行動廣告結合多元媒體對消費者廣告態度之影響

Abstract

隨著無線網路與行動通訊的流行，行動廣告成為與消費者溝通的新管道。相較於傳統媒體廣告，行動廣告具有直接接觸消費者、個人化、適時、適地等特性，但礙於個人隱私權、安全性、確實性等問題，目前大多數的消費者仍對於行動廣告抱持保留的態度。因此這個新市場雖然充滿許多商機，但系統業者或廠商仍積極尋找能更有效發揮行動廣告效果之行銷策略。

本研究藉由媒體整合之方式，探討行動廣告結合多元媒體，對消費者廣告態度、廣告效果之影響，並考慮消費者本身行動通訊與媒體使用經驗，對廣告態度之中介效果。透過敘述統計、信度檢驗、ANOVA、MANOVA、因素分析、迴歸分析等統計方法，驗證研究假說。

本研究主要結論顯示：(1) 消費者對拉式行動廣告態度、廣告效果皆高於推式行動廣告，其中以搭配平面媒體廣告為最佳。(2) 消費者接收行動廣告意願與搭配媒體所感受之確實性有顯著相關；使用程度則與資訊性較有顯著相關。(3) 消費者對媒體廣告態度與結合行動廣告之廣告態度有顯著相關。因此，系統業者或廠商可依不同之行動廣告發送形式或接收族群特性，研擬適當的媒體整合策略，有效改善消費者之廣告態度，提高廣告效果。

With increasing popularity of wireless network and mobile communication, mobile advertising has become a new communication channel with consumers. It includes direct, personalized, and location-based contact with consumers. Most consumers, however, have reservation about mobile advertising because of privacy, security and creditworthiness reasons. Mobile operators and companies are exploring effective marketing strategies to amplify the effect of mobile advertising.

This study combines mobile advertising with multimedia to find out the relationship between advertising attitude and effect. The mediating effect of mobile communication and media experience of consumers have been taken into account. Hypotheses are analyzed via statistical techniques including: descriptive statistics, Cronbach α, MANOVA, factor analysis, Pearson’s correlation and regression analysis.

The major findings of this study include: (1) Consumers prefer pull mobile ad and the advertising effect to those of push mobile ad, especially the synergy between mobile ad and printed ad. (2) Consumers’ receptivity to mobile ad is significantly related to its reliability. In addition, the degree of usage is more likely to be linked with the informativeness. (3) Consumer’s attitude towards advertising in media and combining with mobile ad are correlated significantly. Hence, mobile operators and companies should find suitable media-integrated strategies depending on different sending types or receiving clusters. To improve consumer’s ad attitude and ad effect more effectively.