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題名 行動應用程式廣告之行為意圖－以Facebook為例
Understanding the Behavioral Intention of Mobile Application Advertising: The Case of Facebook
作者 徐鈺婷
Hsu, Yu Ting
貢獻者 陳憶寧
Chen, Yi Ning
徐鈺婷
Hsu, Yu Ting
關鍵詞 Facebook
行動應用程式廣告
行為意圖
解構計畫行為理論
Facebook
mobile application advertising
behavioral intention
decomposed theory of planned behavior
日期 2014
上傳時間 1-Apr-2015 10:10:48 (UTC+8)
摘要 新科技的變遷總是為傳播產業帶來新的變革，智慧型手機掀起全球通訊產業的熱潮，造就了行動應用程式新經濟，進而帶動行動應用程式廣告的發展。有鑑於過去研究缺乏以解構計畫行為理論的角度，來探討近年才趨於熱門的行動意用程式，更缺少應用在某特定行動應用程式類型之行為意圖。本研究將以Taylor & Todd（1995)解構計畫行為理論，聚焦於社群媒體廣告研究，並以在社交類型App的龍頭Facebook為研究對象，試圖釐清Facebook行動用程式廣告之行為意圖。

本研究採線上問卷調查法，以非隨機抽樣中的立意抽樣（purposive sample）為蒐集資料的方法，以結構方程模式（Structural Equation Modeling, SEM）為資料的統計分析方法。問卷發放於Facebook以及台大批踢踢實業坊（ptt.cc）符合研究主題的討論區進行資料蒐集，問卷連結日期自二0一五年一月一日至一月十六日，為期十六天，有效問卷共計五百一十一份。研究結果發現：(1) Facebook App的知覺有用性、相容性和知覺娛樂性，與廣告整體態度無顯著關係。(2)廣告內容的「娛樂性」與「個人化」有助於廣告態度的影響；「資訊性」與廣告態度無顯著影響，「煩躁性」與廣告態度則呈現負相關。(3)人際影響、自我效能和廣告態度，與行為意圖皆呈現正相關。

本研究證實，對於使用者來說，相較於電腦版使用經驗與習慣，Facebook App仍有改善空間。此外，Facebook App的廣告內容是否具有完整的廣告資訊已不再首要因素，重要的是，該廣告是否具有娛樂性質和符合個人需求，在不讓使用者感到困擾的情況前提之下，吸引使用者的注意、滿足使用者的需求。同時，本研究證實人際影響、自我效能和廣告態度對行為意圖的正向影響性。
Technology advancement has brought many new changes to the mass media communication industry. Smartphones revolutionized the communication industry by creating the mobile app economy, which lead to the development of mobile app advertisement. Past studies have not taken the decomposed theory of planned behavior into consideration when examining mobile applications that have gained popularity in recent years, let along behavioral intentions, which apply to certain types of mobile applications. Keeping that in mind, this study will focus on advertising within the current social networking industry leader, Facebook, using the above theory by Taylor & Todd (1995), in order to determine the behavioral intention behind Facebook’s mobile application advertisement.

Data used in this study was collected through online questionnaires using the purposive sampling method, and analyzed using structural equation modeling. The questionnaires were distributed on Facebook and sections within ptt.cc that fit the research purpose of this study. Online questionnaire was open from January 1st to January 16th of 2015, spanning a total of 16 days. A total of 511 valid questionnaires were collected. The results of this studies revealed that (1) the perceived usefulness, compatibility, and enjoyment of Facebook app are not related to attitude towards advertisement within the app. (2) Entertainment value and personalization of the content of the advertisement positively affects attitude toward advertisement. Informativeness has no significant impact, while irritation negatively affects attitude towards advertisement. (3) Social influence, self-efficacy and attitude towards advertisement all show positive relation with behavioral intention.

This research has proven that when examining user experience, Facebook app still has room for improvement in comparison with the computer version of Facebook. Also, whether Facebook app advertisement contains complete information is no longer the most important factor. Entertainment value and personalization, whether the advertisement can satisfy the above needs without troubling users, are now the most important points of consideration. Finally, this study has proven the positive effect social influence, self-efficacy and attitude towards advertisement have on behavioral intention.
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描述 碩士
國立政治大學
新聞研究所
100451020
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1004510201
資料類型 thesis
dc.contributor.advisor 陳憶寧zh_TW
dc.contributor.advisor Chen, Yi Ningen_US
dc.contributor.author (Authors) 徐鈺婷zh_TW
dc.contributor.author (Authors) Hsu, Yu Tingen_US
dc.creator (作者) 徐鈺婷zh_TW
dc.creator (作者) Hsu, Yu Tingen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Apr-2015 10:10:48 (UTC+8)-
dc.date.available 1-Apr-2015 10:10:48 (UTC+8)-
dc.date.issued (上傳時間) 1-Apr-2015 10:10:48 (UTC+8)-
dc.identifier (Other Identifiers) G1004510201en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/74295-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 新聞研究所zh_TW
dc.description (描述) 100451020zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 新科技的變遷總是為傳播產業帶來新的變革，智慧型手機掀起全球通訊產業的熱潮，造就了行動應用程式新經濟，進而帶動行動應用程式廣告的發展。有鑑於過去研究缺乏以解構計畫行為理論的角度，來探討近年才趨於熱門的行動意用程式，更缺少應用在某特定行動應用程式類型之行為意圖。本研究將以Taylor & Todd（1995)解構計畫行為理論，聚焦於社群媒體廣告研究，並以在社交類型App的龍頭Facebook為研究對象，試圖釐清Facebook行動用程式廣告之行為意圖。

本研究採線上問卷調查法，以非隨機抽樣中的立意抽樣（purposive sample）為蒐集資料的方法，以結構方程模式（Structural Equation Modeling, SEM）為資料的統計分析方法。問卷發放於Facebook以及台大批踢踢實業坊（ptt.cc）符合研究主題的討論區進行資料蒐集，問卷連結日期自二0一五年一月一日至一月十六日，為期十六天，有效問卷共計五百一十一份。研究結果發現：(1) Facebook App的知覺有用性、相容性和知覺娛樂性，與廣告整體態度無顯著關係。(2)廣告內容的「娛樂性」與「個人化」有助於廣告態度的影響；「資訊性」與廣告態度無顯著影響，「煩躁性」與廣告態度則呈現負相關。(3)人際影響、自我效能和廣告態度，與行為意圖皆呈現正相關。

本研究證實，對於使用者來說，相較於電腦版使用經驗與習慣，Facebook App仍有改善空間。此外，Facebook App的廣告內容是否具有完整的廣告資訊已不再首要因素，重要的是，該廣告是否具有娛樂性質和符合個人需求，在不讓使用者感到困擾的情況前提之下，吸引使用者的注意、滿足使用者的需求。同時，本研究證實人際影響、自我效能和廣告態度對行為意圖的正向影響性。		zh_TW
dc.description.abstract (摘要) Technology advancement has brought many new changes to the mass media communication industry. Smartphones revolutionized the communication industry by creating the mobile app economy, which lead to the development of mobile app advertisement. Past studies have not taken the decomposed theory of planned behavior into consideration when examining mobile applications that have gained popularity in recent years, let along behavioral intentions, which apply to certain types of mobile applications. Keeping that in mind, this study will focus on advertising within the current social networking industry leader, Facebook, using the above theory by Taylor & Todd (1995), in order to determine the behavioral intention behind Facebook’s mobile application advertisement.

Data used in this study was collected through online questionnaires using the purposive sampling method, and analyzed using structural equation modeling. The questionnaires were distributed on Facebook and sections within ptt.cc that fit the research purpose of this study. Online questionnaire was open from January 1st to January 16th of 2015, spanning a total of 16 days. A total of 511 valid questionnaires were collected. The results of this studies revealed that (1) the perceived usefulness, compatibility, and enjoyment of Facebook app are not related to attitude towards advertisement within the app. (2) Entertainment value and personalization of the content of the advertisement positively affects attitude toward advertisement. Informativeness has no significant impact, while irritation negatively affects attitude towards advertisement. (3) Social influence, self-efficacy and attitude towards advertisement all show positive relation with behavioral intention.

This research has proven that when examining user experience, Facebook app still has room for improvement in comparison with the computer version of Facebook. Also, whether Facebook app advertisement contains complete information is no longer the most important factor. Entertainment value and personalization, whether the advertisement can satisfy the above needs without troubling users, are now the most important points of consideration. Finally, this study has proven the positive effect social influence, self-efficacy and attitude towards advertisement have on behavioral intention.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機與緣起 1
第二節 研究目的與問題 7
第二章 文獻探討 11
第一節 Facebook媒介特質 12
第二節 Facebook廣告環境 20
第三節 計畫行為理論 32
第四節 行動應用程式層面之態度信念 37
第五節 廣告內容層面之態度信念 40
第六節 行為意圖 46
第三章 研究方法 51
第一節 研究架構 51
第二節 研究工具 53
第三節 研究對象 55
第四節 資料分析方法 56
第五節 問卷前測 60
第六節 正式施測 71
第四章 研究結果 72
第一節 敘述性統計分析 72
第二節 信度分析 75
第三節 效度分析 77
第四節 整體適配度指標 79
第五節 徑路分析 81
第五章 結論與建議 85
第一節 研究結論 85
第二節 研究限制與未來建議 94
第三節 研究貢獻 96
參考資料 98
中文文獻 98
英文文獻 101
附錄一 114		zh_TW
dc.format.extent 1791312 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1004510201en_US
dc.subject (關鍵詞) Facebookzh_TW
dc.subject (關鍵詞) 行動應用程式廣告zh_TW
dc.subject (關鍵詞) 行為意圖zh_TW
dc.subject (關鍵詞) 解構計畫行為理論zh_TW
dc.subject (關鍵詞) Facebooken_US
dc.subject (關鍵詞) mobile application advertisingen_US
dc.subject (關鍵詞) behavioral intentionen_US
dc.subject (關鍵詞) decomposed theory of planned behavioren_US
dc.title (題名) 行動應用程式廣告之行為意圖－以Facebook為例zh_TW
dc.title (題名) Understanding the Behavioral Intention of Mobile Application Advertising: The Case of Facebooken_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻
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