運用UTAUT模型探討不同產品類型行動適地性廣告之用戶接受度

Applying UTAUT Model to Explore and Compare User Acceptance on Mobile Location-Based Advertising among Different Product Types

林士平(Sirirat Sae Lim)；洪淑萍(Shu-Pin Hung)；蔡佩思(Pei-Shih Tsai)

科技接受和使用整合模型（UTAUT） ； 行動適地性廣告（MLBA） ； 行動行銷 ； FCB方格 ； 產品類型 ； the Unified Theory of Acceptance and Use of Technology Model (UTAUT) ； mobile location-based advertising (MLBA) ； mobile marketing ； FCB grid ； product types

科技管理學刊

24卷2期（2019 / 06 / 01）

61 - 86

繁體中文

行動手持裝置已成為最普遍的消費電子產品，表示行銷人員可以利用這個新機會針對目標客戶進行行動適地性廣告（Mobile Location-Based Advertising，MLBA）。然而，影響用戶接受行動適地性廣告的因素仍待釐清，因此本研究主要運用科技接受和使用整合模型（The Unified Theory of Acceptance and Use of Technology Model，UTAUT）探討潛在影響用戶對行動適地性廣告接受度之變數，以UTAUT模型建構分析架構及假設。另外，本研究加入FCB方格理論進一步探討不同產品類別對研究主題之比較性，研究結果顯示社會影響（social influence）、績效期望（performance expectancy）和有利條件（facilitating condition）具有強烈正面影響，隱私考量（privacy concern）與付出預期（effort expectancy）則顯示對行動適地性廣告接受度有些稍微影響。而與先前其他研究不同的是研究結果顯示產品特性並非用戶對行動適地性廣告接受度的主要因素。

Mobile device has become the most ubiquitous of consumer electronic appliance. It presents marketers new opportunities to approach the potential customers through mobile location-based advertising (MLBA). The factors, however, that affect user acceptance of MLBA are not well clarified. This study examines a set of drivers that may influence consumer’s attitude towards the acceptance of MLBA. A conceptual model with hypotheses is developed and tested. The Unified Theory of Acceptance and Use of Technology Model (UTAUT) is applied to formulate the drivers affecting consumer acceptance of MLBA. In addition, FCB grid is used to study the problem. The result indicates that social influence, performance expectancy, and facilitating condition are the strongest positive drivers, while privacy concern and effort expectancy are shown little relevance to the adoption of MLBA. Different from previous studies, the result also shows that product characteristics are not the major factors to the consumer acceptance of MLBA.

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