题名

行動寬頻趨勢下之個人化行動廣告設計要素評選

并列篇名

The Evaluation of the Design Factors of the Personalized Broadband Mobile Advertisement

DOI

10.6188/JEB.2013.15(1).05

作者

陳芃婷(Peng-Ting Chen)；謝欣蓓(Hsin-Pei Hsieh)

关键词

個人化行動廣告 ； 產品屬性 ； 模糊德菲爾法 ； 模糊多準則決策 ； Personalized Mobile Advertising ； Product Characteristics ； Fuzzy Delphi Method ； Fuzzy MCDM

期刊名称

電子商務學報

卷期/出版年月

15卷1期（2013 / 03 / 01）

页次

57 - 88

内容语文

繁體中文
中文摘要

行動電信技術的發展，促使行動廣告成為重要的個人化廣告媒介。本研究探究個人化行動廣告設計要素的相對重要性、與適用的屬性產品。本研究回顧文獻與實務案例，確認個人化行動廣告設計要素的完整性。延續模糊德菲爾法（Fuzzy Delphi Method）所篩選出的重要行動廣告設計要素，進行模糊多準則決策（Fuzzy Multi-criteria decision making, Fuzzy MCDM），以確認要素的相對重要性，並評選出適用的產品屬性。本研究發現實體商品比服務更適合使用個人化行動廣告，其中，價格與促銷模式為最重要的設計要素。本研究結果可減少行動廣告相關業者之間的認知差異，並增加合作時之共識與合作之有效性，以增加資源使用之效率。
英文摘要

The maturity of mobile broadband technology promotes the mobile advertising as an important personalized adverting media. This study explored the relative importance of the key factors of the personalized mobile advertisement and the suitability for product characteristics. Through literature review and practical case studies, this research identified important factors in designing a personalized mobile advertising message. This research employed the key personalized mobile advertising factors identified by fuzzy Delphi method to evaluate the relative importance of the factors and product characteristics. By using MCDM (Multi-Criteria Decision Making) research method, our research found that price and promoting are the most important factors for designing personalized mobile advertisement. Comparing with service, physical product is better suited for mobile advertising approach. This research aims to help players in the mobile advertisement value chain to enhance consensus in establishing a collaboration model.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
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