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E98004
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行動廣告訊息之呈現格式對公司形象與消費者滿意度影響之研究
The Influences of M-Advertising Message Format on Corporate Image and Customer Satisfaction
1.許正芳
1.Cheng-fang Hsu
1.樹德科技大學行銷管理系
1.Marketing Management Department, Shu Te University
001,002,003,004
1.樹德科技大學行銷管理系
1.Marketing Management Department, Shu Te University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2009-08-01
A.14 計畫執行期間(訖):2010-07-31
2010-01-012010-03-31
A.16 收到日期:2010-08-10
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使用行動電話一年或一年以上之用戶(中華、台哥大、遠傳等用戶)

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673
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C.2 聯絡日期:2010-08-11
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1.樹德科技大學行銷管理系
1.Marketing Management Department, Shu Te University
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C.7 資料公開日期:2010-08-01
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1.公司印象
2.行動廣告
3.滿意感
4.廣告格式
1.Advertisement Format
2.Corporate Image
3.Mobile Advertisement
4.Satisfaction
由 於行動電腦處理技術和行動電信的成長和匯合創造了重大商業機會。Dickinger et al., (2005) 定義行動商務作為交易以直接或間接金錢價值透過無線手提的設備如手機與筆記型電腦。行動通訊科技的蓬勃發展,人手一機已是司空見慣,行動商務已進入一個多 媒體競爭的新紀元,而行動廣告就成了最新興的媒體寵兒。也隨著行動科技的進步,訊息服務除了大眾普遍用的 SMS (Short Messaging Service)外,MMS (Multimedia Message Service)也已成為行動訊息服務最主要的應用之一。以往只能傳送純文字,現在的行動廣告訊息更可以傳送包含圖片、聲音、 影像等多媒體的訊息,促進行動廣告的發展。本研究發現行動廣告訊息之呈現格式對消費者滿意度有顯著影響。且不同的行動廣告訊息呈現格式對公司形象象的影響 亦有幫助。本研究分析不同的行動廣告訊息呈現格式能使消費者之公司印象與廣告態度對其滿意度產生顯著影響,但知覺風險卻無呈現顯著在影在滿意度上。另外, 當行動廣告採用多媒體呈現格式時,商品印象及會影響消費者之滿意度的變化。

According to the development and integration of mobile computer processing technology and mobile communication, this creates a huge business opportunities. Dickinger et al. (2005) defined that mobile commerce is a direct or indirect money value transaction through wireless facilities such as laptop or mobile phone and so on. With the speedy development on mobile communication technology and, mobile business enters to a new era for mult-media competitions. Hence, Mobile advertisement is the newest media favor. Short Messaging Service (SMS) provides a popular application on mobile service. In recent years, Multimedia Messaging Service (MMS) becomes a fashionable application too. SMS offered only text-only. Now, mobile advertising message sends not only text but also mule-media such as picture, music, and video etc. All developments create a new business war by mobile advertisement. This research found that different advertisement format has a significant influence on customer satisfaction, and also works on corporate image. This research discovered that the format of mobile advertisement influences customer’s corporate image and attitude toward to satisfaction. Whether customer is satisfied refers to that company operates mult-media mobile advertisement, product image become to a reason.

D.16 完成檢誤日期:2010-11-08
D.17 預定釋出日期:2010-12-01
D.18 初次釋出日期:2010-12-01
D.19_1 最新版釋出日期:2010-12-01
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10.6141/TW-SRDA-E98004-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E98004
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