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題名：無線行銷之個人化行動服務、廣告類別、廣告態度及市場區隔對廣告效果的影響
書刊名：行銷科學學報
作者：張心馨／張淑昭／王耀斌
作者(外文)：Chang, Hsin Hsin／Chang, Su Chao／Wang, Yaw Bin
出版日期：2005
卷期：1:2
頁次：頁107-142
主題關鍵詞：無線行銷；行動簡訊傳送服務；個人化服務；消費者態度；廣告效果；Wireless marketing；Short message service；Personalization service；Customer attitude；Advertising effects
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  • 被引用次數被引用次數:期刊(1) 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:17
  • 點閱點閱:6
本研究結合無線行動設備與行動加值服務應用於一對一行銷，並針對個人化行動服務尋找適合的無線行動廣告於簡訊傳送服務的產品類型，且考慮行動市場區隔對行動廣告的影響效果。研究方法採雙因子實驗設計，內容涵括：個人化無線行銷服務之適合使用於行動廣告的產品種類；以生活型態變數對行動加值服務進行區隔市場，尋找具市場潛力之消費群；消費者與媒體之廣告態度對廣告效果之影響；以及行動市場區隔對廣告績效之干擾效果。資料分析顯示：行動廣告經個人化服務後，經驗品與搜尋品皆能有效的提升消費者廣告態度，而搜尋品更適合透過無線廣告方式發送廣告；行動服務對加值應用在資訊及時性和娛樂休閒服務具有顯著差異，而流行風格顧客群對廣告效果之購買意願高於獨立自主的顧客群；消費者對品牌態度與購買意願中之搜尋品對品牌再認存有正面影響，而且行動市場區隔對廣告績效具有干擾效果。
This research examines the application of Mobile Value-added Services (MVS) for targeted "one-to-one" marketing, which selects Short Message Service (SMS) product advertisements for delivery to customer's mobile phone, on the basis of "personalization factors" identifyingthe customer'smarket segment.The study examinesthe effectiveness of personalisedmobile advertisementin generaland fordifferent product types, market segmentation by customer life-style, and the modifying effect of customer attitude on advertisement effectiveness. It was found that, irrespective of customer's prior product knowledge, personalised mobile marketing improved customer perception of the product, and was more effectivein promoting brand recognition than other forms of advertising. Life-style variables indicated a segmentation of the Mobile Value-added Service market into "Fashion-Style", "Independent", and "Social" customer groups, which differed significantly in the time-criticality of their information requirements and their entertainment and leisure interests. The purchasing intent of the "Fashion" group was much higher than that of the "Independent" group. Mobile advertising had a significant effecton brand recognition and purchasing intent.
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研究報告
1.ARC Consultants(2003)。Business Wireless Marketing。  new window
2.Datamonitor(2001)。Wireless Advertising: Opportunities and Challenges。  new window
3.E-ICP(2002)。Integrated Consumer Profile。  new window
4.Forrester research(2002)。Mobile Messaging's Next Generation。  new window
5.Jupiter Research(2003)。Mobile Marketing: Attracting CPG Adver-tisers。  new window
學位論文
1.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，高雄市。  延伸查詢new window
2.陳吉宗(2002)。行動商務市場區隔之研究--以3G市場為例(碩士論文)。國立臺灣科技大學。  延伸查詢new window
3.沈永軒(2002)。台灣行動電話市場區隔與定位分析--以行動加值服務市場為例(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
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