資通訊科技的快速發展，使智慧型手機等行動載具成為新溝通設備主流，而智慧型手機的操作介面、應用與特徵，更造成方寸間所接收及播放的廣告，其所呈現之不同類型、訴求或有無適地性，對廣告效果在使用者認知、態度及意圖的影響上，可能產生結構性的變化。
因此，本研究旨在探究行動廣告呈現方式對智慧型手機廣告效果之影響，從使用者的角度出發，利用三因子實驗設計方式，探討廣告類型、廣告訴求、適地性，個別及交互作用下，對行動廣告效果之影響；期望透過前述結合理論與實務的研究所得，具體說明行動廣告呈現方式與智慧型手機廣告效果的關係，並據此提出建議，做為未來行動廣告製定及發展的參考依據。
研究結果發現：(1)廣告類型對行動廣告效果有顯著的影響；(2)廣告訴求對行動廣告效果無顯著的影響；(3)適地性對行動廣告效果無顯著的影響；(4)廣告類型、廣告訴求與適地性之間無顯著的影響。
Rapid development of information and communication technology makes smartphones and other mobile tools become the new mainstream of communication equipment. The interface, applications and features of smartphones result in various presentation types and advertising appeal of the advertisements receiving and broadcasting on screens, also whether there is location based service or not. The advertisement efficiency may cause structural changes on user awareness, attitudes and intentions.
Therefore, this research aims to study the impact how the presentation methods of mobile advertisement effect the efficiency of smartphone advertisement from users’ point of view via three-factor experimental design to look into the mobile advertisement efficiency under the interaction of advertisement type, advertising appeal and location-based service. The research outcomes are expected to be attained via the combination of the above theory and practical experiments in order to concretely illustrate the relation between the presentation method of mobile advertisement and the efficiency of smartphones advertisement. Also, some suggestions will be proposed based on the attained results as the references for future production and development of mobile advertisement.
The results are: I- Type of advertisement has significant impact on the efficiency of mobile advertisement. II- Advertising appeal does not have remarkable impact on the efficiency of mobile advertisement. III- Location based service does not have remarkable impact on the efficiency of mobile advertisement. IV- There is not remarkable impacts between advertisement type, advertising appeal and location based service.
