题名

無線行銷之個人化行動服務、廣告類別、廣告態度及市場區隔對廣告效果的影響

并列篇名

The Influence of Mobile Service, Product Type, and Advertising Attitudes on the Effectiveness of Personalised Wireless Marketing

作者

張心馨(Hsin-Hsin Chang)；張淑昭(Su-Chao Chang)；王耀斌(Yaw-Bin Wang)

关键词

無線行銷 ； 行動簡訊傳送服務 ； 個人化服務 ； 消費者態度 ； 廣告效果 ； Wireless Marketing ； Short Message Service ； Personalization Service ； Customer Attitude ； Advertising Effects

期刊名称

行銷科學學報

卷期/出版年月

1卷2期（2005 / 10 / 01）

页次

107 - 142

内容语文

繁體中文
中文摘要

本研究結合無線行動設備與行動加值服務應用於一對一行銷，並針對個人化行動服務尋找適合的無線行動廣告於簡訊傳送服務的產品類型，且考慮行動市場區隔對行動廣告的影響效果。研究方法採雙因子實驗設計，內容涵括：個人化無線行銷服務之適合使用於行動廣告的產品種類；以生活型態變數對行動加值服務進行區隔市場，尋找具市場潛力之消費群；消費者與媒體之廣告態度對廣告效果之影響；以及行動市場區隔對廣告績效之干擾效果。資料分析顯示：行動廣告經個人化服務後，經驗品與搜尋品皆能有效的提升消費者廣告態度，而搜尋品更適合透過無線廣告方式發送廣告；行動服務對加值應用在資訊及時性和娛樂休閒服務具有顯著差異，而流行風格顧客群對廣告效果之購買意願高於獨立自主的顧客群；消費者對品牌態度與購買意願中之搜尋品對品牌再認存有正面影響，而且行動市場區隔對廣告績效具有干擾效果。
英文摘要

This research examines the application of Mobile Value-added Services (MVS) for targeted ＂one-to-one＂ marketing, which selects Short Message Service (SMS) product advertisements for delivery to customer's mobile phone, on the basis of ＂personalization factors＂ identifying the customer's market segment. The study examines the effectiveness of personalised mobile advertisement in general and for different product Yaw Bin Wang types, market segmentation by customer life-styIe, and the modifying effect of customer attitude on advertisement effectiveness. It was found that, irrespective of customer's prior product knowledge, personalised mobile marketing improved customer perception of the product, and was more effective in promoting brand recognition than other forms of advertising. Life-style variables indicated a segmentationof the Mobile Valueadded Service market into ＂Fashion-Style＂, ＂Independent＂, and ＂Social＂ customer groups, which differed significantly in the time-criticality of their information requirements and their entertainment and leisure interests. The purchasing intent of the ＂Fashion＂ group was much higher than that of the ＂Independent＂ group. Mobile advertising had a significant effect on brand recognition and purchasing intent.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. Lin, Hui-Fei(2017).A Preliminary Exploration of the Development of Mobile Communication Research.資訊社會研究,33,1-16.
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