近幾年來，使用行動裝置的比例持續增加，企業或品牌開始著手以許可式行動廣告來傳遞產品或服務資訊，透過行動裝置事先詢問消費者是否有接受廣告訊息的意願，然而，接受許可式行動廣告必須揭露部分個人資訊，使消費者認知到資訊揭露的風險。而消費者主動接受許可式行動廣告，目的是為了滿足其特定需求，企業也因此期望能藉此與消費者建立長期的關係，提高消費者持續關注許可式行動廣告的意圖，卻時常無法正確衡量消費者所重視許可式行動廣告的價值，失去傳遞許可式行動廣告的意義。本研究以顧客價值理論、知覺資訊揭露的風險探討影響消費者持續關注許可式行動廣告之意圖的因素，並加入使用與滿足理論中的關係滿足與自我滿足探討其對於持續關注許可式行動廣告之意圖的影響。本研究針對曾經關注過許可式行動廣告的消費者為調查對象，共回收 379 份有效問卷，並以結構方程式分析資料，研究結果顯示，功能價值對於關係滿足與自我滿足有正向顯著影響；情感價值之娛樂性對於關係滿足與自我滿足有正向顯著影響，而情感價值之干擾性則對自我滿足有正向顯著影響；知覺資訊揭露的風險對自我滿足有負向顯著影響。此外，關係滿足與自我滿足對持續關注意圖有正向顯著影響。最後，本研究根據假設驗證結果及分析，提出相關建議，以增加消費者持續關注許可式行動廣告的意圖。;In recent years, the proportion of using the mobile devices goes up increasingly. Many companies and brands start to deliver the information of products or service by permission-based mobile advertising. Before sending advertising messages to consumers, companies or brands must ask consumers’ willing at first whether they accept mobile advertising. However, accepting permission-based mobile advertising needs to disclose parts of personal information, it makes consumer perceive the risk of information disclosure. The purpose of consumers actively accepting permission-based mobile advertising is to gratify their specific needs. Therefore, companies expect to establish the long-term relationship with customers, which can enhance intention of consumer keeping following permission-based mobile advertising. Nevertheless, companies and brands often failed to deliver the meaning of permission-based mobile advertising due to incorrectly evaluate the value of permission-based mobile advertising which consumers pay attention on. This research provides a model on the basis of customer value theory and the perceived risk of information disclosure to investigate that influence the factors of keeping following intention, as well as how relationship-oriented gratification and self-oriented gratification based on the uses and gratifications theory affect consumers’ keeping following intention. This research’s target respondents are ever using permission-based mobile advertising consumers. 379 effective surveys were collected. The analysis is carried out by Structural Equation Modeling. The research has shown that functional value will positively affect relationship-oriented gratification and self-oriented gratification. Entertainment of emotional value will positively affect relationship-oriented gratification and self-oriented gratification, and irritation of emotional value has a positive effect on self-oriented gratification. The perceived risk of information disclosure has a negative effect on self-oriented gratification. Otherwise, relationship-oriented gratification and self-oriented gratification have a positive on keeping following intention. In conclusion, through proving the hypothesis, this research provides suggestions in order to increase consumer’s willingness to keep following permission-based mobile advertising.
