行動廣告互動性與廣告效果之研究

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/63462

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63462

Title:	行動廣告互動性與廣告效果之研究
Authors:	石家彥;Shih,Chia-yen
Contributors:	企業管理學系
Keywords:	互動程度;行動廣告;廣告效果;科技準備度;Interactivity;Mobile advertising;Advertising effectiveness;Teachnology Readiness
Date:	2014-01-28
Issue Date:	2014-04-02 15:19:26 (UTC+8)
Publisher:	國立中央大學
Abstract:	由於智慧型行動裝置（如：智慧型手機、平版電腦）普及率升高，人們的生活受其影響甚深，而行動裝置具有個人化、適時、適地等特性，將其作為廣告媒介（行動廣告）時較其他媒介更容易直接接觸消費者，因此近年來行動廣告快速地蓬勃發展，廣告商運用各種方法透過行動裝置與消費者進行溝通，希望藉此提升其產品的廣告效果。　　本研究探討不同互動程度的行動廣告（高互動／低互動）在不同類型的產品（經驗性／搜尋性）、不同科技準備度（高／低）下，對消費者的廣告效果所造成的影響。實證結果發現，「高互動程度的行動廣告」較「低互動程度的行動廣告」有顯著更高的廣告效果。而以經驗性產品（食品）為廣告產品的高互動程度行動廣告，其廣告效果顯著高於以搜尋性產品（筆記本）為廣告產品的高互動程度行動廣告，但若是低互動程度的行動廣告，則兩種廣告產品之廣告效果並無顯著差異。然而對高科技準備度的消費者而言，高互動程度的行動廣告相較於低互動程度的行動廣告有較高的廣告效果，但對低科技準備度的消費者則正好相反，低互動程度的行動廣告較高互動程度的行動廣告有較高的廣告效果。; Since the smart mobile devices increase the penetration in the market, it brings a vast effect of human's life. The mobile devices have the characteristics of customization, synchronicity and location-based. So when the mobile devices become an advertising medium, it would be more easier to attach the consumers than other advertising medium. Therefore, the mobile advertising is growing vigorously in the recent years. This research discuss how the different degree of interactivity of mobile advertising (High /Low) influence the consumer's advertising effectiveness in a different type of products (experience/search) as well as the degree of consumer's technology readiness (High/Low). The result shows that high interactivity of mobile advertising have more positive effect on consumer's advertising effectiveness than low interactivity of mobile advertising. When considering different type of product and degree of technology readiness, the different degree of interactivity of mobile advertising has influence consumer's advertising effectiveness.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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