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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29937
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29937


    Title: 行動廣告消費者信任與廣告接收反應之研究
    Authors: 朱怡靜
    Contributors: 張愛華
    朱怡靜
    Keywords: 行動廣告
    消費者信任
    適地性
    信任傾向
    Date: 2008
    Issue Date: 2009-09-11 16:54:02 (UTC+8)
    Abstract: 近年來,隨著行動配備的普及,越來越多的企業開始以行動廣告做為宣傳產品或服務的新溝通管道,由於行動媒體極具個人化和隱私特性,因此,行銷人員不能無視消費者的觀感,而一味地大量傳送對和消費者無關的廣告內容,或是使用干擾的方式強迫消費者接收,甚至利用行動廣告的便利性發送詐騙簡訊,長久來看,消費者將對品牌主、電信業者產生不信任感,對於資訊安全和個人資料的法律保護,也將產生質疑和缺乏信心。
    本研究以問卷調查法蒐集資料,透過統計分析和解釋,研究行動廣告關聯性和許可傳送對消費者信任、廣告接收反應的關係,並探討消費者信任傾向、適地性、行動媒體廣告態度是否對上述關係有干擾效果,最後,再了解消費者信任和廣告接收反應的關係。本研究結果發現:
    一、當行動廣告與消費者關聯性越高時,消費者品牌信任、行動廣告信任越
    高,閱讀、保留訊息、蒐集資訊、回復、參與活動、轉寄的可能性越高,而刪除的可能性會越低。
    二、相對於非許可式行動廣告,消費者對許可式行動廣告有較高的品牌信任、行動廣告信任、資訊環境信任和法律信任,閱讀、保留訊息、蒐集訊息、回復、參與活動、轉寄的可能性會越高,刪除的可能性會越低。
    三、相對於非許可式的行動廣告,許可式的行動廣告內容和消費者的關聯程度越高。
    四、信任傾向對關聯性形成的「品牌信任、行動廣告信任」正向關係,與「閱讀、保留訊息、回復、參與活動」可能性之關係有干擾效果。
    五、在消費者信任傾向高時,適地性對關聯性形成的「品牌信任」正向關係有干擾效果,此外,適地性也會干擾關聯性形成的「刪除、閱讀」可能性。而適地性不會干擾許可傳送方式對消費者信任的關係,但在消費者行動媒體態度佳的情況下,適地性對許可傳送形成的「閱讀」可能性有干擾效果。
    六、行動媒體廣告態度對許可傳送形成的「品牌信任」正向關係、「閱讀」可能性有干擾效果。
    七、消費者信任和廣告接收反應具有正向關係,亦即當消費者信任感越高,則廣告接收反應會越好。此外,消費者信任在行動廣告關聯性、許可傳送對廣告接收反應的影響間,扮演了部分的中介角色。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    96355059
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096355059
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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