行動商務逐漸取代傳統商業模式，廣告是與消費者建立關係與傳播品牌知名度的重要媒介。本研究針對消費者對於行動廣告的分享意願與行為進行探討。假設廣告特性的三個要素(資訊、娛樂、互動)，會透過中介變數-廣告效果(信任度、評價)，對分享意願與行為產生影響。本研究回收網路有效問卷316份。結果顯示，廣告資訊性與互動性可直接對消費者分享行動廣告的意願，產生顯著正向的影響，而廣告效果並沒有中介效力；顯示行動廣告的資訊性與互動性，是影響消費者對於行動廣告分享意願的重要因素。另外，廣告的娛樂性對於廣告信任度有顯著的負向影響，顯示行動廣告的娛樂效果愈高，會降低消費者對於廣告所傳遞訊息真實性的信任度。而行動廣告的資訊性，不僅可影響廣告的分享意願，也可正向增強消費者對於廣告之信任與評價的廣告效果。
Mobile commerce is gradually replacing traditional business models. Advertising is an important medium for brand establishing relationships with consumers and spreading brand awareness. This study discusses consumers' willingness and behavior of sharing advertisements. The three elements of advertising characteristics (informativeness, amusement, interactiveness) are used as independent variables, and the effectiveness of advertising (trust, evaluation) are used as mediators to explore the impact on consumers' willingness and behavior to share. The research design used an online questionnaire to conduct surveys and 316 valid questionnaires returned. The results of the study found that when the advertising characteristics exist, the advertising effectiveness has no mediating effect on the willingness to share the advertising content. The informativeness and interactiveness of the advertising characteristics have significant effects on the willingness to share, showing the factors that consumers value when they do advertising sharing. In addition, amusing advertisements have a significant negative impact on the trust of advertisement, showing that the more amusing content in the advertisement is, the lower trust on the advertisement the consumer has. Informativeness not only affects the willingness to share advertising, but also has a significant effect on the trust and evaluation of the advertising. The most important essence of advertising should lie in the transmission of information. It is recommended not to place too much emphasis on factors other than informativeness, because the lack of informativeness will affect the value of advertising and the possibility of re-dissemination.
