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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/67595
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67595


    Title: 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
    Authors: 陳怡芳
    Contributors: 管郁君
    陳怡芳
    Keywords: 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
    Date: 2013
    Issue Date: 2014-07-21 15:37:44 (UTC+8)
    Abstract: 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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    Description: 碩士
    國立政治大學
    資訊管理研究所
    101356007
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101356007
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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