| 摘要: | 隨著行動裝置的普及與 App 運用日漸多元的情況下,讓行動運用、市場及 行銷,出現結構上的變化,開創一條新興的廣告模式。然而回顧過去關於廣告效 度的研究,多針對廣告主題、產品內容或展演形式來進行,但在行動世代的推動 下,廣告形式已不再受制於單一的表現方式,已融入更多嵌入式功能的運用,因 此為了能夠了解消費者對於功能性 App 廣告的接受度,本研究以學者 Venkatesh (2003)等人所提出的整合科技接受模式作為研究基礎。
研究採用準實驗法,並將 App 實驗廣告設計分為「觸控功能」、「定位服務」、 「富媒體運用」與「允許安裝第三方應用程式」四種情境,以驗證消費者在 App 廣告中,使用這些嵌入式功能的「行為意向」與「使用行為」,並再與個人特徵 的相互關係進行分析比對,探討消費者在廣告接受度上的變化。
本研究針對大臺北地區 13 歲到 50 歲以上之行動裝置使用者,以街角抽樣方 式共得 156 份有效樣本:經研究結果顯示,消費者對於功能性 App 廣告的期望 績效、付出期望、配合情況、社群影響因素,皆會對使用四種嵌入式功能性 App 廣告的行為意向與使用行為產生正面顯著的影響,但個人特徵並沒有特別明顯的 調節作用,僅有在社群影響的功能中,可以依性別的需求來提升消費者對該功能 的接受度;此外,消費者之行為意向與使用行為間也有顯著的正向關係。
綜合研究結果顯示,使用者過去對於接觸 App 廣告的意願偏低,但功能運 用確實能改變消費者對於 App 廣告的認知與接受度,可見妥善地將功能嵌入於 App 廣告中,將有利於廣告的推廣。而本研究之實證分析結果,能提供未來 App 軟體供應商與廣告主建置設計之參考,與未來 App 廣告市場評估的依據。
With the popularity of mobile devices and increasingly diverse use of apps, there are the structural changes in mobile use, markets and marketing, which create a new advertising model. However, most of the previous studies on advertising effectiveness were conducted on the basis of the advertising theme, product content, or traditional forms of graphic performances. Promoted by “action generation”, advertising is no longer subject to the performance of a single function and content and has been infused with more applications of built-in functions. Therefore, in order to understand consumers’ acceptance of functional apps for advertising, this research is based on Venkatesh (2003), who proposed the integrated technology acceptance model.
This study used "Quasi-Experimental" to experiment on the mobile device users in Taipei, aged from 13 to more than 50. Through sampling experiments on the corner, 160 valid samples were obtained. App experiments of advertising design will be divided into four scenarios: touch function, location-based services (LBS), the use of rich media and the allowed installation of third-party applications. The subjects were asked to practically use functional advertising apps and respond to experimental scales to verify consumers’ "behavioral intention" and "actual behavior”, embedded functions in the advertising apps. Then the comparative analysis was made on the basis of interrelation among individual characteristics so that the study could explore the changes in consumers’ acceptance of functional
The results showed that the factors pertaining to consumers’ “Performance Expectancy”, “Effort Expectancy” and “Facilitating Conditions” have significant positive impacts on their behavioral intention of using advertising apps. On the other hand, the “Social Influence” is not a major factor. In addition, there is a significant positive relationship between consumers’ behavioral intention and their actual behavior, which can be affected by their age and experience. It is obvious that the proper use of functions can surely change consumers’ awareness and acceptance of advertising apps. Meanwhile, the empirical results of this study can help the future app software vendors and advertisers to develop functional advertising design. |
