的品牌信任、行動廣告信任、資訊環境信任和法律信任，閱讀、保留訊息、蒐集訊息、回復、參與活動、轉寄的可能性會越高，刪除的可能性會越低。
     三、相對於非許可式的行動廣告，許可式的行動廣告內容和消費者的關聯程度越高。
     四、信任傾向對關聯性形成的「品牌信任、行動廣告信任」正向關係，與「閱讀、保留訊息、回復、參與活動」可能性之關係有干擾效果。
     五、在消費者信任傾向高時，適地性對關聯性形成的「品牌信任」正向關係有干擾效果，此外，適地性也會干擾關聯性形成的「刪除、閱讀」可能性。而適地性不會干擾許可傳送方式對消費者信任的關係，但在消費者行動媒體態度佳的情況下，適地性對許可傳送形成的「閱讀」可能性有干擾效果。
     六、行動媒體廣告態度對許可傳送形成的「品牌信任」正向關係、「閱讀」可能性有干擾效果。
     七、消費者信任和廣告接收反應具有正向關係，亦即當消費者信任感越高，則廣告接收反應會越好。此外，消費者信任在行動廣告關聯性、許可傳送對廣告接收反應的影響間，扮演了部分的中介角色。
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描述 碩士
國立政治大學
企業管理研究所
96355059
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096355059
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.author (Authors) 朱怡靜zh_TW
dc.creator (作者) 朱怡靜zh_TW
dc.date (日期) 2008en_US
dc.date.accessioned 11-Sep-2009 16:54:02 (UTC+8)-
dc.date.available 11-Sep-2009 16:54:02 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 16:54:02 (UTC+8)-
dc.identifier (Other Identifiers) G0096355059en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29937-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 96355059zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 近年來，隨著行動配備的普及，越來越多的企業開始以行動廣告做為宣傳產品或服務的新溝通管道，由於行動媒體極具個人化和隱私特性，因此，行銷人員不能無視消費者的觀感，而一味地大量傳送對和消費者無關的廣告內容，或是使用干擾的方式強迫消費者接收，甚至利用行動廣告的便利性發送詐騙簡訊，長久來看，消費者將對品牌主、電信業者產生不信任感，對於資訊安全和個人資料的法律保護，也將產生質疑和缺乏信心。
      本研究以問卷調查法蒐集資料，透過統計分析和解釋，研究行動廣告關聯性和許可傳送對消費者信任、廣告接收反應的關係，並探討消費者信任傾向、適地性、行動媒體廣告態度是否對上述關係有干擾效果，最後，再了解消費者信任和廣告接收反應的關係。本研究結果發現：
     一、當行動廣告與消費者關聯性越高時，消費者品牌信任、行動廣告信任越
     高，閱讀、保留訊息、蒐集資訊、回復、參與活動、轉寄的可能性越高，而刪除的可能性會越低。
     二、相對於非許可式行動廣告，消費者對許可式行動廣告有較高的品牌信任、行動廣告信任、資訊環境信任和法律信任，閱讀、保留訊息、蒐集訊息、回復、參與活動、轉寄的可能性會越高，刪除的可能性會越低。
     三、相對於非許可式的行動廣告，許可式的行動廣告內容和消費者的關聯程度越高。
     四、信任傾向對關聯性形成的「品牌信任、行動廣告信任」正向關係，與「閱讀、保留訊息、回復、參與活動」可能性之關係有干擾效果。
     五、在消費者信任傾向高時，適地性對關聯性形成的「品牌信任」正向關係有干擾效果，此外，適地性也會干擾關聯性形成的「刪除、閱讀」可能性。而適地性不會干擾許可傳送方式對消費者信任的關係，但在消費者行動媒體態度佳的情況下，適地性對許可傳送形成的「閱讀」可能性有干擾效果。
     六、行動媒體廣告態度對許可傳送形成的「品牌信任」正向關係、「閱讀」可能性有干擾效果。
     七、消費者信任和廣告接收反應具有正向關係，亦即當消費者信任感越高，則廣告接收反應會越好。此外，消費者信任在行動廣告關聯性、許可傳送對廣告接收反應的影響間，扮演了部分的中介角色。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景 1
     第二節 研究動機 2
     第三節 研究目的 6
     第四節 研究對象與範圍 7
     第五節 研究流程 8
     第二章 文獻回顧 9
     第一節 行動行銷與行動廣告之定義 9
     第二節 行動廣告介紹 12
     一、行動廣告特色 12
     二、行動廣告的形式和標準 16
     三、行動廣告應用類型及範疇 19
     第三節 許可行銷與干擾行銷 21
     一、定義 21
     二、許可行銷應用 22
     第四節 信任 25
     一、信任 25
     二、信任傾向 27
     三、行動商務信任 28
     第五節 廣告態度 39
     一、態度之定義 39
     二、廣告態度之研究 40
     第六節 廣告接收反應 43
     第三章 研究架構與方法 47
     第一節 研究架構 47
     第二節 研究假說 48
     第三節 研究變數的定義與衡量 56
     第四節 問卷發展與問卷設計 63
     第五節 抽樣設計及資料收集 65
     第六節 資料分析方法 65
     第四章 資料分析 67
     第一節 樣本結構分析 67
     一、人口統計變數分析 67
     二、受訪者行動廣告接收經驗 70
     三、研究變數之平均數與標準差 74
     第二節 人口統計變數和可接受行動廣告數目之關聯 75
     第三節 信度與效度分析 78
     第四節 行動廣告關聯性對信任關係、廣告接收反應的影響 79
     一、信任關係 79
     二、廣告接收反應 85
     第五節 許可式傳送對信任關係、廣告接收反應的影響 89
     一、信任關係 89
     二、廣告接收反應 93
     第六節 消費者信任與廣告接收反應的關係 99
     第七節 消費者信任的中介效果 101
     第八節 假說檢定結果彙整 103
     第五章 結論與建議 106
     第一節 研究結論 106
     一、行動廣告關聯性和消費者信任、廣告接收反應的關係 106
     二、行動廣告傳送方式和消費者信任、廣告接收反應間的關係 106
     三、行動廣告傳送方式和行動廣告關聯性的關係 107
     四、信任傾向之干擾效果對消費者信任、廣告接收反應的影響 107
     五、行動廣告適地性之干擾效果對消費者信任、廣告接收反應的影響 107
     六、行動媒體廣告態度之干擾效果對消費者信任、廣告接收反應的影響 108
     七、行動廣告接收反應的心理機制—信任的中介角色 109
     第二節 實務意涵和建議 109
     一、行動廣告的內容必須是和消費者相關的訊息 109
     二、許可傳送的重要性 109
     三、取得消費者信任將是行動廣告未來發展重要影響因素之一 110
     第三節 研究貢獻 112
     第四節 研究限制與未來研究方向 113
     參考文獻 114
     附錄 研究問卷 126		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096355059en_US
dc.subject (關鍵詞) 行動廣告zh_TW
dc.subject (關鍵詞) 消費者信任zh_TW
dc.subject (關鍵詞) 適地性zh_TW
dc.subject (關鍵詞) 信任傾向zh_TW
dc.title (題名) 行動廣告消費者信任與廣告接收反應之研究zh_TW
dc.type (資料類型) thesisen
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