本論文主要目的探討消費者對MMS 行動廣告態度如何影響消費者對於廣告的知覺互動與行為． 本研究企圖回應越來越多於行動裝置上為數眾多的廣告現象．越來越多的研究指出，需要更進一步探討其因果關係．因此，本研究嘗試探討影響消費者對MMS行動廣告的因．本研究假設知覺時間便利性與知覺使用者控制影響消費者對於MMS行動廣告態度有所影響．除此之外，本研究更引進兩個干擾變數-消費者涉入與刺激．本研究資料搜集後利用PLS進行分析．研究結果顯示所有研究假設皆成立，並發現干擾效果的重要性．研究結果亦提供行動廣告相關的理論貢獻與實務意涵．特別是了解消費者使用MMS行動廣告有著效用與享樂兩種目的，干擾效果的增強也強化了 對於MMS行動廣告為了吸引消費者注意，必須要加強使用者的涉入以及增強他們對於感官上的刺激．研究結果也顯示，廣告內容設計必須要避免讓消費者厭煩，才能創造更大效益．;This PhD thesis aims to investigate consumers’ attitudes toward MMS mobile advertising to determine how consumers perceive, interact, and behave to the ads.The research intends to respond to the steadily growing number of advertisements served to mobile devices.A paucity of research and the existing literature on the subject lead to a call for causal studies to provide more insight into the subject and promote the application of it in the near future. An attempt is therefore made to investigate the predicting factors of consumers’ attitude towards MMS mobile advertising.It hypothesizes that the important benefits of perceived time convenience and perceived user control influence consumer attitude towards MMS mobile advertising. To test for systematic differences in effects, it further estimates the moderating effects on the relationships, including consumer involvement and irritation. Data analysis was conducted mainly by means ofpartial least squares (PLS) approach.The results suggest that the positive relationships between the benefits and attitude are contingent on the moderating effects of consumer involvement and irritation. All of the research hypotheses were confirmed and supported. The conceptual framework and empirical findings reinforce the importance of moderating influences and offer new insight that enhances the understanding of what drives and impedes attitude towards MMS mobile advertising. It contributes to mobile advertising research theoretically and practically. Distinguishing the extent to which consumers use and enjoy MMS mobile advertising for utilitarian and hedonic purposes is an essential contribution of this study. From the strengthening hypothesized of moderator variables, it suggests that MMS mobile advertising concept needs to attract consumer’s involvement to increases their motivation to process information that is perceived to be relevant to their inherent demands of thoughts and senses. The advertising design and content should also avoid consumers annoyed by the MMS mobile advertising, which might be uncontrollable, as well as timely inefficient that may stimulate irritation and reduce the ads benefits.
