题名

行動廣告檢索指引之核心組合與產品購買決策關聯性

并列篇名

Association Between the Core Combination of Mobile Advertising Retrieval Cues and Product Purchase Decisions

DOI

10.6220/joq.202204_29(2).0002

作者

周建亨(Chien-Heng Chou)；任立中(Li-Chung Jen)；李淑玉(Shu-Yu Li)

关键词

廣告檢索指引 ； 核心邊陲模型 ； 相似性衡量 ； advertising retrieval cues ； core-periphery model ； similarity measurement

期刊名称

品質學報

卷期/出版年月

29卷2期（2022 / 04 / 30）

页次

118 - 135

内容语文

繁體中文
中文摘要

廣告是刺激消費者潛在需要與慾望來源之一，如何吸引消費者注意力，促進顧客之產品購買決策，藉以得出廣告利基點，儼然成為一種新的商業價值，亦為互聯網成功模式的關鍵。為此，本研究運用社會網絡核心邊陲模型（core-periphery model）建立行動廣告檢索指引之核心組合，延伸過去相似性衡量（similarity measurement）方法以瞭解產品購買決策之關聯性。結果顯示消費者對行動廣告產品購買決策之高度核心為美食餐券、手機產品及旅遊產品，可強化與產品購買決策之關係，而中介中心性為美食餐券，引導著行動廣告檢索流通之產品線索，對於企業與平臺管理者策劃廣告與資源配置，提供潛在產品特徵與市場覆蓋率的實質途徑，延伸產品供應鏈品質管理系統之資源整合，將會有助於拓展行動廣告業傳播策略以及企業協作價值鏈之創新。
英文摘要

Advertising stimulates the potential needs and desire of consumers. Therefore, how consumers' attention can be attracted so as to prompt them to make product purchase decisions and thus identify a niche of advertising has become a new business value and the key to successful Internet models. Accordingly, this study used a core-periphery model for social networks to establish the core combination of mobile advertising retrieval cues and extended similarity measures that have been adopted by previous studies to reveal the association between mobile advertising and product purchase decisions. The results showed that, regarding consumers' purchase decisions for products promoted with mobile advertising, food vouchers, mobile phone products, and travel products were in the core and enhanced the relationship between mobile advertising and product purchase decisions. Having the highest betweenness centrality, food vouchers guided product cues circulating in mobile advertising. This study provided practical approaches to identifying potential product characteristics and determining market coverage for businesses and platform managers to design advertising, allocate resources, and coordinate resources in the quality management system of a product supply chain. Accordingly, the study results may be conducive to expansion of communication strategies in the mobile advertising industry as well as innovation of the value chain of business collaboration.
主题分类 社會科學 > 管理學
参考文献
  1. 俞凱允,蘇力萍(2019)。整合六標準差及精實生產於ISO 9000品質管理系統。品質學報，26(2)，92-113。
    連結：
  2. 楊維娟,周登陽,黃宗煌(2011)。競爭模式、聯合廣告以及市場成長性對廣告的影響。人文及社會科學集刊，23(3)，285-310。
    連結：
  3. Aaker, D. A.(1996).Measuring brand equity across products and markets.California Management Review,38(3),102-120.
  4. Ahuja, M. K.,Galletta, D. F.,Carley, K. M.(2003).Individual centrality and performance in virtual R&D groups: an empirical study.Management Science,49(1),21-38.
  5. Alderson, W.(1957).Marketing Behavior and Executive Action: A Functionalist Approach to Marketing Theory.Homewood, IL:Richard D. Irwin.
  6. Amrit, C.,van Hillegersberg, J.(2008).Detecting coordination problems in collaborative software development environments.Information Systems Management,25(1),57-70.
  7. Anderson, J. R.,Bower, G. H.(1974).A propositional theory of recognition memory.Memory & Cognition,2(3),406-412.
  8. Anderson, J. R.,Bower, G. H.(1972).Recognition and retrieval processes in free recall.Psychological Review,79(2),97-123.
  9. Angell, R.,Gorton, M.,Sauer, J.,Bottomley, P.,White, J.(2016).Don’t distract me when I’m media multitasking: toward a theory for raising advertising recall and recognition.Journal of Advertising,45(2),198-210.
  10. Arndt, J.(1978).How broad should the marketing concept be?.Journal of Marketing,42(1),101-103.
  11. Bart, Y.,Stephen, A. T.,Sarvary, M.(2014).Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions.Journal of Marketing Research,51(3),270-285.
  12. Bauer, H. H.,Reichardt, T.,Barnes, S. J.,Neumann, M. M.(2005).Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study.Journal of Electronic Commerce Research,6(3),181-192.
  13. Belk, R. W.(1974).An exploratory assessment of situational effects in buyer behavior.Journal of Marketing Research,11(2),156-163.
  14. Bettman, J. R.(1974).Decision net models of buyer information processing and choice: findings, problems, and prospects.Buyer/Consumer Information Processing,Chapel Hill, NC:
  15. Bettman, J. R.(1979).An Information Processing Theory of Consumer Choice.Reading, MA:Addison-Wesley.
  16. Bikhchandani, S.,Hirshleifer, D.,Welch, I.(1998).Learning from the behavior of others: conformity, fads, and informational cascades.Journal of Economic Perspectives,12(3),151-170.
  17. Boorman, S. A.,White, H. C.(1976).Social structure from multiple networks.II. Role structures, American Journal of Sociology,81(6),1384-1446.
  18. Borgatti, S. P.,Everett, M. G.(2000).Models of core/periphery structures.Social Networks,21(4),375-395.
  19. Boyd, J. P.,Fitzgerald, W. J.,Mahutga, M. C.,Smith, D. A.(2010).Computing continuous core/periphery structures for social relations data with MINRE.SVD, Social Networks,32(2),125-137.
  20. Breiger, R. L.(1990).Social control and social networks: a model from Georg Simmel.Structures of Power and Constraint: Papers in Honor of Peter M. Blau,Cambridge, UK:
  21. Breiger, R. L.(1981).Structures of economic interdependence among nations.Continuities in Structural Inquiry,Beverly Hills, CA,:
  22. Breiger, R. L.(1990).Social Mobility and Social Structure.Cambridge, UK.:Cambridge University Press.
  23. Cheung, C. M. K.,Xiao, B. S.,Liu, I. L. B.(2014).Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions.Decision Support Systems,65,50-58.
  24. Comrey, A. L.(1962).The minimum residual method of factor analysis.Psychological Reports,11(1),15-18.
  25. Conway, M. E.(1968).How do committees invent?.Datamation,14(4),28-31.
  26. Dahl, R. A.(1961).Who Governs? Democracy and Power in an American City.New Haven, CT:Yale University Press.
  27. Darby, M. R.,Karni, E.(1973).Free competition and the optimal amount of fraud.The Journal of Law & Economics,16(1),67-88.
  28. Davis, A., Gardner, B. and Gardner, M. R., 1941, Deep South: A Social Anthropological Study of Caste and Class, University of Chicago Press, Chicago, IL.
  29. eMarketer, (accessed February, 2019), 2015, Mobile will account for 72% of US digital ad spend by 2019, .
  30. Franses, P. H.(1991).Primary demand for beer in the netherlands: an application of ARMAX model specification.Journal of Marketing Research,28(2),240-245.
  31. García Muñiz, A. S,Ramos Carvajal, C.(2006).Core/periphery structure models: an alternative methodological proposal.Social Networks,28(4),442-448.
  32. Giddens, A.(1984).The Constitution of Society: Outline of the Theory of Structuration.Berkeley, CA:University of California Press.
  33. Godes, D.,Mayzlin, D.(2004).Using online conversations to study word-of-mouth communication.Marketing Science,23(4),545-560.
  34. Godes, D.,Mayzlin, D.,Chen, Y.,Das, S.,Dellarocas, C.,Pfeiffer, B.(2005).The firm’s management of social interactions.Marketing Letters,16(3–4),415-428.
  35. Goyal, S.,Moraga-González, J. L.(2001).R&D Networks.The RAND Journal of Economics,32(4),686-707.
  36. Green, P. E.,Wind, Y.,Jain, A. K.(1972).Preference measurement of item collections.Journal of Marketing Research,9(4),371-377.
  37. Gulati, R.(1999).Network location and learning: the influence of network resources and firm capabilities on alliance formation.Strategic Management Journal,20(5),397-420.
  38. Gupta, A.,Su, B.-c.,Walter, Z.(2004).An empirical study of consumer switching from traditional to electronic channels: a purchase-decision process perspective.International Journal of Electronic Commerce,8(3),131-161.
  39. Ha, L.(1996).Observation: advertising clutter in consumer magazines: dimensions and effects.Journal of Advertising Research,36(4),76-84.
  40. Haire, M.(1950).Projective techniques in marketing research.Journal of Marketing,14(5),649-656.
  41. Hambrick, D. C.,Finkelstein, S.,Cho, T. S.,Jackson, E. M.(2004).Isomorphism in reverse: institutional theory as an explanation for recent increases in intraindustry heterogeneity and managerial discretion.Research in Organizational Behavior,26,307-350.
  42. Hanneman, Robert A.,Riddle, Mark,陳世榮（譯）(2013).社會網絡分析方法：UCINET的應用.高雄:巨流.
  43. Henderson, G. R.,Iacobucci, D.,Calder, B. J.(1998).Brand diagnostics: mapping branding effects using consumer associative networks.European Journal of Operational Research,111(2),306-327.
  44. Holbrook, M. B.,Dixon, G.(1985).Mapping the market for fashion: complementarity in consumer preferences.The Psychology of Fashion,Lexington, MA:
  45. Hubert, L. J.(1985).Combinatorial data analysis: association and partial association.Psychometrika,50(4),449-467.
  46. Hubert, L.,Schultz, J.(1976).Quadratic assignment as a general data analysis strategy.British Journal of Mathematical and Statistical Psychology,29(2),190-241.
  47. Iacobucci, D.,Henderson, G.,Marcati, A,Chang, J.(1996).Network analyses of brand switching behavior.International Journal of Research in Marketing,13(5),415-429.
  48. Jenkins, F.(2006).Mobile marketing.Young Consumers,7(2),60-63.
  49. Keller, K. L.(1993).Memory retrieval factors and advertising effectiveness.Advertising Exposure, Memory, and Choice,Hillsdale, NJ:
  50. Kim, E.-m.,Wildman, S. S.(2006).A deeper look at the economics of advertiser support for television: the implications of consumption-differentiated viewers and ad addressability.Journal of Media Economics,19(1),55-79.
  51. Kim, J. B.,Albuquerque, P.,Bronnenberg, B. J.(2011).Mapping online consumer search.Journal of Marketing Research,48(1),13-27.
  52. Kintsch, W.(1974).The Representation of Meaning in Memory.Hillsdale, NJ:Lawrence Erlbaum.
  53. Kintsch, W.(1970).Models for free recall and recognition.Models of Human Memory,New York, NY:
  54. Knoke, D.,Burt, R. S.(1983).Prominence.Applied Network Analysis: A Methodological Introduction,Beverly Hills, CA:
  55. Knoke, D.,Yang, S.(2008).Social Network Analysis.Los Angeles, CA:Sage.
  56. Kőszegi, B.,Rabin, M.(2006).A model of reference-dependent preferences.The Quarterly Journal of Economics,121(4),1133-1165.
  57. Lavidge, R. J.,Steiner, G. A.(1961).A model for predictive measurements of advertising effectiveness.Journal of Marketing,25(6),59-62.
  58. Leskovec, J.,Lang, K. J.,Dasgupta, A.,Mahoney, M. W.(2009).Community structure in large networks: natural cluster sizes and the absence of large well-defined clusters.Internet Mathematics,6(1),29-123.
  59. Levy, S. J.(1981).Intepreting consumer mythology: a structural approach to consumer behavior.Journal of Marketing,45(3),49-61.
  60. Li, H.,Stoller, B.(2007).Parameters of mobile advertising: a field experiment.International Journal of Mobile Marketing,2(1),4-11.
  61. Liu, Y.,Sutanto, J.(2012).Buyers’ purchasing time and herd behavior on deal-of-the-day group-buying websites.Electronic Markets,22(2),83-93.
  62. Ma, L.-l.,Ma, C.,Zhang, H.-F.,Wang, B.-H.(2016).Identifying influential spreaders in complex networks based on gravity formula.Physica A: Statistical Mechanics and Its Applications,451,205-212.
  63. Mackenzie, K. D.(1966).The information theoretic entropy function as a total expected participation index for communication network experiments.Psychometrika,31(2),249-254.
  64. Mandler, G.(1980).Recognizing: the judgment of previous occurrence.Psychological Review,87(3),252-271.
  65. Mandler, G.,Pearlstone, Z.,Koopmans, H. S.(1969).Effects of organization and semantic similarity on recall and recognition.Journal of Verbal Learning and Verbal Behavior,8(3),410-423.
  66. Martin, E.(1975).Generation-recognition theory and the encoding specificity principle.Psychological Review,82(2),150-153.
  67. Marwell, G.,Ames, R. E.(1979).Experiments on the provision of public goods. I. Resources, interest, group size, and the free-rider problem.American Journal of Sociology,84(6),1335-1360.
  68. Marwell, G.,Oliver, P.(1984).Collective action theory and social movements research, Research in Social Movements.Conflicts and Change,7,1988.
  69. McEvily, B.,Marcus, A.(2005).Embedded ties and the acquisition of competitive capabilities.Strategic Management Journal,26(11),1033-1055.
  70. Merisavo, M.,Vesanen, J.,Arponen, A.,Kajalo, S.,Raulas, M.(2006).The effectiveness of targeted mobile advertising in selling mobile services: an empirical study.International Journal of Mobile Communications,4(2),119-127.
  71. Miles, R. E.,Snow, C. C.(1992).Causes of failure in network organizations.California Management Review,34(4),53-72.
  72. Mort, G. S.,Drennan, J. C.(2001).M-marketing: new directions in B2C e-business.Australian and New Zealand Marketing Academy Conference,Auckland, New Zealand:
  73. Nicholas, R. W.(1965).Factions: a comparative analysis.Political Systems and the Distribution of Power,London, UK:
  74. Nielsen, N. A.,Bech-Larsen, T.,Grunert, K. G.(1998).Consumer purchase motives and product perceptions: a laddering study on vegetable oil in three countries.Food Quality and Preference,9(6),455-466.
  75. O’Guinn, T. C.,Allen, C. T.,Semenik, R. J.(1998).Advertising.Cincinnati, OH:South Western College.
  76. Oestreicher-Singer, G.,Libai, B.,Sivan, L.,Carmi, E.,Yassin, O.(2013).The network value of products.Journal of Marketing,77(3),1-14.
  77. Orsenigo, L.,Pammolli, F.,Riccaboni, M.,Bonaccorsi, A.,Turchetti, G.(1997).The evolution of knowledge and the dynamics of an industry network.Journal of Management and Governance,1(2),147-175.
  78. Park, C. W.(1978).A conflict resolution choice model.Journal of Consumer Research,5(2),124-137.
  79. Park, C. W.,Lessig, V. P.(1977).Students and housewives: differences in susceptibility to reference group influence.Journal of Consumer Research,4(2),102-110.
  80. Pattison, P. E.(1980).Melbourne, Australia,University of Melbourne.
  81. Prahalad, C. K.,Hamel, G.(1990).The core competence of the corporation.Harvard Business Review,68(3),79-91.
  82. Reder, L. M.,Anderson, J. R.,Bjork, R. A.(1974).A semantic interpretation of encoding specificity.Journal of Experimental Psychology,102(4),648-656.
  83. Reingen, P. H.,Foster, B. L.,Brown, J. J.,Seidman, S. B.(1984).Brand congruence in interpersonal relations: a social network analysis.Journal of Consumer Research,11(3),771-783.
  84. Rettie, R.,Grandcolas, U.,Deakins, B.(2005).Text message advertising: response rates and branding effects.Journal of Targeting, Measurement and Analysis for Marketing,13(4),304-312.
  85. Rugman, A.,Rugman, A.(1992).Business networks for international competitiveness.Business Quarterly,56(4),101-107.
  86. Santa, J. L.,Lamwers, L. L.(1974).Encoding specificity: fact or artifact.Journal of Verbal Learning and Verbal Behavior,13(4),412-423.
  87. Saxenian, A. L.(1994).Regional Advantage: Culture and Competition in Silicon Valley and Route 128.Cambridge, MA:Harvard University Press.
  88. Scharl, A.,Dickinger, A.,Murphy, J.(2005).Diffusion and success factors of mobile marketing.Electronic Commerce Research and Applications,4(2),159-173.
  89. Schilling, M. A.,Phelps, C. C.(2007).Interfirm collaboration networks: the impact of large-scale network structure on firm innovation.Management Science,53(7),1113-1126.
  90. Schultz, D. E.,Tannenbaum, S. I.,Lauterborn, R. F.(1993).Integrated Marketing Communications: Pulling It Together & Making It Work.Lincolnwood, IL:NTC Business Books.
  91. Sharma, C.,Herzog, J.,Melfi, V.(2008).Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market.Hoboken, NJ:John Wiley & Sons.
  92. Simpson, P. M.,Siguaw, J. A.,Cadogan, J. W.(2008).Understanding the consumer propensity to observe.European Journal of Marketing,42(1–2),196-221.
  93. Skvoretz, J.,Fararo, T. J.,Agneessens, F.(2004).Advances in biased net theory: definitions, derivations, and estimations.Social Networks,26(2),113-139.
  94. Smutkupt, P.,Krairit, D.,Khang, D. B.(2011).The impact of permission-based mobile advertising on consumer brand knowledge.International Journal of Mobile Marketing,6(1),94-108.
  95. Solomon, M. R.,Buchanan, B.(1991).A role-theoretic approach to product symbolism: mapping a consumption constellation.Journal of Business Research,22(2),95-109.
  96. Srivastava, R. K.,Shocker, A. D.,Day, G. S.(1978).An exploratory study of the influences of usage situation on perceptions of product-markets.Advances in Consumer Research,5,32-38.
  97. Stefflre, V.(1971).New Products and New Enterprises: A Report on an Experiment in Applied Social Science.Irvine, CA:University of California.
  98. Suárez, S. L.(2006).Mobile democracy: text messages, voter turnout and the 2004 Spanish general election.Representation,42(2),117-128.
  99. Tulving, E.,Thomson, D. M.(1973).Encoding specificity and retrieval processes in episodic memory.Psychological Review,80(5),352-373.
  100. Wang, Y.,Yu, C.(2017).Social interaction-based consumer decision-making model in social commerce: the role of word of mouth and observational learning.International Journal of Information Management,37(3),179-189.
  101. Wasserman, S.,Faust, K.(1994).Social Network Analysis: Methods and Applications.New York:Cambridge University Press.
  102. Wellman, B.,Berkowitz, S. D.(1988).Social Structures: A Network Approach.New York, NY:Cambridge University Press.
  103. Wells, W. D.(1968).Backward Segmentation.Insights Into Consumer Behavior,Boston, MA:
  104. Wind, Y.(1977).Toward a change in the focus of marketing analysis: from a single brand to an assortment Jerry Wind.Journal of Marketing,41(4),12+143.
  105. Wiseman, S.,Tulving, E.(1976).Encoding specificity: relation between recall superiority and recognition failure.Journal of Experimental Psychology: Human Learning and Memory,2(4),349-361.
  106. Yang, J.,Leskovec, J.(2013).Overlapping community detection at scale: a nonnegative matrix factorization approach.Proceedings of the 6th ACM International Conference on Web Search and Data Mining,Rome, Italy:
  107. 柯逸凌(2013)。臺北，國立臺灣大學。
  108. 資訊工業策進會，(accessed August, 2018)，2014，2014臺灣行動行銷市場關鍵報告發表會，。
print cancel