當簡訊遇上前導：品牌熟悉度、互動性、個人化、誘因之好奇效果_

:::

詳目顯示

第 1 筆 / 總合 1 筆

/1頁

來源文獻資料
摘要
外文摘要
引文資料

題名：	當簡訊遇上前導：品牌熟悉度、互動性、個人化、誘因之好奇效果
書刊名：	臺大管理論叢
作者：	周軒逸／練乃華
作者(外文)：	Chou, Hsuan-yi／Lien, Nai-hwa
出版日期：	2012
卷期：	23:1
頁次：	頁239-267
主題關鍵詞：	簡訊廣告；前導廣告；好奇；SMS advertising；Teaser advertising；Curiosity
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:19

手機簡訊廣告已成為繼報紙、廣播、電視、網路以外的第五媒體，廠商紛紛利用此一最新途徑，進行低成本且快速的行銷溝通。本研究嘗試將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，探討品牌熟悉度、廣告互動性、個人化程度、誘因等可能好奇線索，如何影響消費者的資訊缺口及好奇反應。實驗結果發現：(1) 品牌熟悉度、互動性可增加消費者「已知道」資訊量、縮小資訊缺口；(2) 個人化程度、誘因正向影響消費者「想知道」資訊量，惟只有個人化程度可明顯擴大資訊缺口；(3) 消費者的資訊缺口與好奇反應間呈現倒 U 關係，中度缺口，相較於高度、低度缺口，可產生較強烈的好奇，另外，高度和高高度缺口，所產生的好奇反應相近。

以文找文

Mobile advertising 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. 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 two experiments to investigate the effects of possible curiosity clues, including brand familiarity, ad interactivity, the degree of personalization, and incentives, on the curious responses of consumers. The experimental results reveal the following. (1) Brand familiarity and ad interactivity positively affect “what people already know,” thus reducing the information gap. (2) The degree of personalization and incentives in ads have a positive impact on “what people want to know”; however, only the former clearly expands the information gap. (3) The size of information gap and curiosity intensity have an inverted-U relationship. 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. The implication of these and other findings are discussed.

以文找文

Other
1.	Hung, K.(2001)。Framing meaning perceptions with music: The case of teaser ads。

期刊論文
1.	Drossos, Dimitris、Giaglis, Geroge M.、Lekakos, George、Kokkinaki, Flora、Stavraki, Maria G.(2007)。Determinants of Effective SMS Advertising: An Experimental Study。Journal of Interactive Advertising，7(2)，16-27。
2.	Carrillat, F. A.、Lafferty, B. A.、Harris, E. G.(2005)。Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements。Brand Management，13(1)，50-64。
3.	Kagan, J.(1972)。Motives and development。Journal of Personality and Social Psychology，22(1)，51-66。
4.	Kent, R. J.、Allen, C. T.(1994)。Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity。Journal of Marketing，58(3)，97-105。
5.	Okazaki, S.、Katsukura, A.、Nishiyama, M.(2007)。How mobile advertising works: The role of trust in improving attitudes and recall。Journal of Advertising Research，47(2)，165。
6.	Walton, John R.、Berkowitz, Eric N.(1980)。Contextual Influences on Consumer Price Responses: An Experimental Analysis。Journal of Marketing Research，17(3)，349-358。
7.	Campbell, Margaret C.、Keller, Kevin Lane(2003)。Brand Familiarity and Advertising Repetition Effects。Journal of Consumer Research，30(2)，292-304。
8.	Bauer, H. H.、Barnes, S. J.、Reichardt, T.、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。
9.	Liu, Y.(2003)。Developing a scale to measure the interactivity of websites。Journal of Advertising Research，43(2)，207-216。
10.	Machleit, Karen A.、Allen, Chris T.、Madden, Thomas J.(1993)。The mature brand and brand interest: An alternative consequence of ad-evoked affect。The Journal of Marketing，57(4)，72-82。
11.	White, Robert W.(1959)。Motivation reconsidered: The concept of competence。Psychological Review，66(5)，297-333。
12.	Liu, Yuping、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。
13.	Scharl, Arno、Dickinger, Astrid、Murphy, Jamie(2005)。Diffusion and Success Factors of Mobile Marketing。Electronic Commerce Research and Applications，4(2)，159-173。
14.	Tsang, Melody M.、Ho, Shu-Chun、Liang, Ting-Peng(2004)。Consumer Attitudes Toward Mobile Advertising: An Empirical Study。International Journal of Electronic Commerce，8(3)，65-78。

學位論文
1.	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。延伸查詢

圖書
1.	Davenport, Thomas H.、Beck, John C.(2001)。The Attention Economy: Understanding the New Currency of Business。Boston：Harvard Business School Press。

其他
1.	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。延伸查詢
2.	王翊多(2007)。大學生熱衷星座迷信還是娛樂？。延伸查詢
3.	林世懿(2005)。美國3400 萬成年人曾使用過簡訊服務。延伸查詢
4.	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。延伸查詢
5.	延伸查詢
6.	延伸查詢
7.	延伸查詢
8.	延伸查詢
9.	延伸查詢
10.	Barwise, P. ; Strong, C.(2002)。Permission based mobile advertising。
11.	Brier, N. R.(2004.)。Coming of age。
12.	Carroll, A. ; Barnes, S. J. ; Scornavacca, E. ; Fletcher, K.(2007)。Consumer perceptions and attitudes towards SMS advertising: Recent evidence from New Zealand。
13.	Fazio, R. H., Herr, P. M. ; Powell, M. C.(1992)。On the development and strength of category-brand associations in memory: The case of mystery ads。
14.	Grewal, D. ; Marmorstein, H.(1994)。Market price variation, perceived price variation, and consumers’ price search decisions for durable goods。
15.	Griffith, D. A. ; Krampf, R. F. ; Palmer, J. W.(2001)。The role of interface in electronic commerce: Consumer involvement with print versus on-line catalogs。
16.	Hanley, M. ; Becker, M. ; Martinsen, J.(2006)。Factors influencing mobile advertising acceptance。
17.	Hardesty, D. M. ; Carlson, J. P. ; Bearden, W. O.(2002)。Brand familiarity and invoice price effects on consumer evaluations: The moderating role of skepticism toward advertising。
18.	Hebb, D. O.(1955)。Drives and the C.N.S. (Conceptual Nervous System)。
19.	Howard, D. J. ; Kerin, R. A.(2004)。The effects of personalized product recommendations on advertisement response rates。
20.	Hunt, J. M.(1963)。Motivation inherent in information processing and action。
21.	Hupfer, M. ; Grey, A.(2005)。Getting something for nothing: The impact of a sample offer and user mode on banner ad response.。
22.	Jelassi, T. ; Enders, A.(2004)。Leveraging wireless technology for mobile advertising. Paper presented at the 12th European Conference on Information Systems。
23.	Jun, J. W. ; Lee, S.(2007)。Mobile media use and its impact on consumer attitudes toward mobile advertising。
24.	Kim, J. W. ; Lee, B. S. ; Shaw, M. J. ; Chang, H. L. ; Nelson, M.(2001)。Application of decision tree induction techniques to personalized advertisements on Internet storefronts。
25.	Kolsaker, A. ; Drakatos, N.(2009)。Mobile advertising: The influence of emotional attachment to mobile devices on consumer receptiveness。
26.	Kruger, J. ; Epley, N. ; Parker, J. ; Ng, Z. W.(2005)。Egocentrism over e-mail: Can we communicate as well as we think?。
27.	Lian, L.(2007)。The development of mobile advertising。
28.	Liu, Y.(2007)。Online interaction readiness: Conceptualization and measurement。
29.	Loewenstein, G.(1994)。The psychology of curiosity: A review and reinterpretation。
30.	Low, G. S. ; Lamb, C. W. J.(2000)。The measurement and dimensionality of brand association。
31.	McMillan, S. J. ; 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。
32.	Menon, S. ; Soman, D.(2002)。Managing the power of curiosity for effective web advertising strategies。
33.	Merisavo, M. ; Kajalo, S. ; Karjaluoto, H. ; Virtanen, V. ; Salmenkivi, S. ; Raulas, M. ; Leppaniemi, M.(2007)。An empirical study on the drivers of consumer acceptance of mobile advertising。
34.	Peng, B.(2006)。Mobile marketing-The Chinese perspective。
35.	Posnock, R.(1991)。The trial of curiosity: Henry James, William James, and the challenge of modernity。
36.	Postma, O. J. ; Brokke, M.(2002)。Personalization in practice: The proven effects of personalization。
37.	Reardon, D.(2007)。Teaser ads tickle consumers’ curiosity。
38.	Rettie, R. ; Grandcolas, U. ; Deakins, B.(2005)。Text message advertising: Response rates and branding effects。
39.	Rubin, L.(1983)。Intimate strangers: Men and women together。
40.	Shi, Y. Z. ; Cheung, K. M. ; Prendergast, G.(2005)。Behavioral response to sales promotion tools。
41.	Sohn, D. ; Ci, C. ; Lee, B. K.(2007)。The moderating effects of expectation on the patterns of the interactivity-attitude relationship。
42.	Stern, B. B.(1997)。Advertising intimacy: Relationship marketing and the services consumer。
43.	Vatanparast, R. ; Asil, M.(2007)。Factors affecting the use of mobile advertising。
44.	Wang, A.(2007)。How consumers perceive free offers: Implications for mobile marketing。
45.	Xu, D. J.(2006)。The influence of personalization in affecting consumer attitudes toward mobile advertising in China。
46.	Yan, K. Q. ; Wang, S. C. ; Wei, C. H.(2004)。Personalized advertising recommend mechanism for the mobile user。
47.	Zauberman, G. ; Bettman, J. ; Malkoc, S. A. ; Kim, B. K.(2007)。Subjective time perception and temporal discounting。

推文
推薦
引用網址
引用嵌入語法
轉寄

top

:::

相關期刊
相關論文
相關專書
相關著作
熱門點閱

1.	手機遊戲內影音廣告類型與廣告內容之影響
2.	Use of Implicit User Feedback to Support Semantics-Based Personalized Document Recommendation
3.	資訊管理研究在臺灣：歷史回顧與未來展望
4.	品牌、代言人熟悉度於前導廣告效果之探討

1.	口袋中的最佳銷售員：簡訊前導廣告之效果

無相關書籍

無相關著作

無相關點閱

QR Code

臺灣人文及社會科學引文索引資料庫系統

詳目顯示

臺灣人文及社會科學引文索引資料庫