Summary: | 碩士 === 中國文化大學 === 新聞學系 === 102 === With the popularity of mobile devices and increasingly diverse use of apps, there are the structural changes in mobile use, markets and marketing, which create a new advertising model. However, most of the previous studies on advertising effectiveness were conducted on the basis of the advertising theme, product content, or traditional forms of graphic performances. Promoted by “action generation”, advertising is no longer subject to the performance of a single function and content and has been infused with more applications of built-in functions. Therefore, in order to understand consumers’ acceptance of functional apps for advertising, this research is based on Venkatesh (2003), who proposed the integrated technology acceptance model.
This study used "Quasi-Experimental" to experiment on the mobile device users in Taipei, aged from 13 to more than 50. Through sampling experiments on the corner, 160 valid samples were obtained. App experiments of advertising design will be divided into four scenarios: touch function, location-based services (LBS), the use of rich media and the allowed installation of third-party applications. The subjects were asked to practically use functional advertising apps and respond to experimental scales to verify consumers’ "behavioral intention" and "actual behavior”, embedded functions in the advertising apps. Then the comparative analysis was made on the basis of interrelation among individual characteristics so that the study could explore the changes in consumers’ acceptance of functional
The results showed that the factors pertaining to consumers’ “Performance Expectancy”, “Effort Expectancy” and “Facilitating Conditions” have significant positive impacts on their behavioral intention of using advertising apps. On the other hand, the “Social Influence” is not a major factor. In addition, there is a significant positive relationship between consumers’ behavioral intention and their actual behavior, which can be affected by their age and experience. It is obvious that the proper use of functions can surely change consumers’ awareness and acceptance of advertising apps. Meanwhile, the empirical results of this study can help the future app software vendors and advertisers to develop functional advertising design.
|