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題名：適地性廣告之研究：消費者感知被偵測性和需要與否對知覺價值、知覺風險、廣告態度及使用意願之影響
書刊名：創新與管理
作者：黃慧新 引用關係／薛冬青
作者(外文)：Huang, Hui-hsin／Huesh, Tung-ching
出版日期：2013
卷期：10:3
頁次：頁77-105
主題關鍵詞：適地性廣告；知覺風險；知覺價值；廣告態度；使用意願；Location-based service direct mail；Perceived risk；Perceived value；Attitude toward advertising；Intention of usage
原始連結：連回原系統網址new window
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  • 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)
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  • 共同引用共同引用:12
  • 點閱點閱:165
本研究以實驗法操弄探討消費者對適地性廣告（Location-Based Service Direct Mail）的內容自覺需要／不需要、是否察覺被偵測，對廣告知覺風險、知覺價值、廣告態度與接受意願之影響。結果發現，有無感受到被偵測在廣告知覺風險上沒有差異外，其餘變項皆有差異，並對接受意願具有預測性；總體來說，「需要、有感受被偵測位置」組別在各變項平均數上（知覺價值、廣告總體態度、廣告態度之「娛樂性」、「資訊性」、「確實性」、使用意願），分數最高；因此未來適地性廣告業者，可以鎖定此種類的簡訊設定模式，將可獲得較高的消費者青睞。
This research conducts experimental design to explore the effect of customers' need for advertising messages and perceived location detection toward Location-Based Service Direct Mail (LSD). The authors also discuss the impact that these two variables have on perceived risk, perceived value, attitude toward advertising and intention of acceptance. The results show that it is not signification effort on perceived risk whether customers perceive location detection or not. The results also demonstrate that when customer is in the situation of ”need for the message of LSD and perceived location detection toward LSD”, he will perceive LSD as high value, get good attitude toward it and show more intention to accept LSD.
期刊論文
1.施翠倚、楊力旗(20110900)。行動廣告內容、廣告價值、隱私權保護對消費者採用意願之影響。電子商務學報，13(3)，625-647。new window  延伸查詢new window
2.黃蘭鍈、胡安妮、吳凱琳(20081200)。多媒體簡訊行動廣告效果之研究。行銷評論，5(4)，481-513。new window  延伸查詢new window
3.Banerjee, S.、Dholakia, R. R.(2012)。Location-based mobile advertisements and gender targeting。Journal of Research in Interactive Marketing，6(3)，198-214。  new window
4.Dahlén, M.、Granlund, A.、Grenros, M.(2009)。The consumer-perceived value of non-traditional media: Effects of brand reputation, appropriateness and expense。Journal of Consumer Marketing，26(3)，155-163。  new window
5.Liu, C. C.(2010)。Increasing advertising value of mobile marketing- An empirical study of antecedents。International Journal of Mobile Communications，8(1)，41-52。  new window
6.Westerlund, M.、Rajala, R.、Tuunanen, T.、Salo, J.(2009)。The influence of content and trust on consumers' intention to accept mobile advertisements。International Journal of E-Services and Mobile Applications，1(4)，1-15。  new window
7.Winter, S.、Krämer, N. C.(2012)。Selecting science information in web 2.0: How source cues, message sidedness, and need for cognition influence users' exposure to blog posts。Journal of Computer-Mediated Communication，18(1)，80-96。  new window
8.Wu, C. H.、Parker, S. K.、Jong, J. P. J. de(2011)。Need for cognition as an antecedent of individual innovation behavior。Journal of Management。  new window
9.Xu, H.、Oh, L. B.、Teo, H. H.(2009)。Perceived effectiveness of text vs. multimedia location-based advertising messaging。International Journal of Mobile Communications，7(2)，154-177。  new window
10.Barwise, P.、Strong, C.(2002)。Permission-based mobile advertising。Journal of Interactive Marketing，16(1)，14-24。  new window
11.Barwise, P.(2001)。TV, PC, or mobile? Future media for consumer e-commerce。Business Strategy Review，12(1)，35-42。  new window
12.Cleff, E. B.(2008)。Regulating mobile advertising in the European Union and the United States, Computer Law and Security Review。The International Journal of Technology and Practice，24(5)，421-436。  new window
13.Facchetti, A.、Rangone, A.、Renga, F. M.、Savoldelli, A.(2005)。Mobile marketing: An analysis of key success factors and the European value chain。International Journal of Management and Decision Making，6(1)，65-80。  new window
14.Fareena, S.、Adrew, J. R.(2008)。How to market to generation mobile。MIT Sloan Management Review，49(4)，34-41。  new window
15.King, N. J.(2008)。When mobile phones are RFID-Equipped-finding E.U.- U.S. solutions to protect consumer privacy and facilitate mobile commerce。Michigan Telecommunications and Technology Law Review，15(1)，107-213。  new window
16.Leppaniemi, M.、Karjaluoto, H.、Salo, J.(2004)。The success factors of mobile advertising value chain。E-Business Review，4(1)，93-97。  new window
17.Liu, C.、Marchewka, J. T.、Lu, J.、Yu, C. S.(2005)。Beyond concern: Privacy-trust-behavioral intention model of electronic commerce。Information & Management，42(2)，289-304。  new window
18.Okazaki, S.(2005)。Mobile advertising adoption by multinationals: Senior executives initial responses。Internet Research，15(2)，160-180。  new window
19.Park, Yangil、Chen, Jengchung V.(2007)。Acceptance and adoption of the innovative use of smartphone。Industrial Management & Data Systems，107(9)，1349-1365。  new window
20.Robins, F.(2003)。The marketing of 3G marketing。Intelligence & Planning，21(6)，370-378。  new window
21.Soroa-Koury, S. K.、Yang, K. C. C.(2010)。Factors Affecting Consumers' Responses to Mobile Advertising from a Social Norm Theoretical Perspective。Telematics and Informatics，27(1)，103-113。  new window
22.Weia, R.、Xiaoming, H.、Pan, J.(2010)。Examining user behavioral response to SMS ads: Implications for the evolution of the mobile phone as a bona-fide medium。Telematics and Informatics，27(1)，32-41。  new window
23.Sicilia, M.、Ruiz, S.、Munuera, J. L.(2005)。Effects of interactivity in a web site: The moderating effect of need for cognition。Journal of Advertising，34(3)，31-45。  new window
24.Brackett, Lana K.、Carr, Benjamin N.(2001)。Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes。Journal of Advertising Research，41(5)，23-32。  new window
25.Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing，74(3)，331-352。  new window
26.Schlosser, A. E.、Shavitt, S.、Kanfer, A.(1999)。Survey of Internet users' attitudes toward Internet advertising。Journal of Interactive Marketing，13(3)，34-54。  new window
27.Wood, Charles M.、Scheer, Lisa K.(1996)。Incorporating Perceived Risk into Models of Consumer Deal Assessment and Purchase Intent。Advances in Consumer Research，23(1)，399-404。  new window
28.陳亭羽、陳美慧、朱雅筠(20060900)。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  延伸查詢new window
29.Teas, R. K.、Agarwal, S.(2000)。The effects of extrinsic product cues on consumers' perceptions of quality, sacrifice, and value。Journal of the Academy of Marketing Science，28(2)，278-290。  new window
30.Chen, Zhan、Dubinsky, Alan J.(2003)。A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation。Psychology & Marketing，20(4)，323-347。  new window
31.Sirdeshmukh, Deepak、Singh, Jagdip、Sabol, Barry(2002)。Consumer trust, value, and loyalty in relational exchanges。The Journal of Marketing，66(1)，15-37。  new window
32.Scharl, Arno、Dickinger, Astrid、Murphy, Jamie(2005)。Diffusion and Success Factors of Mobile Marketing。Electronic Commerce Research and Applications，4(2)，159-173。  new window
33.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。  new window
34.Parasuraman, Ananthanarayanan Parsu、Grewal, Dhruv(2000)。The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda。Journal of the Academy of Marketing Science，28(1)，168-174。  new window
35.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
會議論文
1.王小惠、高珮雯(2010)。多媒體影音廣告吸「睛」？行動廣告呈現方式之效果研究。第六屆國際電腦音樂與音訊技術暨新媒體研討會。元智大學資訊學院資訊傳播學系。122-127。  延伸查詢new window
2.Haghirian, Parissa、Madlberger, M.、Tanuskova, A.(2005)。Increasing advertising value of mobile marketing--An empirical study of antecedents。The 38th Annual Hawaii International Conference on System Sciences。Hawaii：IEEE Computer Society。1-10。  new window
3.Lee, C. C.(2010)。Presentation effects of mobile advertising- product categories and advertising formats fit。the 2009 Eighth International Conference on Mobile Business，120-125。  new window
學位論文
1.萬承岳(2006)。價格折扣與品牌形象對消費者知覺品質、知覺價值及購買意願的影響--以筆記型電腦為例(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Rockhold, J.、Writer, S.(2002)。Advertising anywhere。Wireless Review。  new window
其他
1.Gallen, C.(2009)。Asia-Pacific Leads Mobile Marketing and Advertising: Nearly .7 Billion to Be Spent in 2011，http://www.abiresearch.com， 2013/05/08。  new window
圖書論文
1.詹文男暨MIC研究團隊(2012)。2012資通訊產業發展十大趨勢。產業焦點評論。財團法人資訊工業策進會產業情報研究所。  延伸查詢new window
2.數位媒體研究群(2012)。智慧型手機使用行為分析。產業焦點評論。財團法人資訊工業策進會產業情報研究所。  延伸查詢new window
3.Hofacker, C. F.(1998)。Internet Marketing。Wall Street Journal Handbook Set。  new window
 
 
 
 
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