從消費者抗拒探討行動廣告的惱怒與規避

Exploring Irritating and Avoidance Mobile Ads with Consumer Resistance

10.3966/181666012018041401004

楊運秀(Yolande Yunhsiou Yang)；汪志堅(Chih-Chien Wang)；張云榕(Yun-Jung Chang)

行動廣告 ； 惱怒 ； 廣告規避 ； 知覺侵擾 ； mobile advertisements ； irritation ； advertisement avoidance ； perception interference

行銷科學學報

14卷1期（2018 / 04 / 01）

71 - 94

繁體中文

廣告通常是由廠商付費所提供說服消費者的相關訊息，傳統電視或廣播媒體的廣告直接中斷使用者的活動，閱聽人若不喜歡，通常會直接轉台，或去從事其他事項的規避行為；網際網路出現後，網路廣告開啟了新的研究趨勢，過去有多項研究指出對於彈出式（Pop-up）廣告究會引起消費者的惱怒。行動商務的時代下，廣告業者在行動裝置的各種應用程式上置入不同類型的廣告，因廣告的內容或執行方式的不恰當，例如虛假的內容或過多的廣告，會引發使用者感到不耐煩、不愉悅的「惱怒」感受。過去鮮少針對行動廣告的惱怒的研究，多從廠商的角度來探討消費者對於行動廣告的態度。對於哪些類型的廣告會導致消費者惱怒，惱怒程度的如何，卻是較少被著墨的研究範圍。是以針對引起惱怒的行動廣告深入探討消費者的規避行為以及廣告效果。本研究首先以某手機應用程式改變廣告型態而導致消費者惱怒的個案為例，進行內容分析後得出15種令人惱怒的行動廣告類型。研究一採用紙本問卷蒐集289份的有效樣本，調查各類惱怒廣告的惱怒程度，結果顯示易引人錯誤的連結為誘餌式廣告中知覺愚弄程度最高的廣告，而無法立即關閉的廣告則是干擾式廣告中知覺侵擾最嚴重的廣告類型。再依據前述的調查結果，選擇彈出、遮蔽螢幕、無法立即關閉等侵擾式廣告元素做為研究標的，研究二透過眼球追蹤瞭解102位受試者對廣告的注意與規避行為，發現受測者的規避行為中以移動廣告占最多數。

Advertisements are messages paid by the product or service providers to persuade the customers. Advertisements in the traditional television or radio interrupt the activity of the user, but can be avoided by changing channels or doing other things during the period of the advertisement. With the Internet becoming more popular, a new trend of research has turned to advertisements on the Internet. Many have pointed out how popup advertisements can cause irritation of the user. In the era of mobile commerce, advertisers have started placing various kinds of advertisements in mobile apps. The user can grow impatient or irritated due to inappropriate content or the execution of the advertisement, such as fake content or excessive frequency of interruption. While most focused on consumers' attitude towards mobile advertisements, we have seen little research focusing on the irritation caused by the irritation caused by mobile advertisements. We dedicate this research to the types of advertisement causing irritation, how much the users are irritated, and how the advertisements are avoided in order to understand how effective these advertisements are. We started with a case study on the irritation caused by one mobile app, which had changed the type of advertisement. Fifteen types of irritating mobile advertisements were identified. We used a questionnaire in Study 1 to investigate the most irritating advertisements: with 289 valid samples, we found that misleading links are the most deceptive among bait-type advertisements, and advertisements that cannot be turned off immediately as the most interfering among the interruption-type advertisements. Based on the result in Study 1, we selected the elements of popup, screen-covering, and inability to turn off immediately, as targets in the eye-tracing experiment in Study 2 to understand the awareness and avoidance of advertisements among 102 subjects. The most used avoidance is to move the advertisement.

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