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：多媒體簡訊特性對廣告價值與廣告效果之影響研究
書刊名：行銷評論
作者：陳亭羽／陳美慧／朱雅筠
作者(外文)：Chen, Ting-yu／Chen, Meihui／Chu, Ya Yun
出版日期：2006
卷期：3:3
頁次：頁279-309
主題關鍵詞：行動廣告；多媒體簡訊；廣告價值；廣告效果；Mobile ad；Multimedia message service；MMS；Ad value；Ad effect
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(7) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:0
  • 點閱點閱:47
從消費者型態的改變、行動廣告市場成長快速及企業界逐漸接受、新的服務以及新技術的出現之下，除了技術面的障礙外，行動媒體相較於其他媒體，具有不同優勢。本研究旨在探討多媒體簡訊(MMS)特性對廣告價值和廣告效果的影響。在廣告效果衡量方面，本研究修改Brackett and Carr(2001)所提出的廣告態度新模型，再加上互動性四種行動廣告特性為自變數，並以廣告價值性為中介變數，來衡量廣告態度。另外，本研究以Rossiter and Percy (1997)之六個階梯效果為衡量廣告效果的範圍，衡量消費者在不同行動廣告特性之下，對廣告價值和廣告效果的影響。研究結果顯示，資訊性、可信性對廣告價值產生正向顯著的關係，互動性對廣告價值卻呈現負面關係；在廣告效果方面，行動廣告特性會透過廣告價值間接影響廣告效果，廣告效果、資訊性、可信性皆會直接影響廣告效果。
With the development of wireless internet and production of MMS or Java function, consumers receive message of production service to change deeply. Additionally, related studies are gradually increasing and attaching importance in academic circles. But most studies that wireless internet ads attach importance to apply service for influence of ad effect. So in this study, we also use MMS ads for experience tool in cell phone, and our study is based on frame of Brackett and Carr study to discuss multimedia message service characteristics on ads effectiveness. The results show that different characteristics of MMS ads, ad value have significant influence on MMS advertising effectiveness.
期刊論文
1.Schweiger, W.(2000)。Media credibility-experience or image? A survey on the credibility of the World Wide Web in Germany in comparison to other media。European Journal of Communication，15(1)，37-59。  new window
2.Shavitt, S.、Lowrey, P.、Haefner, J.(1998)。Public attitudes toward advertising: More favorable than you might think。Journal of Advertising Research，38(4)，7-22。  new window
3.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
4.林義雄(20030200)。行動行銷有哪些魅力？。動腦，322，34-35。  延伸查詢new window
5.Shen, J.、Sun, P.、Zhang, J.、Song, S.,(2004)。iMMS: Interactive Multimedia Messaging Service。IBM Journal of Research and Development，48(5/6)，627-633。  new window
6.Rau, P. L. P.、Chen, D.(2006)。Effects of Watermark and Music on Mobile Message Advertisements。International Journal of Human-Computer Studies，64(9)，905-914。  new window
7.Olsson, U. H.、Tron, F.、Troye, S. V.、Howell, R. D.(2000)。The Performance of ML, GLS, and WLS Estimation in Structural Equation Modeling under Conditions of Misspecification and Normality。Structural Equation Modeling，7(4)，557-595。  new window
8.Okazaki, S.(2004)。How do Japanese Consumers Perceive Wireless ads? A Multivariate Analysis。International Journal of Advertising，23(4)，429-454。  new window
9.McMillan, S. J.、Downes, E. J.(2000)。Defining Interactivity: A Qualitative Identification of Key Dimensions。New Media and Society，2(2)，157-180。  new window
10.Charles, Atkin、Martin, Block(1983)。Effectiveness of Celebrity Endorsers。Journal of Advertising Research，23(1)，57-61。  new window
11.Alwitt, L. F.、Prabhaker, P. R.(1994)。Identifying Who Dislikes Television: Not By Demographics Alone。Journal of Advertising Research，34(6)，17-29。  new window
12.Ducoffe, Robert H.(1995)。How consumers assess the value of advertising。Journal of Current Issues and Research in Advertising，17(1)，1-18。  new window
13.Thompson, B.(1997)。The Importance of Structure Coefficients in Structural Equation Modeling Confirmatory Factor Analysis。Educational and Psychological Measurement，57(1)，5-19。  new window
14.Sunder, S. S.(1998)。Effect of Source Attribution on Perception of Online Stories。Journalism and Mass Communication Quarterly，75(2)，55-68。  new window
15.Reyck, B. D.、Degraeve, Z.(2003)。Broadcast Scheduling for Mobile Advertising。Operations Research，51(4)，509-517。  new window
16.Houston, F. S.、Gassenheimer, J. B.(1987)。Marketing and Exchange。Journal of Marketing，51(4)，3-18。  new window
17.Holbrook, M. B.、Batra, Rajeev(1987)。Assessing the Role of Emotions as Mediators of Consumer Response to Advertising。Journal of Consumer Research，14(3)，404-420。  new window
18.Norris, Claire E.、Colman, Andrew M.(1992)。Context Effects on Recall and Recognition of Magazine Advertisements。Journal of Advertising，21(3)，37-46。  new window
19.Mitchell, A. A.、Olsen, J. C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?。Journal of Marketing Research，18(3)，318-332。  new window
20.Shimp, Terence A.(1981)。Attitude toward the ad as a mediator of consumer brand choice。Journal of Advertising，10(2)，9-48。  new window
21.Kohli, Ajay K.、Jaworski, Bernard J.(1990)。Market Orientation: The Construct, Research Propositions, and Managerial Implications。Journal of Marketing，54(2)，1-18。  new window
22.Eighmey, John(1997)。Profiling user responses to commercial web sites。Journal of Advertising Research，37(3)，59-66。  new window
23.Ducoffe, Robert H.(1996)。Advertising Value and Advertising on the Web。Journal of Advertising Research，36(5)，21-35。  new window
24.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
25.Roberts, Mary Lou、Wortzel, Lawrence H.(1979)。New Life-Style Determinants of Women's Food Shopping Behavior。Journal of Marketing，43(3)，28-39。  new window
26.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
27.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
28.Johnson, Thomas J.、Kaye, Barara K.(1998)。Cruising is Believing: Comparing Internet and Traditional Sources on Media Credibility Measure。Journalism & Mass Communication Quarterly，75(2)，325-340。  new window
29.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
30.Steuer, Jonathan S.(1992)。Defining Virtual Reality: Dimensions Determining Telepresence。Journal of Communication，42(4)，73-93。  new window
學位論文
1.鄭瑞崑(1997)。網路行銷與使用者消費行為之線性結構分析(碩士論文)。實踐大學。  延伸查詢new window
圖書
1.Rockhold, J.、Writer, S.(2002)。Advertising anywhere。Wireless Review。  new window
2.樊志育(1999)。廣告學原理。台北：三民書局。  延伸查詢new window
3.Rossiter, John R.、Percy, Larry(1997)。Advertising and Promotion Management。New York：McGraw-Hill。  new window
4.Bauer, R. A.、Greyser, S. A.(1968)。Advertising in America: The Consumer View。Boston, MA：Harvard University, Graduate School of business Administration, Division of Research。  new window
5.Petty, Richard E.、Cacioppo, John T.(1981)。Attitude and Persuasion: Classic and Contemporary Approaches。Dubuque, IA：Wm. C. Brown Company。  new window
6.周文賢(2002)。多變量統計分析：SAS/STAT使用方法。智勝文化事業有限公司。  延伸查詢new window
7.Diamantopoulos, Adamantios、Siguaw, Judy A.(2000)。Introducing LISREL: A Guide for the Uninitiated。Sage。  new window
8.Schiffman, Leon G.、Kanuk, Leslie Lazar、Wisenblit, J.(2000)。Consumer Behavior。Prentice-Hall。  new window
其他
1.劉立豐(2003)。互動性主宰未來廣告，http://tech.sina.com.cn/other/2003-07-25/1628213680.shtml。  延伸查詢new window
2.蘇伯方(2003)。定位服務奠定行動商務未來，http://www.ectimes.org.tw/searchshow.asp?id=4493&freetext。  延伸查詢new window
圖書論文
1.Hu, L. T.、Bentler, P. M.(1995)。Evaluating model fit。Structural equation modeling: Concepts, issues, and applications。Sage。  new window
2.Rotzoll, K.、Haefner, J. E.、Sandage, C. J.(1989)。Advertising and the classical liberal world view。Advertising in Society: Classic and Contemporary Readings on Advertising's Role in Society。Lincolnwood, Illinois：NTC Publishing Group。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
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：461（臺灣：454，外國：7） ／ 本年度總使用人次：1885225 ／ 訪客人次（自102年09月）：67696406
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