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題名：讓行動廣告有效！影響行動廣告效果因素之研究
書刊名：行銷評論
作者：白凢芸／江家瑜／邵讌婷
作者(外文)：Pai, Fan-yun／Chiang, Chia-yu／Shao, Yeh-ting
出版日期：2017
卷期：14:2
頁次：頁191-220
主題關鍵詞：行動廣告；廣告次數；認知專注；產品涉入；廣告效果；Mobile advertising；Cognitive absorption；Product involvement；Advertising effectiveness
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隨著科技的進步，行動通訊裝置的普及，改變了消費者使用行動通訊裝置之行為及習慣，且由於行動通訊裝置具備直接、便利、立即等特性，能於有限的行銷預算下，使企業主或廣告業主隨時隨地與目標顧客有效地進行溝通，是故行動廣告為獨佔鰲頭的一項關鍵行銷手法。因此，本研究著重以人們心理因素的認知專注來探討行動廣告模型，以了解行動廣告形式、內容形式及廣告次數如何影響廣告訊息接收者之認知專注，並進而影響廣告效果，以及分析行動廣告相關要素與產品涉入之交互作用是否會影響與認知專注間關係。本研究採用實驗設計，共發展出八個實驗組，進行研究，結果顯示，不同的廣告形式、內容形式及廣告次數對於認知專注具顯著影響差異，且產品涉入與內容形式及廣告次數之交互作用對於認知專注具顯著影響，並進而影響廣告效果。
With the popularization of mobile communication devices, it changed consumers' habits of using mobile communication devices. Moreover, the advantages of mobile communication device are direct, convenient, immediate and other characteristics enable marketers or advertisers to communicate effectively with target consumers anytime and anywhere in limited marketing budgets. For this reason, mobile advertisements will become a key marketing tool to maximize the benefits. Therefore, experimental design was utilized in our study to examine the effect of advertisement types, content types and advertising number on messages recipients' cognitive absorption, the effect of absorption on advertising effectiveness, and the moderation of product involvement. The results of this study include that different of advertisement types, content types and advertising numbers have significant effect on cognitive absorption, and product involvement shows moderating effect in the relationship among content types, advertising numbers and cognitive absorption.
期刊論文
1.Chen, P. T.、Hsieh, H. P.(2012)。Personalized mobile advertising: Its key attributes, trends, and social impact。Technological Forecasting and Social Change，79(3)，543-557。  new window
2.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
3.Barwise, P.、Strong, C.(2002)。Permission-based mobile advertising。Journal of Interactive Marketing，16(1)，14-24。  new window
4.Saadeghvaziri, F.、Hosseini, H. K.(2011)。Mobile Advertising: An Investigation of Factors Creating Positive Attitude in Iranian Customers。African Journal of Business Management，5(2)，394-404。  new window
5.Gu, B.、Park, J.、Konana, P.(2012)。The impact of external word-of-mouth sources on retailer sales of high-involvement products。Information Systems Research，23(1)，182-196。  new window
6.Saadé, R.、Bahli, B.(2005)。The Impact of Cognitive Absorption on Perceived Usefulness and Perceived Ease of Use in On-Line Learning: an Extension of The Technology Acceptance Model。Information and management，42(2)，317-327。  new window
7.Aaker, David A.、Stayman, Douglas M.(1992)。Implementing the concept of transformational advertising。Psychology & Marketing，9(3)，237-253。  new window
8.Puto, Christopher P.、Wells, Willian D.(1984)。Informational and transformational advertising: The differential effects of time。Advances in Consumer Research，11(1)，638-643。  new window
9.Swaminathan, V.、Zinkhan, G. M.、Reddy, S. K.(1996)。The evolution and antecedents of transformational advertising: A conceptual model。Advances in Consumer Research，23(1)，49-55。  new window
10.Ha, Louisa(1996)。Observations: Advertising Clutter in Consumer Magazines: Dimensions and Effects。Journal of Advertising Research，36(4)，76-84。  new window
11.Rau, P.-L. P.、Zhou, J.、Chen, D.、Lu, T.-P.(2014)。The influence of repetition and time pressure on effectiveness of mobile advertising messages。Telematics and Informatics，31(3)，463-476。  new window
12.Li, H.、Daugherty, T.、Biocca, F.(2003)。The role of virtual experience in consumer learning。Journal of Consumer Psychology，13(4)，395-407。  new window
13.Wiles, M. A.、Danielova, A.(2009)。The worth of product placement in successful films: An event study analysis。Journal of Marketing，73(4)，44-63。  new window
14.MacInnis, Deborah J.、Moorman, Christine、Jaworski, Bernard J.(1991)。Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads。Journal of Marketing，55(4)，32-53。  new window
15.Barutçu, S.、Göl, M. Ö.(2009)。Mobil reklamlar ve mobil reklam araçlarına yönelik tutumlar。KMU İİBF Dergisi，11(17)，24-41。  new window
16.Kim, Y. J.、Han, J. Y.(2014)。Why smartphone advertising attracts customers: A model of web advertising, flow, and personalization。Computers in Human Behavior，33，256-269。  new window
17.Batra, R.、Ray, M. L.(1986)。Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond。Journal of Consumer Research，12(4)，432-445。  new window
18.Hansen, J.、Wänke, M.(2009)。Liking what's familiar: The importance of unconscious familiarity in the mere-exposure effect。Social Cognition，27(2)，161-182。  new window
19.Gavilan, D.、Avello, M.、Abril, C.(2014)。The mediating role of mental imagery in mobile advertising。International Journal of Information Management，34(4)，457-464。  new window
20.Roche, S. M.、McConkey, K. M.(1990)。Absorption: Nature, assessment, and correlates。Journal of Personality and Social Psychology，59(1)，91-101。  new window
21.Cacioppo, J. T.、Petty, R. E.(1980)。Persuasiveness of communications is affected by exposure frequency and message quality: A theoretical and empirical analysis of persisting attitude change。Current Issues & Research in Advertising，3(1)，97-122。  new window
22.Hausman, A. V.、Siekpe, J. S.(2009)。The Effect of Web Interface Features on Consumer Online Purchase Intentions。Journal of Business Research，62(1)，5-13。  new window
23.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
24.Ducoffe, Robert H.(1996)。Advertising Value and Advertising on the Web。Journal of Advertising Research，36(5)，21-35。  new window
25.MacKenzie, Scott B.、Lutz, Richard 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。  new window
26.Agarwal, R.、Karahanna, E.(2000)。Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage。MIS Quarterly，24(4)，665-694。  new window
27.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
28.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。  new window
29.Mehta, A.(2000)。Advertising attitudes and advertising effectiveness。Journal of Advertising Research，40(3)，67-72。  new window
30.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research，23(2)，130-143。  new window
31.Mitchell, Andrew A.、Olson, Jerry C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?。Journal of Marketing Research，18(3)，318-332。  new window
會議論文
1.Haghirian, P.、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。IEEE。  new window
2.陳建文、龔冠華(2002)。從使用者觀點探討行動廣告呈現方式之介面設計。中華傳播學會2002年會暨學術研討會，1-25。  延伸查詢new window
研究報告
1.資策會資訊市場情報中心MIC(2007)。初聲試啼--行動廣告模式分析。  延伸查詢new window
學位論文
1.胡安妮(2008)。多媒體簡訊行動廣告效果之研究(碩士論文)。國立彰化師範大學，彰化縣。  延伸查詢new window
2.魏政賢(2010)。行動與傳統廣告之效果差異研究--以MMS與DM廣告為主(碩士論文)。國立臺灣科技大學。  延伸查詢new window
3.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。  延伸查詢new window
圖書
1.樊志育(1995)。廣告學新論。臺北：三民書局。  延伸查詢new window
2.Alwitt, L. F.、Mitchell, A. A.(1985)。Psychological Processes and Advertising Effects。London：Lawrence Erlbaum Associates。  new window
3.Howard, John A.(1994)。Buyer Behavior in Marketing Strategy。Prentice-Hall Inc.。  new window
其他
1.資策會FIND(2015)。2015年廣告主最愛：臉書、網路關鍵字、行動APP，http://www.moneydj.com/KMDJ/News/NewsViewer.aspx?a={dl739bb0-6c32-4fle-8070-4a5bac4df058}， 。  延伸查詢new window
2.Experian Marketing Services(2015)。2017: The Year That Mobile Begins Mattering Most in Marketing，http://www.mobilemarketingwatch.com/2017-the-year that-mobile-begins-mattering-most-in-marketing-27352/。  new window
3.陳芷鈴(2014)。EMarketer--2013年行動廣告市場成長105%，Google、FB營收最強，https://www.bnext.com.tw/article/31503/BN-ARTICLE-31503。  延伸查詢new window
4.SenText Solutions(2017)。17 Incredible Facts about Mobile Messaging That You Should Know，https://www.sentextsolutions.com/2015/09/17-incredible-facts-about-mobile-messaging-that-you-should-know/。  new window
5.創市際研究顧問調查中心(2013)。【創市際】台灣首份智慧型手機使用行為測量報告，https://www.bnext.com.tw/article/27131/BN-ARTICLE-27131。  延伸查詢new window
圖書論文
1.Lutz, Richard J.(1985)。Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework。Psychological Processes and Advertising Effects: Theory, Research and Application。Lawrence Erlbaum Associates。  new window
 
 
 
 
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