影響行動社群廣告點擊意向因素之探討：以使用者許可為調節變項

Abstract

近年來行動上網的普及化，民眾的上網行為已由桌上型電腦漸漸轉移至行動裝置上，因此，廣告主也轉移陣地將廣告投放於行動裝置上，行動廣告因此快速發展，成為重要的廣告型態。而在行動裝置上，台灣民眾使用最頻繁的是像Facebook或Line等社群媒體，這使得社群媒體上的廣告益發重要。因此本研究以行動社群廣告為研究對象，探討影響其點擊意向之因素。

本研究以Ducoffe (1996)的網路廣告模型為基礎，該模型探討廣告娛樂性、資訊性、擾人性對廣告態度的影響，在文獻回顧後，我們將廣告可靠性和個人化程度作為自變數、將使用者許可作為調節變數加入模型中，探討各個自變數對廣告態度和點擊意向的影響，以及使用者許可的調節效果是否存在。

本研究以問卷形式進行調查，問卷回收後，利用迴歸分析和拔靴法來驗證研究假說。結果顯示行動社群廣告之娛樂性、資訊性、擾人性、個人化程度均能顯著影響廣告態度，進而影響廣告點擊意向，可靠性則只有在使用者許可的情況下才可顯著影響廣告態度，因此使用者許可對可靠性之重要性極大。使用者許可則僅對可靠性影響廣告態度之關係具有調節效果。

As the popularity of mobile Internet in recent years, the public’s surfing behavior has been gradually transferred from the desktop computer to mobile devices. Advertisers also put more efforts on mobile devices. As a result, mobile advertising has developed rapidly, becoming an important ad type. The most popular usage on mobile devices in Taiwan is social networking media like Facebook or Line. That makes social networking advertising more important. Therefore, this study uses advertising on social networking sites as the research object and explores the factors that affect its click intention.

Our study is based on Docoffe’s (1996) web advertising model, which explores the impact of informativeness, entertainment and irritation on attitude toward advertising. After literature review, our study adds credibility and personalization as independent variables and permission as moderation variables into the model to explore the effects of each independent variables on attitude toward advertising and click intention.

In this study, a questionnaire was used to investigate. After samples collection, the regression analysis and bootstrapping procedure are used to verify the hypothesis. The results show that entertainment, informativeness, irritation and personalization can significantly affect the attitude toward mobile advertising on social networking sites, and then affect the click intention. Credibility can significantly affect attitude only under users’ permission, which is important to credibility. Permission only moderates the relationship between credibility and attitude.