行動廣告內容、廣告價值、隱私權保護對消費者採用意願之影響

The Effects of Mobile Ads Content, Ads Values and Privacy Protection on Consumer Adopt Intention

10.6188/JEB.2011.13(3).05

施翠倚(Tsui-Yii Shih)；楊力旗(Li-Chi Yang)

許可性廣告 ； 誘因性廣告 ； 定位性廣告 ； 廣告價值 ； 隱私權保護 ； Permission Advertising ； Incentive Advertising ； Location-Based Advertising ； Advertising Value ； Privacy Protection

電子商務學報

13卷3期（2011 / 09 / 01）

625 - 647

繁體中文

本研究探討行動廣告的三種類型（許可性廣告、誘因性廣告和定位性廣告）下的廣告內容認知（資訊性、干擾性、娛樂性和可信度）對於廣告價值造成的影響，並探討廣告價值及隱私權保護對於消費者採用意願的影響。結果發現：(1)許可性廣告的廣告內容認知中，資訊性、娛樂性和可信度對於廣告價值有正向影響，干擾性則無影響；(2)誘因性廣告的廣告內容認知中，僅可信度對於廣告價值有正向影響；(3)定位性廣告的廣告內容認知中，僅娛樂性和可信度對於廣告價值有正向的影響；(4)三種類型的行動廣告價值對於消費者採用意願都具有正向的影響關係；(5)在隱私權部分，相較於廣告價值，僅定位性行動廣告的隱私權保護對於消費者採用意願具有正向的影響關係。本研究之研究結果可作為學術界、企業及行動廣告業者之參考。

The study discusses the determinant effects of advertising content (informativeness/entertainment/irritation/credibility) on mobile advertising value, and consumer adoption intention regarding three Mobile Advertising type including permission advertising, incentive advertising and location-based adverting. The research results find: (1) In permission advertising, factors including informativeness, entertainment and credibility positively affect advertising value; (2) In incentive advertising content, only credibility positively affect advertising value; (3) In location-based advertising, only entertainment and credibility positively affect advertising values; (4) Mobile advertising value positively affects consumer adoption intention; and finally (5) Perceived privacy protection, in comparison to advertising value, positively affects consumer adoption intention regarding location-based mobile ads. The study results can be referenced by scholars, firms and mobile advertising firms.

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