臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：口袋中的最佳銷售員：簡訊前導廣告之效果
作者：周軒逸 引用關係
作者(外文)：Hsuan-Yi Chou
校院名稱：國立臺灣大學
系所名稱：商學研究所
指導教授：練乃華
學位類別：博士
出版日期：2010
主題關鍵詞：簡訊廣告；前導廣告；好奇；資訊缺口；品牌熟悉度；簡訊態度；Mobile advertising；Teaser advertising；Curiosity；Information Gap；Brand familiarity；SMS attitude
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:411
近年來手機簡訊廣告快速興起，成為繼報紙、廣播、電視、網路以外的第五媒體，廠商紛紛利用此一管道，進行低成本且快速的行銷溝通，但另一方面，亦有人視之為垃圾郵件，故其實際效果為何，頗奈人尋味。本研究嘗試將手機文字簡訊做為前導廣告的傳播媒介，以消費者的好奇心為研究焦點，共進行六個實驗，探討在消費者的簡訊態度不同的情況下，品牌熟悉度、代言人喜愛度、代言人熟悉度、廣告互動性、誘因、個人化程度等可能的好奇線索，如何影響消費者的好奇反應，並進而影響消費者與廠商的互動意願和簡訊保留意願。
本研究以品牌熟悉度為最主要的核心變數，貫穿通篇研究。研究可分成三大部份，每一部分都進行兩項實驗。第一部份主要探討在消費者具有不同簡訊態度的情況下，廣告代言人的喜愛度 (實驗一)、熟悉度 (實驗二) 和品牌熟悉度間的互動關係，如何影響消費者的產品好奇和後續行為意願；第二部份則回歸好奇理論的基本面，針對品牌熟悉度和代言人熟悉度，欲證實消費者的好奇反應確實是由資訊缺口的大小所造成，並欲擴大對簡訊前導廣告效果及可能使用情境的瞭解，將其可能效果延伸至廣告說服 (實驗三)，並將研究情境設定為兩波連續的前導廣告 (實驗四)；第三部份主要是從簡訊廣告的特性出發，探討簡訊內容的互動性、誘因有無 (實驗五)、個人化程度 (實驗六) 和品牌熟悉度之間的互動關係。
實驗結果共有以下重要發現： (1) 品牌熟悉度、代言人喜愛度/熟悉度、互動性可正向影響消費者「已知道」資訊量，進而減少資訊缺口；(2) 誘因、個人化程度可正向影響消費者「想知道」資訊量，惟只有個人化程度可明顯擴大資訊缺口；(3) 消費者的好奇反應係由資訊缺口所產生，若資訊缺口介於低度至高度之間，則其與好奇呈現倒U字型關係：中度的資訊缺口，相對於高度、低度的資訊缺口，可產生較為強烈的好奇。此外，高度和高高度的資訊缺口，所產生的好奇反應相近；(4) 好奇反應產生後，會提升消費者與廠商的互動意願及簡訊保留意願，正面的廣告效果亦會隨之而來；(5) 消費者的簡訊態度和品牌熟悉度是簡訊前導廣告能否發揮作用的重要干擾變數，當消費者具有較佳的簡訊態度時，好奇線索才可發揮作用，影響資訊缺口與好奇反應。此外，品牌熟悉度也可扮演重要干擾角色，若廣告中出現高熟悉品牌，則可吸引消費者的注意力，使其願意處理該則廣告；(6) 在簡訊媒介上若無法設計出刺激強度更大的第二波廣告，則不適合使用兩波前導廣告，因為那會使消費者的廣告態度、產品態度變差，並使原先具有正向好奇效果、廣告效果的變數失去效果，或甚至變成負向影響；(7) 大學生族群普遍不喜歡簡訊廣告，故對其而言，廣告內容之設計更顯重要。
整體而言，本研究結合了簡訊廣告和前導廣告兩塊研究領域，提出「簡訊前導廣告」此一新式廣告手法，並以好奇理論為研究基礎，整合過去受許多學者重視的互動性、個人化概念，故本研究的結果對上述領域皆有理論上的貢獻。而在實務上，本研究的結果可供擬使用手機簡訊進行廣告宣傳的廠商參考；至於對前導廣告的設計、排程，本研究的結果亦頗具實用價值。
Because of the prevalence and popularity of mobile advertising in recent years, it has become the fifth media following newspapers, radio, TV, and the Internet. It provides companies and ad agencies with a new channel for low-cost and quick marketing communication. However, as many consumers consider mobile advertisements as junk mail, mobile advertising has mixed results. This study delivers a teaser ad via mobile Short Message Service (SMS), also referred to as text messaging, to test whether mobile advertising is an effective channel for teaser advertising. The authors focus on the construct of consumer curiosity and conduct six experiments to investigate the effects of possible curiosity clues, including brand familiarity, spokesperson likeability, spokesperson familiarity, ad interactivity, incentives, and the degree of personalization, on the curious responses of consumers with different SMS attitudes and their subsequent intentions to interact with the firm as well as to save the SMS ad.
The authors treat brand familiarity as the core variable throughout this paper. The research can be divided into three major parts, and each part consists of two experiments. The first part discusses how spokesman likeability (Experiment 1) or familiarity (Experiment 2) interacts with brand familiarity in affecting consumer curiosity and subsequent behavioral intentions. The second part returns to the fundamentals of the curiousity theory; it focuses on brand familiarity and spokesperson familiarity, in an attempt to confirm that consumers’ curious responses are truly evoked by the size of the information gap. The second part also focuses on furthering the understanding of the effects of mobile teaser advertising and its possible functional situations. That is, its effects are extended to advertising persuasion (Experiment 3) and two continuous waves of teaser ads as the research situation (Experiment 4). The third part combines the characteristics of mobile advertising and discusses the interactive relationship among ad interactivity, incentives (Experiment 5), the degree of personalization (Experiment 6), and brand familiarity.
The experimental results reveal the following. (1) Brand familiarity, spokesperson likeability/familiarity, and ad interactivity positively affect “what people already know,” thus reducing the information gap. (2) Incentives and the degree of personalization in ads have a positive impact on “what people want to know”; however, only the latter clearly expands the information gap. (3) Consumers’ curious responses are generated by the information gap. A medium-sized information gap could lead to greater curiosity than a big-sized or a small-sized gap. Moreover, big-sized and bigger-sized information gaps generate similar curious responses. (4) Curious responses will improve consumers’ intentions to interact with the firm and save the SMS ad. Besides, positive advertising effects occur following the generation of curiosity. (5) Consumers’ SMS attitudes and brand familiarity are important moderators that determine whether mobile teaser ads will produce the intended effects. The curious clues work, that is, they affect the curious responses and the size of the information gap, only when consumers have favorable SMS attitudes. Moreover, a mobile teaser ad for a high-familiarity brand could also attract consumers’ attention and motivate them to process the advertisement. (6) Using two continuous waves of teaser ads through the SMS medium will negatively affect consumers’ ad and product attitudes. Instead, companies could use one wave of mobile teaser ads and simultaneously disclose the brand and spokesperson factors. (7) Generally speaking, undergraduate students do not like to receive mobile advertising, which manifests the importance of ad content design.
On the basis of the curiosity theory, this paper combines the research domains of mobile advertising and teaser advertising, proposes a new advertising channel (i.e., mobile teaser advertising), and integrates the concepts of interactivity and personalization, which have been emphasized by many scholars. Therefore, the findings of the current paper contribute to the research domains mentioned above. In addition, the paper provides important pragmatic suggestions for companies that want to use SMS ads in their marketing communication efforts.
一、中文部分
中央通訊社 (2009)，「不景氣的年代，行動行銷崛起，免費簡訊8888通送給您」，新浪新聞，2/19，(Retrieved Jun. 2009)。
王孟紹 (2001)，《無線應用簡短訊息服務之廣告效果研究》，碩士論文，國立台灣科技大學企業管理系。
王翊多 (2007)，「大學生熱衷星座 迷信還是娛樂？」，陜西日報，12/17，< http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/school/2007-12/17/content_7264505.htm>，(Retrieved Apr. 2010).
李家得 (2003)，《個人化行動廣告效果之研究─以無線簡訊服務為例》，碩士論文，國立嘉義大學管理研究所。
吳佩樺 (2005)，「藝人怕生 林依晨 全副武裝包緊緊」，星報，12/22，(Retrieved Jan. 2009)。
林世懿 (2005)，「美國3400萬成年人曾使用過簡訊服務」，資策會FIND網站，(Retrieved Jan. 2009)。
荊楚網 (2010)，「半數大學生相信星座 從星座判斷考運」，優訊─中國網，4/8，< http://big5.china.com.cn/info/edu/2010-04/08/content_19773453.htm>，(Retrieved Apr. 2010)。
黃慧敏 (2010)，「廣告簡訊泛濫 民眾申裝手機可選拒收」，中央社，2/12，(Retrieved March 2010)。
黃蕾 (2008)，「大S扮美女溫柔起舞」，中時電子報，1/5，(Retrieved Jan. 2009)。
陳年興、謝盛文 (2006)，「手機上行動廣告表現方式與個人短期記憶能力導向對廣告溝通效果之影響」，《電子商務研究》，4(2)，157-180。new window
陳佳賢 (2001)，《全球行動廣告發展現況，資訊與工業透析：通訊與網路透析》，財團法人資訊工業策進會。
陳怡錚 (2006)，《行動簡訊類型對廣告效果影響之研究》，碩士論文，國立台灣科技大學企業管理系。
陳亭羽、陳美慧、朱雅筠 (2006)，「多媒體簡訊特性對廣告價值與廣告效果之影響研究」，《行銷評論》，3(3)，279-310。new window
曾孟蘭 (2002)，《消費者對行動廣告態度之研究》，碩士論文，國立中山大學傳播管理研究所。
葉玫君 (2004)，「年輕族群行動文字簡訊使用研究初探」，《資訊社會研究》，6，235-282。new window
董玉楠 (2006)，「手機廣告開始起飛─2010年支出將達13億美元」，CNET科技資訊網，12/28，，(Retrieved Jan. 2009)。
資策會 (2009)，「2010年最In媒體廣告─網路行銷、手機廣告」，ICT產業研究，9/23，(Retrieved Apr. 2010)。
簡士超 (2007)，《行銷學》，台北市：台灣培生教育出版股份有限公司。
瞿海源 (1999)，「術數流行與社會變遷」，《台灣社會學刊》，22，1-45。new window


二、英文部分
AC Nielsen (2009), “Nielsen Global Online Consumer Survey: Trust, Value and Engagement in Advertising,” AdweekMedia, < http://tw.en.acnielsen.com/site/documents/NielsenTrustAdvertisingGlobalReportJuly09.pdf>, (Retrieved Apr. 2010).
Aizen, I., and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Pentice Hall.
Ahearne, M., Gruen, T. W., and Jarvis, C. B. (1999), “If Looks Could Sell: Moderation and Mediation of the Attractiveness Effect on Salesperson Performance,” International Journal of Research in Marketing, 16(4), 269-284.
Alba, J. W., Hutchinson, J. W., and Lynch, J. G. (1991), “Memory and Decision Making,” in Handbook of Consumer Behavior, edited by Robertson, T. S. and Kassarjian, H. H., Englewood Cliffs, NJ: Prentice-Hall, Inc., 1-49.
Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., and Wood, S. (1997), “Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces,” Journal of Marketing, 61(3), 38-53.
Allen, C., Kania, D., and Yaeckel, B. (1999), Internet World Guide to One-to-One Web Marketing, Canada: John Willy & Sons, Inc.
Andrews, J., and Shimp, T. (1990), “Effects of Involvement, Argument Strength, and Source Vividness on Central and Peripheral Processing of Advertising,” Psychology & Marketing, 7(3), 195-214.
Ariely, D. (2000), “Controlling the Information Flow: Effects on Consumers’ Decision-Making and Preferences,” Journal of Consumer Research, 27(2), 233-248.
Assael, H. (2004), Consumer Behavior: A Strategic Approach 1st, Boston: Houghton Mifflin.
Banerjee, S., and Dholakia, R. R. (2008), “Mobile Advertising: Does Location-Based Advertising Work?” International Journal of Mobile Marketing, 3(2), 68-74.
Baker, W. E., Honea, H., and Russell, G. A. (2004), “Do Not Wait to Reveal the Brand Name: The Effect of Brand-Name Placement on Television Advertising Effectiveness,” Journal of Advertising, 33(3), 77-85.
Barnes, S. J. (2003), “Location-Based Services: The State-of-the-Art,” E-Service Journal, 2(3), 59-70.
Barnes, S. J., and Scornavacca, E. (2004), “Mobile Marketing: The Role of Permission and Acceptance,” International Journal of Mobile Communications, 2(2), 128-139.
Barutcu, S. (2007), “Attitudes towards Mobile Marketing Tools: A Study of Turkish Consumers,” Journal of Targeting, Measurement and Analysis for Marketing, 16(1), 26-38.
Barwise, P., and Strong, C. (2002), “Permission Based Mobil Advertising,” Journal of Interactive Marketing, 16(1), 14-24.
Baron, R. M. and Kenny, D. A. (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology, 51(6), 1173-1182.
Batra, R. (1985), “Understanding the Likability/Involvement Interaction: The Override Model,” Advances in Consumer Research, 12(1), 362-367.
Bauer, H. H., Barnes, S. J., Reichardt, T., and Neumann, M. M. (2005), “Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study,” Journal of Electronic Commerce Research, 6(3), 181-192.
Bauer, R. A., and Greyser, S. A. (1968), “Advertising in America: The Consumer View,” Boston: Harvard University, Graduate School of Business Administration, Division of Research.
Bearne, S. (2008), “Incentives Entice Young People into Receiving Mobile Advertising,” TRENDS, 13, 22/05/08.
Bentham, J. (1948), Principles of Morals and Legislation, New York: Macmillan.
Berlyne, D. E. (1954), “A Theory of Human Curiosity,” British Journal of Psychology, 45, 180-191.
Berkowitz, E. N., and Walton, J. R. (1980), “Contextual Influences on Consumer Price Responses: An Experimental Analysis,” Journal of Advertising Research, 17(3), 349-358.
Berlyne, D. (1960), Conflict, Arousal and Curiosity, New York: McGraw Hill.
Bezjian-Avery, A., Calder, B., and Iacobucci, D. (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research, 38(4), 23-32.
Bolino, M. C., and Turnley, W. H. (2003), “Counter-Normative Impression Management, Likeability, and Performance Ratings: The Use of Intimidation in an Organizational Setting,” Journal of Organizational Behavior, 24(2), 237-250.
Bower, A. B., and Landreth, S. (2001), “Is Beauty Best? Highly versus Normally Attractive Models in Advertising,” Journal of Advertising, 30(1), 1-12.
Boyle, G. J. (1983), “Critical Review of State-Trait Curiosity Test Development,” Motivation and Emotion, 4, 377-397.
Boyle, G. J. (1989), “Breadth-Depth or State-Strait Curiosity? A Factor Analysis of State-Strait Curiosity and State Anxiety Scales,” Personality and Individual Differences, 10, 175-183.
Brackett, L. K., and Carr, B. N. (2001), “Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes,” Journal of Advertising Research, 41(5), 23-32.
Brier, Noah Rubin (2004), “Coming of Age,” American Demographics, 26(9), 16-19.
Bucy, E. P., Lang, A., Potter, R. F., and Grabe, M. E. (1999), “Formal Features of Cyberspace: Relationships between Web Page Complexity and Site Traffic,” Journal of American Society for Information Science, 50(13), 1246-1256.
Burns, A. C. and Bush, R. F. (2006), Marketing Research 5th, Upper Saddle River, New Jersey: Prentice Hall.
BusinessDictionary, (Retrived Oct. 2009).
Campbell, M. C., and Keller, K. L. (2003), “Brand Familiarity and Advertising Repetition Effects,” Journal of Consumer Research, 30 (2), 292-304.
Carat Interactive (2002), “The Future of Wireless Marketing,” , (Retrived Feb. 2010).
Carroll, A., Barnes, S. J., Scornavacca, E., and Fletcher, K. (2007), “Consumer Perceptions and Attitudes towards SMS Advertising: Recent Evidence from New Zealand,” International Journal of Advertising, 26(1), 79-98.
Chaiken, S. (1980), “Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion,” Journal of Personality and Social Psychology, 39(5), 752-766.
Chebat, J.-C., Laroche, M., Baddoura, D., and Filiatrault, P. (1992), “Effects of Source Likability on Attitude Change Through Message Repetition,” Advances in Consumer Research, 19, 353-358.
Chellappa, R. K., and Sin, R. G. (2005), “Personalization versus Privacy: An Empirical Examination of the Online Consumer’s Dilemma,” Information Technology and Management, 6(2/3), 181-202.
Chen, S.-F. S., Monroe, K. B., and Lou, Y.-C. (1998), “The Effects of Framing Price Promotion Messages on Consumers’ Perceptions and Purchase Intentions,” Journal of Retailing, 74(3), 353-372.
Chen, Q., and Wells, W. D. (1999), “Attitude toward the Site,” Journal of Advertising Research, 39(5), 27-37.
Cheng, M.-S., Blankson, C., Wang, S.-T., and Chen, S.-L. (2009), “Consumer Attitudes and Interactive Digital Advertising,” International Journal of Advertising, 28(3), 501-525.
Cho, C.-H., and Leckenby, J. D. (1997), “Internet-Related Programming Technology and Advertising,” in Proceedings of the 1997 Conference of the American Academy of Advertising, edited by Macklin, M. C., Cincinnati, OH: American Academy of Advertising, 69.
Cho, C.-H., and Leckenby, J. D. (1999), “Interactivity as a Measure of Advertising Effectiveness: Antecedents and Consequences of Interactivity in Web Advertising,” in Proceedings of the 1999 Conference of the American Academy of Advertising, edited by Roberts, M. S., Gainesville, FL: American Academy of Advertising, 162-179.
Cicero, M. T. (1914), De finibus bonorum et malorum (Rackham, H. Trans.), Cambridge, MA: Harvard Press.
Cleff, E. B. (2007), “Privacy Issues in Mobile Advertising,” International Review of Law Computers, 21(3), 225-236.
Coyle, J. R., and Thorson, E. (2001), “The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites,” Journal of Advertising, 30(3), 65-77.
Darley, W. K. and Lim, J.-S. (1991), “Personal Relevance as Moderator of the Effect of Public Service Advertising on Behavior,” Advances in Consumer Research, 18, 303-309.
Dashiell, J. F. (1925), “A Quantitative Demonstration of Animal Drive,” Comparative Psychology, 5, 205-208.
Davenport, T. H., and Beck, J. C. (2001), The Attention Economy – Understanding the New Currency of Business, Boston, Massachusetts: Harvard Business School Press.
De Brentani, U. (2001), “Innovative versus Incremental Business Service: Different Keys for Achieving Success,” Journal of Product Innovation Management, 18(3), 169-187.
Dehaene, S. (2003), “The Neural Basis of the Weber-Fechner Law: A Logarithmic Mental Number Line,” Trends in Cognitive Scinces, 7(4), 145-147.
Dickinger, A., Haghirian, P., Murphy, J., and Scharl, A. (2004), “An Investigation and Conceptual Model of SMS Marketing,” Proceedings of the 37th Hawaii International Conference on system Sciences, Big Island, Hawaii, January.
Dillman, D. A. (1978), Mail and Telephone Surveys: The Total Design Method, New York: Wiley-Interscience.
Dommernuth, W. P. (1989), Promotion: Analysis, Creativity and Strategy (2nd ed.), Boston, PWS-Kent Publishing Company.
Drossos, D., Giaglis, G. M., Lekakos, G., Kokkinaki, F., and Stavraki, M. G. (2007), “Determinants of Effective SMS Advertising: An Experimental Study,” Journal of Interactive Advertising, 7(2), (Retrieved Feb. 2010).
Duncan, T., and Moriaty, S. E. (1998), “A Communication-Based Marketing Model for Managing Relationships,” Journal of Marketing, 62(2), 1-13.
Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1995), Consumer Bahavior (8th ed.), New York: The Dryden Press.
Enrico, D. (1995), “Teaser Ads Grab Spotlight on Madison Ave,” USA Today, July 6, 01B.
Fazio, R. H., Herr, P. M., and Powell, M. C. (1992), “On the Development and Strength of Category-Brand Associations in Memory: The Case of Mystery Ads,” Journal of Consumer Psychology, 1(1), 1-13.
Festinger, L. (1954), “A Theory of Social Comparison Processes,” Human Relations, 7, 117-140.
Fiedler, K., Semin, G. R., Finkenaur, C., and Berkel, I. (1995), “Actor-Observer Bias in Close Relationships: The Role of Self-Knowledge and Self-Related Language,” Personality and Social Psychology Bulletin, 21, 525-538.
Gaudin, S. (2003), “Spam Driving Away 25% of Emailers,” ClickZ Network, (Retrieved Jun. 2009).
Gettys, C. F., Pliske, R. M., Manning, C., and Casey, J. T. (1987), “An Evaluation of Human Act Generation Performance,” Organizational Behavior and Human Decision Processes, 39, 23-51.
Godin, S. (1999), Permission Marketing: Turning Stragers into Friends, and Friends into Customers, New York: Simon & Schuster.
Grewal, D., and Marmorstein, H. (1994), “Market Price Variation, Perceived Price Variation, and Consumers’ Price Search Decisions for Durable Goods,” Journal of Consumer Research, 21(3), 453-460.
Griffith, D. A., Krampf, R. F., and Palmer, J. W. (2001), “The Role of Interface in Electronic Commerce: Consumer Involvement with Print versus On-Line Catalogs,” International Journal of Electronic Commerce, 5(4), 135-153.
Ha, L., and James, E. L. (1998), “Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites,” Journal of Broadcasting & Electronic Media, 42(4), 457-474.
Hanley, M., Becker, M., and Martinsen, J. (2006), “Factors Influencing Mobile Advertising Acceptance,” International Journal of Mobil Marketing, 1(1), 50-58.
Hanson, W. (2000), Internet Marketing, South-Western, Chicago: Sage.
Hardesty, D. M., Carlson, J. P., and Bearden, W. O. (2002), “Brand Familiarity and Invoice Price Effects on Consumer Evaluations: The Moderating Role of Skepticism toward Advertising,” Journal of Advertising, 31(2), 1-15.
Hebb, D. O. (1955), “Drives and the C. N. S. (Conceptual Nervous System),” Psychological Review, 62, 243-254.
Hof, R. D., Green, H., and Himelstein, L. (1998), “Now It’s Your Web,” BusinessWeek, 10/05, 3598, 164-176.
Hoffman, D. L., and Novak, T. P. (1996), “Marketing in Hypermedia Computer-Mediated Environment: Conceptual Foundations,” Journal of Marketing, 60(3), 50-68.
Horrigan, J. B. (2007), “A Typology of Information and Communication Technology Users,” Pew Internet and American Life Project, (Retrieved May 2009).
Howard, D. J., and Kerin, R. A. (2004), “The Effects of Personalized Product Recommendations on Advertisement Response Rates,” Journal of Consumer Psychology, 14(3), 271-279.
Hume, D. (1888), Treatise of Human Nature, Oxford, England: Clarendon Press.
Hung, K. (2001), “Framing Meaning Perceptions with Music: The Case of Teaser Ads,” Journal of Advertising, 30(3), 39-49.
Hunt, J. M. (1963), “Motivation Inherent in Information Processing and Action”, in Motivation and Social Interaction, edited by Harvey, O. J., New York: Ronald Press, 35-94.
Hupfer, M., and Grey, A. (2005), “Getting Something for Nothing: The Impact of a Sample Offer and User Mode on Banner Ad Response,” Journal of Interactive Advertising, 6(1), 149-164.
ITU (2005), “ITU Survey on Anti-Spam Legislation Worldwide,” , (Retrieved Feb. 2010).
Jayanti, R. K., and Whipple, T. W. (2008), “Like Me…Like Me Not: The Role of Physician Likability on Service Evaluations,” Journal of Marketing Theory and Practice, 16(1), 79-86.
Jee, J., and Lee, W.-N. (2002), “Antecedents and Consequences of Perceived Interactivity: An Exploratory Study,” Journal of Interactive Advertising, 3(1), (Retrieved Jul. 2009).
Jelassi, T., and Enders, A. (2004), “Leveraging Wireless Technology for Mobile Advertising,” in Proceedings of the 12th European Conference on Information Systems, Turku, Finland, 14-16 June.
Jun, J. W., and Lee, S. (2007), “Mobile Media Use and its Impact on Consumer Attitudes toward Mobile Advertising,” International Journal of Mobile Marketing, 2(1), 50-58.
Kagan, J. (1972), “Motives and Development,” Journal of Personality and Social Psychology, 22, 51-66.
Kahle, L. R., and Homer, P. M. (1985), “Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective,” Journal of Consumer Research, 11(4), 954-961.
Kalakota, R., and Robinson, M. (2001), M-Business: The Race to Mobility, New York: McGraw-Hill.
Kent, R. J., and Allen, C. T. (1994), “Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity,” Journal of Marketing, 58(3), 97-105.
Kim, J. W., Lee, B. S., Shaw, M. J., Chang, H. L., and Nelson, M. (2001), “Application of Decision Tree Induction Techniques to Personalized Advertisements on Internet Storefronts,” International Journal of Electronic Commerce, 5(3), 45-62.
Klayman, J., and Ha, Y.-W. (1987), “Confirmation, Disconfirmation and Information in Hypothesis Testing,” Psychological Review, 94(2), 221-228.
Ko, H., Cho, C.-H., and Robertz, M. S. (2005), “Internet Uses and Gratifications,” Journal of Advertising, 34(2), 57-70.
Kokkinaki, F., and Lunt, P. (1999), “The Effect of Advertising Message Involvement on Brand Attitude Accessibility,” Journal of Economic Psychology, 20(1), 41-51.
Kolsaker, A., and Drakatos, N. (2009), “Mobile Advertising: The Influence of Emotional Attachment to Mobile Devices on Consumer Receptiveness,” Journal of Marketing Communications, 15(4), 267-280.
Kotler, P., Ang, S. H., Leong, S. M., and Tan, C. T. (1999), Marketing Management – an Asian Perspective, New Jersey: Prentice Hall Inc.
Kruger, J., Epley, N., Parker, J. and Ng, Z.-W. (2005), “Egocentrism over E-mail: Can We Communicate as Well as We Think?” Journal of Personality and Social Psychology, 89(6), 925-936.
Kumar, H. (2009), “Focus on Indonesia,” Mobile Marketing Magazine, (Retrieved Feb. 2010).
Laskey, H. A., Fox, R. J., and Crask, M. R. (1995), “The Relationship between Advertising Message Strategy and Television Commercial Effectiveness,” Journal of Advertising Research, 35(2), 31-39.
Lee, Y. E., and Benhasat, I. (2003), “Interface Design for Mobile Commerce,” Communications of the ACM, 46(12), 49-52.
Lian, L. (2007), “The Development of Mobile Advertising,” Modern Business, 2, 76-78.
Lilly, B. (2000), “An Exploratory Examination of Retaliatory Preannouncing,” Journal of Marketing Theory and Practice, 8(4), 1-9.
Liu, Y. (2003), “Developing a Scale to Measure the Interactivity of Websites,” Journal of Advertising Research, 43(2), 207-216.
Liu, Y. (2007), “Online Interaction Readiness: Conceptualisation and Measurement,” Journal of Consumer Behaviour, 6(3), 283-299.
Liu, Y., and Shrum, L. J. (2002), “What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness,” Journal of Advertising, 31(4), 53-64.
Liu, Y. and Shrum, L. J. (2009), “A Dual-Process Model of Interactivity Effects,” Journal of Advertising, 38(2), 53-68.
Loewenstein, G. (1994), “The Psychology of Curiosity: A Review and Reinterpretation,” Psychological Bulletin, 116(1), 75-98.
Loewenstein, G., Adler, D., Behrens, D., and Gillis, J. (1992), “Why Pandora Opened the Box: Curiosity As a Desire for Missing Information,” Working paper, Department of Social and Decision Sciences, Carnegie Mellon University, Pittsburgh, PA.
Lohtia, R., Donthu, N., and Hershberger, E. K. (2003), “The Impact of Content and Design Elements on Banner Advertising Click-through Rates,” Journal of Advertising Research, 43(4), 410-418.
Low, G. S., and Lamb, C. W. J. (2000), “The Measurement and Dimensionality of Brand Association,” Journal of Product and Brand Management, 9(6), 350-368.
Lowry, N., and Johnson, D. W. (1981), “Effects of Controversy on Epistemic Curiosity, Achievement, and Attitudes,” Journal of Social Psychology, 115(1), 31-43.
Machleit, K. A., Allen, C. T., and Madden, T. J. (1993), “The Mature Brand and Brand Interest: An Alternative Consequence of Ad-Evoked Affect,” Journal of Marketing, 57(4), 72-82.
Macias, W. (2003a), “A Beginning Look at the Effects of Interactivity, Product Involvement and Web Experience on Comprehension: Brand Web Sites as Interactive Advertising,” Journal of Current Issues & Research in Advertising, 25(2), 31-44.
Macias, W. (2003b), “A Preliminary Structural Equation Model of Comprehension and Persuasion of Interactive Advertising Brand Web Sites,” Journal of Interactive Advertising, 3(2), (Retrieved Jul. 2009).
Mackenzie, S. B., and Lutz, R. J. (1989), “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context,” Journal of Marketing, 53(2), 48-65.
Maloney, J. C. (2000), “Curiosity versus Disbelief in Advertising,” Journal of Advertising Research, 40(6), 7-13.
McMillan, S. J., and Hwang, J.-S. (2002), “Measure of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity,” Journal of Advertising, 31(3), 29-42.
McMillan, S. J., Hwang, J.-S., and Lee, G. (2003), “Effects of Structural and Perceptual Factors on Attitudes toward the Website,” Journal of Advertising Research, 43(4), 400-409.
Meeds, R. (2004), “Cognitive and Attitudinal Effects of Technical Advertising Copy: The Roles of Gender, Self-Assessed and Objective Consumer Knowledge,” International Journal of Advertising, 23(3), 309-335.
Menon, S., and Soman, D. (2002), “Managing the Power of Curiosity for Effective Web Advertising Strategies,” Journal of Advertising, 31(3), 1-14.
Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., and Leppaniemi, M. (2007), “An Empirical Study on the Drivers of Consumer Acceptance of Mobile Advertising,” Journal of Interactive Advertising, 7(2), (Retrieved Aug. 2009).
Mittal, B., and Lassar, W. M. (1996), “The Role of Personalization in Service Encounters,” Journal of Marketing, 72(1), 95-109.
Muk, A. (2007a), “Cultural Influences on Adoption of SMS Advertising: A Study of American and Taiwanese Consumers,” Journal of Targeting, Measurement and Analysis for Marketing, 16(1), 39-47.
Muk, A. (2007b), “Consumers’ Intentions to Opt in to SMS Advertising,” International Journal of Advertising, 26(2), 177-198.
Mulvenna, M. D., Anand, S. S., and Buchner, A. G. (2000), “Personalization on the Net Using Web Mining,” Communications of the ACM, 43(8), 123-125.
Nantel, J., and Sekhavat, Y. (2008), “The Impact of SMS Advertising on Members of a Virtual Community,” Journal of Advertising Research, 48(3), 363-374.
Nysven, H., Pedersen, P. E., Thorbjornsen, H., and Berthon, P. (2005), “Mobilizing the Brand,” Journal of Service Research, 7(3), 257-276.
Obermiller, C., and Spangenberg, E. R. (1998), “Development of a Scale to Measure Consumer Skepticism toward Advertising,” Journal of Consumer Psychology, 7(2), 159-186.
Okazaki, S. (2004), “How Do Japanese Consumers Perceive Wireless Ads? A Multivariate Analysis,” International Journal of Advertising, 23(4), 429-454.
Okazaki, S., Katsukura, A., and Nishiyama, M. (2007), “How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall,” Journal of Advertising Research, 47(2), 165-178.
Okazaki, S., and Taylor, C. R. (2008), “What Is SMS Advertising and Why do Multinationals Adopt It? Answers from an Empirical Study in European Markets,” Journal of Business Research, 6(1), 4-12.
Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 17(4), 460-469.
Parasuraman, A. (2000), “Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies,” Journal of Service Research, 2(4), 307-320.
Park, J., and Yang, S. (2006), “The Moderating Role of Consumer Trust and Experiences: Value Driven Usage of Mobile Technology,” International Journal of Mobile Marketing, 1(2), 24-32.
Pastore, M. (2002), “Incentives still Key to Mobile Advertising,” , (Retrieved May 2009).
Peng, B. (2006), “Mobile Marketing – The Chinese Perspective,” International Journal of Mobile Marketing, 1(2), 50-59.
Peters, C., Amato, C. H., and Hollenbeck, C. R. (2007), “An Exploratory Investigation of Consumers’ Perceptions of Wireless Advertising,” Journal of Advertising, 36(4), 129-145.
Posnock, R. (1991), The Trial of Curiosity: Henry James, William James, and the Challenge of Modernity, New York: Oxford University Press.
Postma, O. J., and Brokke, M. (2002), “Personalization in Practice: The Proven Effects of Personalization,” Journal of Database Marketing, 9(2), 137-142.
Quah, J. T.– S., and Lim, G. L. (2002), “Push Selling - Multicast Messages to Wireless Devices Bases on the Publish/Subscribe Model,” Electronic Commerce Research and Applications, 1(3-4), 235-246.
Rafaeli, S. (1988), “Interactivity: From New Media to Communication,” in Advanced Communication Science: Merging Mass and Interpersonal Processes, edited by Hawkins, R. P., Wieman, J. M., and Pingree, S., Newbury Park, CA: Sage, 110-111.
Rau, P.-L. P., and Chen, D. (2006), “Effects of Watermark and Music on Mobile Message Advertisements,” International Journal of Human-Computer Studies, 64(9), 905-914.
Rao, B., and Minakakis, L. (2003), “Evolution of Mobile Location-Based Services,” Communications of the ACM, 46(12), 61-65.
Reardon, D. (2007), “Teaser Ads Tickle Consumers’ Curiosity,” Central Penn Business Journal, 23(43), 25-26.
Rettie, R., Grandcolas, U., and Deakins, B. (2005), “Text Message Advertising: Response Rates and Branding Effects,” Journal of Targeting, Measurement and Analysis for Marketing, 13(4), 304-312.
Richards, J. I., and Curran, C. M. (2002), “Oracles on Advertising: Searching for a Definition,” Journal of Advertising, 31(2), 63-77.
Rindfleisch, A., and Inman, J. J. (1998), “Explaining the Familiarity-Liking Relationship: Mere Exposure, Information Availability, or Social Desirability,” Marketing Letters, 9(1), 5-19.
Rubin, L. (1983), Intimate Strangers: Men and Women Together, New York: Harper & Row.
Sanders, T. (2006), The Likeability Factor: How to Boost Your L-Factor and Achieve Your Life’s Dreams, New York: Crown Business.
Scharl, A., Dickinger, A., and Murphy, J. (2005), “Diffusion and Success Factors of Mobile Marketing,” Electronic Commerce Research and Applications, 4(2), 159-173.
Shi, Y.-Z., Cheung, K.-M., and Prendergast, G. (2005), “Behavioral Response to Sales Promotion Tools,” International Journal of Advertising, 24(4), 467-486.
Shneiderman, B. (1998), Designing the User Interface, Reading, MA: Addison-Wesley.
Sicilia, M., Ruiz, S., and Munuera, J. L. (2005), “Effects of Interactivity in a Web Site,” Journal of Advertising, 34(3), 31-45.
Sobel, M. E. (1982), “Asymptotic Intervals for Indirect Effects in Structural Equations Model,” in Sociological Methodology, edited by Leinhart, S., San Francisco: Jossey-Bass, 290-312.
Sohn, D., Ci, C., and Lee, B.-K. (2007), “The Moderating Effects of Expectation on the Patterns of the Interactivity-Attitude Relationship,” Journal of Advertising, 36(3), 109-119.
Sohn, D., Leckenby, J. D., and Jee, J. (2003), “The Role of Expected Interactivity in Interactive Ad Processing,” in Proceedings of the 2003 Conference of the American Academy of Advertising, edited by Carlson, L., Boulder: American Academy of Advertising, 115-124.
Stewarz, D. and Furse, D. (1986), Effective Television Advertising, Lexington, MA: D. C. Health and Company.
Stern, B.B. (1997), “Advertising Intimacy: Relationship Marketing and the Services Consumer,” Journal of Advertising, 26(4), 7-19.
Steuer, J. (1992), “Defining Virtual Reality: Dimensions Determining Telepresence,” Journal of Communication, 42(4), 73-93.
Stewart, D., and Pavlou, P. (2002), “From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media,” Journal of the Academy of Marketing Science, 30(4), 376-396.
Sundar, S. S. (2004), “Theorizing Interactivity’s Effects,” Information Society, 20(5), 385-389.
Sunder, S. S., Kalyanaraman, S., and Brown, J. (2003), “Explicating Web Site Interactivity: Impression Formation Effects in Political Campaign Sites,” Communication Research, 30(1), 30-59.
Surprenant, C. F., and Solomon, M. R. (1987), “Predictability and Personalization in the Service Encounter,” Journal of Marketing, 51(2), 86-96.
Swasy, J. L., and Rethans, A. J. (1986), “Knowledge Effects on Curiosity and New Product Advertising,” Journal of Advertising, 15(4), 28-34.
Tam, K. Y., and Ho, S. Y. (2006), “Understanding the Impact of Web Personalization on User Information Processing and Decision Outcomes,” MIS Quarterly, 30(4), 865-890.
Tsang, M. M., Ho, S.-C., and Liang, T.-P. (2004), “Consumer Attitudes toward Mobile Advertising: An Empirical Study,” International Journal of Electronic Commerce, 8(3), 65-78.
Unni, R., and Harmon, R. (2007), “Perceived Effectiveness of Push vs. Pull Mobile Location-Based Advertising,” Journal of Interactive Advertising, 7(2), (Retrieved Oct. 2009).
Vatanparast, R., and Asil, M. (2007), “Factors Affecting the Use of Mobile Advertising,” International Journal of Mobile Marketing, 2(2), 21-34.
Ververidis, C., and Polyzos, G. (2002), “Mobile Marketing Using Location Based Services,” in Proceedings of the First International Conference on Mobile Business, Athens, Greece.
Wachob, C. (2003), “What are Personalization and Customization?” WorkZ, (Retrieved Aug. 2009).
Walker, D., and Dubitsky, T. M. (1994), “Why Liking Matters,” Journal of Advertising Research, 34(3), 9-18.
Wang, A. (2007a), “Branding over Mobile and Internet Advertising: The Cross-Media Effect,” International Journal of Mobile Marketing, 2(1), 34-42.
Wang, A. (2007b), “How Consumers Perceive Free Offers: Implications for Mobile Marketing,” International Journal of Mobile Marketing, 2(2), 35-41.
Weisbuch, M. and Mackie, D. (2009), “False Fame, Perceptual Clarity, or Persuasion? Flexible Fluency Attribution in Spokesperson Familiarity Effects,” Journal of Consumer Psychology, 19(1), 62-72.
White, R. W. (1959), “Motivation Reconsidered: The Concept of Competence,” Psychological Review, 66, 297-333.
Xu, D. J. (2006-2007), “The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China,” Journal of Computer Information Systems, 47(2), 9-19.
Yan, K. C. C. (2007), “Exploring Factors Affecting Consumer Intention to Us Mobile Advertising in Taiwan,” Journal of International Consumer Marketing, 20(1), 33-49.
Yan, K. Q., Wang, S. C., and Wei, C. H. (2004), “Personalized Advertising Recommend Mechanism for the Mobile User,” Journal of Applied Sciences, 4(1), 118-125.
Yunos, M. H., Gao, Z. J., and Shim, S. (2003), “Wireless Advertising’s Challenges and Opportunities,” IEEE Computer Society, 36(5), 30-37.
Zaichkowsky, J. L. (1994), “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,” Journal of Advertising, 23(4), 59-70.
Zanot, E. (1981), “Public Attitudes toward Advertising,” in Advertising in a New Age, edited by Hunt, K., Columbia, SC: American Academy of Advertising, 142.
Zauberman, G., Bettman, J., Malkoc, S. A., and Kim, B. K. (2007), “Subjective Time Perception and Temporal Discounting,” in Proceedings at the Annual Conference of the Association for Consumer Research, Memphis, TN.
Zhang, J., and Mao, E. (2008), “Understanding the Acceptance of Mobile SMS Advertising among Young Chinese Consumers,” Psychology & Marketing, 25(8), 787-805.


 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
無相關點閱
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：452（臺灣：447，外國：5） ／ 本年度總使用人次：2111296 ／ 訪客人次（自102年09月）：67905433
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上