資訊型行動應用對廣告效果的影響：以IKEA Apps為例

The Influence of Informative Mobile Applications on Advertising Effects: A Case Study of IKEA Apps

10.6144/JIC.2013.0302.02

王小惠(Eunice Hsiao-Hui Wang)；林雨岑(Yu-Tsen Lin)

行動廣告 ； 行動應用 ； 資訊型行動應用 ； 廣告效果 ； 廣告價值 ； Mobile advertising ； Apps ； Informative mobile applications ； Advertising effects ； Advertising value

資訊傳播研究

3卷2期（2013 / 04 / 01）

25 - 46

繁體中文

行動應用的趨勢，讓品牌業者逐漸將廣告轉向行動領域，透過行動廣告來掌握行銷趨勢。本研究以品牌IKEA Apps為例，採用準實驗法，經由受測者自我報告的方式，探討資訊型行動應用對廣告效果的影響，共計有331位受測者參與實驗。本研究結果顯示，品牌的資訊型行動應用有：專屬品牌的資訊平臺、提供品牌和產品的相關資訊、提供店家資訊或購買管道、引發購買的意願、自由連結資訊的功能、加強對品牌的印象的特性，對資訊性、娛樂性、干擾性和價值之廣告效果有不同的影響，其中對資訊性和價值有較大的正向影響力。意味著品牌的資訊型行動應用要重視程式提供的內容，讓消費者獲得更多品牌和產品的相關資訊，增加行動應用的價值。

The emerging trend of mobile applications has influenced the brand industry to launch mobile advertising. The study employs the quasi-experiment method and requested subjects to evaluate the advertising effects of IKEA Apps. A total of 331 subjects participated in the experiment through filling out self-reports. The research results showed that the brand's informative mobile applications were composed of six indicators, which are: to implement exclusive brand's information platform, to bring up brand and products information, to provide the store or the purchasing information, to trigger the purchase intention, to hyperlink connection on mobile application, and improve the image of the brand. Each indicator demonstrates significant effects on informativeness, entertainment, irritation, and the value of advertising effects. In summary, the research findings illustrated that informative mobile applications likely contributed to positive effects on informativeness and value. Thus, brand industries should pay close attention to the informative content provided by Apps. This helps encourage consumers requesting information on brand and products, and further increases the value of Apps.

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