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研究生: 李立中
Lee, Li-Chung
論文名稱: 行動原生廣告使用者行為意願之研究
A Study of User's Behavior Intention to Mobile Native Advertising
指導教授: 劉立行
Liu, Li-Hsing
學位類別: 碩士
Master
系所名稱: 圖文傳播學系
Department of Graphic Arts and Communications
論文出版年: 2017
畢業學年度: 105
語文別: 中文
論文頁數: 103
中文關鍵詞: 行動原生廣告整合型科技接受模式(二)行為意願行動熟練度
英文關鍵詞: Mobile native advertising, unified of acceptance and use of technology, behavior intention, mobile skillfulness
DOI URL: https://doi.org/10.6345/NTNU202202126
論文種類: 學術論文
相關次數: 點閱:205下載:46
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  • 行動廣告有著許多傳統廣告缺乏的優勢,他具有更強的個人性、精準性、互動性以及使用者更高的注意性。而將行動行銷結合原生內容概念的行銷方式是非常創新的廣告方式,結合原生內容的概念將能透過行動廣告與使用者進行更深度的傳播,讓廣告的效果更加的提升!現今行動廣告相關的研究十分的多元,但對於行動廣告內容加入原生內容概念之後的相關實證研究仍在少數。
    本研究以整合型科技接受模式(二)為基礎,探討行動原生廣告使用者行為意願之情形。研究對象設定為使用行動裝置的使用族群,並以問卷調查法進行資料蒐集,共回收414份有效問卷。再以敘述性統計、獨立樣本t檢定、皮爾遜相關分析、單因子變異數分析及迴歸進行分析比對。最後根據所得之資料進行討論,提供未來行動原生廣告發展的參考建議。茲將本研究重要發現分述如下:
    一、行動熟練度對於使用行動原生廣告的績效期望、努力期望和享樂動機有顯著影響。
    二、績效期望及享樂動機對於使用者行動原生廣告的行為意願有顯著影響。
    三、使用者不同月收入在行動熟練度及績效期望上有顯著差異;不同年齡層在社會影響上有顯著差異。
    四、使用者不同使用經驗對於行動熟練度有顯著差異;不同使用經驗對於績效期望、努力期望、社會影響、配合條件、享樂動機和行為意願皆有顯著差異。

    Mobile marketing and advertising is a moderm trend. Compared to traditional advertisement, the advertising which based mobile network has many advantages. Mobile ads are much personal, precision, interactivity and much attention to consumers. Bring traditional ads into mobile phone devices and combine the concept of native content marketing approach is very innovative way to advertise. The concept combines the native content will be able to spread the communication in-depth by using mobile phone devices and mobile internet. However, due to the action research advertising content after adding native concept is still in the minority. Therefore, this study will investigate the user acceptance for mobile phone device users through mobile native advertising technology applications related theories.
    On the basis of unified theory of acceptance and use of technology (UTAUT2) to explore the influence of mobile native advertising on user’s behavior intention. The main object of study is mobile device users. Through the questionnaires, a total of 414 valid questionnaires were recoverd. The collected data were analyzed by statistical methods, as Descriptive Statistics, the Independent samples t-test, Pearson’s correlation coefficient, One-Way ANOVA, and Regression Analysis.
    In the end, based on the conclusion, this study makes some concrete suggestions to the future of mobile native advertising. The major findings are as follows:
    1.The Mobile skillfulness has positive impact on Performance expectancy, Effort expectancy and Hedonic motivation.
    2.The Performance expectancy and Hedonic motivation have positive impact on User’s mobile native advertsing Behavior intention.
    3.Between the different salary of users, the Mobile skillfulness and Performance expectancy have significant difference; between the different ages of users, the Social influence has significant difference.
    4.Between the different use experience, the Mobile skillfulness has significan difference; between the different use experience, the Performance expectancy, Effort expectancey, Social influence, Facilitating conditions, Hedonic motivation and Behavior intention have significant difference.

    中文摘要 I AbstractII 表目錄V 圖目錄VII 第一章 緒論1 第一節 研究背景與動機1 第二節 研究目的與問題2 一、研究目的2 二、研究問題3 第三節 名詞解釋4 一、行動行銷(Mobile Marketing)4 二、行動廣告(Mobile advertising)4 三、原生廣告(Native advertising)4 四、行動原生廣告(Mobile Native advertising)4 五、行動熟練度(Mobile skillfulness)5 六、績效期望(Performance expectancy)5 七、努力期望(Effort expectancy)5 八、社會影響(Social influence)5 九、配合條件(Facilitating conditions)5 十、享樂動機(Hedonic motivation)6 十一、行為意願(Behavioral intention)6 第四節 研究範圍與限制6 第五節 研究流程7 一、擬定研究方向7 二、文獻蒐集與探討7 三、確立研究目的與待答問題7 四、建立研究架構與研究方法7 五、問卷建構8 六、問卷預試8 七、修正流程與問卷題項8 八、實施正式問卷調查8 九、資料處理與統計分析8 十、研究結果與發現8 十一、結論與建議9 第二章 文獻探討10 第一節 行動廣告10 一、行動廣告定義10 二、行動廣告技術11 三、行動廣告種類13 四、行動廣告相關研究14 第二節 原生廣告16 一、原生廣告定義16 二、行動原生廣告17 第三節 科技接受模式理論發展與實證19 一、科技接受模式19 二、TAM2與TAM3 20 三、整合型科技接受模式23 第四節 文獻小結31 第三章 研究設計與實施32 第一節 研究架構33 第二節 研究方法36 第三節 研究對象37 第四節 研究工具37 第五節 研究實施42 第六節 資料處理方法46 第四章 研究結果與討論48 第一節 問卷受測者背景變項敘述統計48 第二節 行動熟練度與整合型科技接受模式二敘述統計分析54 第三節 使用者對行動原生廣告行為意願之影響62 第四節 不同背景變項對於行動熟練度及整合行科技接受模式之差異情形 66 第五節 不同使用經驗對於行動熟練度及整合行科技接受模式之差異情形 80 第六節 不同使用頻率對於行動熟練度及整合行科技接受模式之差異情形 82 第五章 研究結論與建議87 第一節 研究結論87 第二節 研究建議91 參考資料 94 一、中文部分 94 二、外文部分 94 三、網路部分 99 附錄101 表目錄 表格 1 行動廣告技術分類12 表格 2 行動廣告相關研究整理14 表格 3 原生廣告相關研究整理18 表格 4 UTAUT變項構面整理24 表格 5 整合型科技接受模式與整合型科技接受模式二變項定義比較28 表格 6 行動熟練度變數測量量表38 表格 7 績效期望變數測量量表38 表格 8 努力期望變數測量量表39 表格 9 社會影響變數測量量表39 表格 10 配合條件變數測量量表40 表格 11 享樂動機變數測量量表40 表格 12 行為意願變數測量量表41 表格 13 使用者基本資料41 表格 14 預試問卷信度摘要表43 表格 15 KMO與Bartlett檢定43 表格 16 預試問卷信效度摘要表44 表格 17 問卷信度檢定摘要表48 表格 18 受測者性別之描述性統計49 表格 19 受測者婚姻檢定摘要表49 表格 20 受測者年齡檢定摘要表50 表格 21 受測者教育程度檢定摘要表51 表格 22 個人基本資料統計表51 表格 23 受測者行動裝置每日使用時間統計表52 表格 24 受測者原生廣告點擊瀏覽統計表52 表格 25 行動熟練度平均數與標準差55 表格 26 績效期望平均數與標準差55 表格 27 努力期望平均數與標準差56 表格 28 社會影響平均數與標準差57 表格 29 配合條件平均數與標準差58 表格 30 享樂動機平均數及標準差58 表格 31 行為意願平均數及標準差59 表格 32 構面間皮爾森相關分析矩陣62 表格 33 行動熟練度及績效期望、努力期望和享樂動機之線性迴歸63 表格 34 整合型科技接受模式之線性迴歸64 表格 35 性別在行動熟練度之t檢定66 表格 36 性別在整合型科技接受模式之t檢定67 表格 37 年齡在行動熟練度上之ANOVA68 表格 38 年齡在績效期望上之ANOVA69 表格 39 年齡在努力期望上之ANOVA69 表格 40 年齡在社會影響上之ANOVA70 表格 41 年齡在配合條件上之ANOVA70 表格 42 年齡在享樂動機上之ANOVA70 表格 43 年齡在行為意願上之ANOVA71 表格 44 教育程度在行動熟練度上之ANOVA71 表格 45 教育程度在績效期望上之ANOVA72 表格 46 教育程度在努力期望上之ANOVA72 表格 47 教育程度在社會影響上之ANOVA73 表格 48 教育程度在配合條件上之ANOVA73 表格 49 教育程度在享樂動機上之ANOVA73 表格 50 教育程度在行為意願上之ANOVA74 表格 51 月收入在行動熟練度上之ANOVA75 表格 52 月收入在績效期望上之ANOVA75 表格 53 月收入在努力期望上之ANOVA76 表格 54 月收入在社會影響上之ANOVA76 表格 55 月收入在配合條件上之ANOVA77 表格 56 月收入在享樂動機上之ANOVA77 表格 57 月收入在享樂行為意願之ANOVA77 表格 58 使用經驗在行動熟練度之t檢定80 表格 59 不同使用經驗在整合型科技接受模式之t檢定81 表格 60 使用頻率在行動熟練度上之ANOVA83 表格 61 使用頻率在績效期望上之ANOVA83 表格 62 使用頻率在努力期望上之ANOVA84 表格 63 使用頻率在社會影響上之ANOVA84 表格 64 使用頻率在配合條件上之ANOVA85 表格 65 使用頻率在享樂動機上之ANOVA85 表格 66 使用頻率在享樂動機上之ANOVA86 表格 67 研究假設整理表87   圖目錄 圖表 1 研究流程圖9 圖表 2 行動廣告的類型14 圖表 3 科技接受模式理論架構圖20 圖表 4 TAM2理論架構21 圖表 5 TAM3理論架構22 圖表 6 UTAUT理論架構23 圖表 7 行動廣告行為意願研究架構25 圖表 8 UTAUT2理論架構27 圖表 9 研究架構圖33

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    Mobile Marketing Association. (2016). MMA Mobile native advertising committee. Retrived from http://www.mmaglobal.com/files/documents/mma_mobile_native_advertising_best_practices_final.pdf
    Open Mobile Alliance. (2001, July). Wireless Application Protocol Architecture specification. Retrieved from http://www.openmobilealliance.org/tech/affiliates/wap/wap-210-waparch-20010712-a.pdf
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    Yahoo!(民101年6月28日)。Yahoo奇摩原生廣告將您的廣告無縫的與內容結合。Yahoo,取自http://yahoo-emarketing.tumblr.com/post/128694073311/0628edm
    資策會FIND(民103年2月17日)。台灣關鍵廣告主媒體廣告市場規模上看360億元。資策會FINE,取自http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1498&fm_sqno=14
    創市際市場顧問公司(2014a年7月15日)。社群服務調查暨臺灣社群相關網站
    使用概況市場調查。2014年12月7日,取自:http://news.ixresearch.com/?p=7549

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