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題名 行動廣告效果：探討廣告前因、行動特性與廣告認知反應之影響
The Effect of Mobile Advertisement：Investigating the Influence of the Antecedents, Mobile Characteristics and Cognitive Response
作者 陳怡芳
貢獻者 管郁君
陳怡芳
關鍵詞 行動廣告
適地性廣告
廣告態度
廣告效果
Mobile advertisement
Location based advertisement
Attitude Toward the advertisement
Advertisement effect
日期 2013
上傳時間 21-Jul-2014 15:37:44 (UTC+8)
摘要 在行動裝置當道的社會中，行動廣告已成為業者進行產品推廣的新管道。根據過去文獻指出資訊性、娛樂性、干擾性、可信性皆會影響行動廣告效果，但對於加入適時適地性特質的行動廣告較少多加著墨。因此，本研究以Brackett and Carr (2001)提出的廣告態度模型為基礎，旨在探討行動廣告之定位性與即時性此兩特性對行動廣告效果的影響。本研究採量化分析，透過網路發放問卷，有效樣本共480份，研究中以SPSS與Smart PLS軟體進行結構方程模式分析。
研究結果發現，廣告前因之資訊性與娛樂性同屬一構面，本研究將此構面命名為「資訊娛樂性」。當資訊娛樂性越高時，則可信性越高，廣告效果越佳。但當資訊娛樂性越高時，消費者會覺得廣告帶給他越干擾的感覺。其次，在行動特性的影響之下，定位性與即時性對資訊娛樂性和干擾性有交互作用，表示具定位性與即時性的行動廣告確實會對消費者產生影響力。第三，廣告認知反應中只有可信性對行動廣告效果產生影響，干擾性不會影響行動廣告效果，當可信性越高，則行動廣告效果越正面。最後，資訊娛樂性確實會直接影廣告效果，且資訊娛樂性越高，則消費者對行動廣告的態度、廣告中產品的品牌態度及產品的購買意願都會越高。本研究之結果期望能提供學術界與實務界在行動廣告相關研究，及行動廣告設計與規劃運用之參考。
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樊志育(1999)。廣告效果測定技術。台北：三民書局。
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周文賢(2002)。多變量統計分析。台北：智勝文化。
許安琪，樊志育(2002)。廣告學原理。揚智文化事業股份有限公司。
王君豪(2003)。行動廣告表現方式對廣告效果影響之探討。碩士論文，成功大學電信管理研究所。
陳亭羽，陳美慧，朱雅筠(2006)。多媒體簡訊特性對廣告價值與廣告效果之影響研究。行銷評論，3(3)，279-310。
莊淑芬(2007)。廣告大師奧格威未公諸於世的選集。台北：天下文化。
胡安妮(2008)。多媒體簡訊行動廣告效果之研究。碩士論文，國立彰化師範大學企業管理學系。
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描述 碩士
國立政治大學
資訊管理研究所
101356007
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356007
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.author (Authors) 陳怡芳zh_TW
dc.creator (作者) 陳怡芳zh_TW
dc.date (日期) 2013en_US
dc.date.accessioned 21-Jul-2014 15:37:44 (UTC+8)-
dc.date.available 21-Jul-2014 15:37:44 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2014 15:37:44 (UTC+8)-
dc.identifier (Other Identifiers) G0101356007en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67595-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 101356007zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 在行動裝置當道的社會中，行動廣告已成為業者進行產品推廣的新管道。根據過去文獻指出資訊性、娛樂性、干擾性、可信性皆會影響行動廣告效果，但對於加入適時適地性特質的行動廣告較少多加著墨。因此，本研究以Brackett and Carr (2001)提出的廣告態度模型為基礎，旨在探討行動廣告之定位性與即時性此兩特性對行動廣告效果的影響。本研究採量化分析，透過網路發放問卷，有效樣本共480份，研究中以SPSS與Smart PLS軟體進行結構方程模式分析。
研究結果發現，廣告前因之資訊性與娛樂性同屬一構面，本研究將此構面命名為「資訊娛樂性」。當資訊娛樂性越高時，則可信性越高，廣告效果越佳。但當資訊娛樂性越高時，消費者會覺得廣告帶給他越干擾的感覺。其次，在行動特性的影響之下，定位性與即時性對資訊娛樂性和干擾性有交互作用，表示具定位性與即時性的行動廣告確實會對消費者產生影響力。第三，廣告認知反應中只有可信性對行動廣告效果產生影響，干擾性不會影響行動廣告效果，當可信性越高，則行動廣告效果越正面。最後，資訊娛樂性確實會直接影廣告效果，且資訊娛樂性越高，則消費者對行動廣告的態度、廣告中產品的品牌態度及產品的購買意願都會越高。本研究之結果期望能提供學術界與實務界在行動廣告相關研究，及行動廣告設計與規劃運用之參考。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 廣告 4
第二節 行動廣告 7
第三節 行動廣告特性 14
第四節 廣告態度模型 20
第五節 廣告效果 25
第三章 研究方法 31
第一節 研究架構 31
第二節 研究假說 32
第三節 變數操作型定義 36
第四節 研究設計 43
第五節 問卷設計 44
第六節 前測 48
第四章 統計分析與假設檢定 62
第一節 人口統計資料 62
第二節 信度與效度檢測 66
第三節 結構模式分析 77
第四節 假說驗證 81
第五章 結論與建議 85
第一節 研究結論 85
第二節 研究建議 87
第三節 研究限制 89
第四節 後續研究方向 90
參考文獻 91
附錄一 98		zh_TW
dc.format.extent 1210751 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356007en_US
dc.subject (關鍵詞) 行動廣告zh_TW
dc.subject (關鍵詞) 適地性廣告zh_TW
dc.subject (關鍵詞) 廣告態度zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.subject (關鍵詞) Mobile advertisementen_US
dc.subject (關鍵詞) Location based advertisementen_US
dc.subject (關鍵詞) Attitude Toward the advertisementen_US
dc.subject (關鍵詞) Advertisement effecten_US
dc.title (題名) 行動廣告效果：探討廣告前因、行動特性與廣告認知反應之影響zh_TW
dc.title (題名) The Effect of Mobile Advertisement：Investigating the Influence of the Antecedents, Mobile Characteristics and Cognitive Responseen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 蕭湘文(1999)。廣告創意。台北：五南。
樊志育(1999)。廣告效果測定技術。台北：三民書局。
王孟昭(2001)。無線應用簡短訊息服務支廣告效果研究。碩士論文，國立台灣科技大學企業管理系。
周文賢(2002)。多變量統計分析。台北：智勝文化。
許安琪，樊志育(2002)。廣告學原理。揚智文化事業股份有限公司。
王君豪(2003)。行動廣告表現方式對廣告效果影響之探討。碩士論文，成功大學電信管理研究所。
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