許可式行動廣告持續關注因素探討－顧客價值理論之應用

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翁妤瑄(Yu-Hsuan Wong) 查詢紙本館藏

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論文名稱

許可式行動廣告持續關注因素探討－顧客價值理論之應用

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 許可式行動廣告
★ 顧客價值理論
★ 知覺資訊揭露的風險
★ 關係滿足
★ 自我滿足

關鍵字(英)

★ Permission-based Mobile Advertising
★ Customer Value Theory
★ Perceived Risk of Information Disclosure
★ Relationship-oriented Gratification
★ Self-oriented Gratification

論文目次

摘　要 i
Abstract ii
誌　謝 iv
目　錄 v
圖目錄 vii
表目錄 viii
第一章緒論 1
1-1　研究背景 1
1-2　研究動機 3
1-3　研究目的 5
1-4　研究流程 6
第二章文獻探討 7
2-1　行動行銷 7
2-1-1　行動廣告 7
2-1-2　許可式行動廣告 8
2-2　顧客價值理論 9
2-2-1　顧客價值衡量的構面 9
2-2-2　功能價值 10
2-2-3　情感價值 11
2-3　使用與滿足理論 12
2-3-1　使用與滿足衡量構面 13
2-3-2　關係滿足 14
2-3-3　個人滿足 14
2-4　知覺資訊揭露的風險 15
2-5　持續關注意圖 15
第三章研究設計 17
3-1　研究架構 17
3-2　研究假設 18
3-3　研究變數操作型定義及問項設計 22
3-4　研究對象與資料蒐集 26
3-5　研究方法 26
3-5-1　樣本資料分析 26
3-5-2　信度檢定 27
3-5-3　效度檢定 27
3-5-4　假設驗證 28
第四章資料分析與研究驗證 32
4-1　樣本基本資料分析 32
4-2　研究構面敘述性統計分析 35
4-3　測量模型之信效度分析 37
4-3-1　信度分析 37
4-3-2　效度分析 37
4-4　結構模型路徑分析 40
4-4-1　研究模型與模型配適度檢定 40
4-4-2　路徑分析結果 41
第五章結論與建議 44
5-1　研究結論 44
5-2　管理意涵 47
5-3　研究限制與建議 49
參考文獻 50
問　卷 60

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[1]eMarketer：2 Billion Consumers Worldwide to Get Smart (phones) by 2016。
2014年12月11日，取自：
http://www.emarketer.com/Article/2-Billion-Consumers-Worldwide-Smartphones-by-2016/1011694

[2]資策會創新應用服務研究所 (Foreseeing Innovative New Digiservices, FIND)：行動媒體帶動廣告個人化與互動化　適地性廣告市場成長空間大。2012年5月9日，取自：
http://www.find.org.tw/market_info.aspx?n_ID=7147

指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2016-6-17

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