消費者對MMS手機廣告的態度在手機服務收益的影響:以參與和刺激為干擾變數

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孔哈迪(Hadi Kuntjara) 查詢紙本館藏

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論文名稱

消費者對MMS手機廣告的態度在手機服務收益的影響:以參與和刺激為干擾變數
(Mobile Service Benefits on Consumer Attitude toward MMS Mobile Advertising: Moderating Roles of Involvement and Irritation)

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摘要(中)

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．

摘要(英)

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.

關鍵字(中)

★ 行動商務
★ 態度
★ 便利性
★ 時間便利性
★ 使用者控制

關鍵字(英)

★ mobile advertising
★ attitude
★ MMS
★ time convenience
★ user control

論文目次

TABLE OF CONTENTS

ABSTRACT IN CHINESE………………………………………………………................i

ABSTRACT IN ENGLISH ………………………………………………………………..ii

ACKNOWLEDGEMENTS …………………………………………………………….....iv

TABLE OF CONTENTS ………………………………………………………………….v

LIST OF FIGURES……………………………………………………….……………..viii

LIST OF TABLES ………………………………………………………………………...ix

CHAPTER I: INTRODUCTION …………………………………………………...…….. 1

1.1. Background ………………………………………………………….………... 1

1.2. Research Gaps and Contributions ………………………………….…..…….. 3

1.3. Research Questions …………………………………………….……............... 4

1.4. Purposes of the Study ………………………………………………………. 5

1.5. Significance of the Study …………………………………………………….. 6

1.6. Definition of Terms ……………………………….…………………………... 7

1.7. Organization of Thesis …………………………….………………………….. 9

CHAPTER II: LITERATURE REVIEW …………………………………………............. 10

2.1. Mobile Advertising…………..……………………………………….………. 10

2.2. MMS m-Advertising…………….……………………………………………. 12

2.3. Attitude towards MMS m-Advertising ……………………………….………. 14

2.3.1.Definition of Attitude.....…………………………………………………..… 14

2.3.2. Components of Attitude …………………………………………....……… 15

2.3.3. Attitude Function……………………………………………………………. 16

2.3.4. Attitude Change ……..………………………………………………..…….. 17

2.3.5. Utilitarian and Hedonic Dimensions ………………………...……………… 17

2.4. Time Convenience……………………….……………...…….………….…… 22

2.5. User Control……………………….………………..….………………..….… 24

2.6. Involvement …………………………………...………..………….……….… 26

2.7. Irritation …………………………………………..………………………….. 29

CHAPTER III: HYPOTHESES DEVELOPMENT ………………………………………. 32

3.1. Theoretical Framework ………………………………………………………. 32

3.2. Research Model …………………………………………………………….. 33

3.3. Hypothesis ………………………………………………………………….. 34

3.3.1. Outcome Variable………………………………………………………… 34

3.3.2. Predicting Variables ………………………………………………………35

3.3.2.1. Benefit Effect of Time Convenience …………………………….…..… 35

3.3.2.2. Benefit Effect of User Control ……………………………………….…… 36

3.3.3. Moderating Variables …………………………………………………..…… 37

3.3.3.1. Moderating Role of Involvement ………………………………………… 37

3.3.3.2. Moderating Role of Irritation …………………………………….…….… 38

CHAPTER IV: RESEARCH METHOD ………………………………………..………… 41

4.1. Measurements ……………………………………………………….……..…. 41

4.2. Questionnaire Design……………………………………………….…………. 41

4.3. Data Collection ……………………………………………………….….…… 42

4.4. Statistical Analysis …………………………………………….…...…………. 42

CHAPTER V: ANALYSIS AND RESULTS …………………………………………….. 47

5.1. Sample Profile ………………………………………………….………..…… 47

5.2. Measurement Accuracy Assessment …………..………….………..…….…... 48

5.3. Common Method Bias ………………………………………………………... 49

5.4. Result of Hypothesis Testing …………………………….………………....… 50

5.4.1. The Predicting Variable Effects………………………………………..….… 50

5.4.2. The Moderating Variable Effects …………….……………………….……. 51

CHAPTER VI: CONCLUSION AND IMPLICATIONS ………..……………………….. 53

6.1. Discussion …………………………………………………………..………… 53

6.1.1. The Influence of Time Convenience………………………………………… 53

6.1.2. The Influence of User Control……………………………………….……… 54

6.1.3. The Moderating Performance of Involvement……………………………… 54

6.1.4. The Moderating Performance of Irritation……………………………..…… 55

6.2. Implication …………………………………………………………….……… 55

6.2.1. Theoretical Implication……………………………………………..……… 55

6.2.2. Practical Implication………………………………………………………. 56

CHAPTER VII: CONCLUSION AND LIMITATIONS………………………………..… 59

7.1. Conclusion……………………..……………………………………………… 59

7.2. Limitation and Future Direction………….…………………………………… 60

REFERENCES ……………………………………………………………………………. 62

APPENDIX 1: Measurement of the Variable ……………………………..…………….… 77

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指導教授

鄭明松(Julian Ming-Sung Cheng)

審核日期

2015-8-28

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