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    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/48839
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/48839

    Title: 行動廣告侵入性感知因子與回應模式研究: 以文字簡訊廣告為例
    Antecedents and consequences model of the perceived intrusiveness of mobile advertising: sms advertising
    Authors: 楊舒婷
    Yang, Shu Ting
    Contributors: 張郁敏
    Yang, Shu Ting
    Keywords: 手機廣告
    Date: 2009
    Issue Date: 2010-12-08 01:51:28 (UTC+8)
    Abstract: 由於手機文字簡訊廣告的傳輸成本低,並能精準地觸及目標消費者,因此成為廣告主手機行銷最重要的廣告類型。然而,越來越多的手機文字簡訊廣告卻可能導致消費者將廣告訊息視為垃圾訊息,並對廣告產生侵入性感知與避免回應。過去研究手機文字簡訊廣告侵入性感知的文獻只有一篇,而該研究所建立模式的前置因素解釋力不足,並且缺乏後果變項的探討。因此,本研究欲建構侵入性感知模式,以調查法探討台灣地區手機文字簡訊廣告使用者的侵入性感知,及其影響因子與後果。


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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097451013
    Data Type: thesis
    Appears in Collections:[新聞學系] 學位論文

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