| Summary: | 碩士 === 國立雲林科技大學 === 工業工程與管理系 === 106 === This study uses the Technology Acceptance Model (TAM) proposed by Davis & Bagozzi & Warshaw as the infrastructure to explore the influence actors of pop-up advertisements on the purchasing intentions of mobile online consumers. The mobile online consumers who has entered the pop-up ads are surveyed as the subject, and using a structured online questionnaire, Likert five-point scale and intentional sampling method. There are total of 337 questionnaires were issued; the valid questionnaire recovery rate was 92.3%. The statistical software SPSS 22 was used as a statistical tool for data analysis and verification in this study, including Descriptive Statistics, Pearson Correlation Analysis, and Regression Analysis. After analyzed, the study found that four following points：
(1)The mobile online consumers have a positive attitude(M=2.797)toward pop-up advertisements is much fewer than who has negative attitudes(M=4.327). And they have lower “Perceived Usefulness”(M=2.581)but higher “Perceived Ease of Use”(M=3.659)to click pop-up ads .
(2)For mobile online consumers, in the categories of pop-up advertisements, popular categories (dress accessories, beauty care, boutiques, etc.), are more likely to click on the categories of products that to browse products information(60.2%). However, mobile online consumers are not willing to click on pop-up ads about home appliances(12.2%).
(3)There are positive influences between “Perceived Usefulness” and “Perceived Ease of Use” and positive advertising attitudes for mobile online consumers. “Perceived Usefulness” has negative impact on the negative advertising attitudes. There are positive and negative influences between positive and negative advertising attitudes and advertising behavior. And further positively affect the willingness to purchase.
(4)In the last quantitative analysis of the predictive behavior of the science and technology acceptance model, the explanatory mode of the science and technology acceptance model prediction model is 64.2%.
The research results the arguments of the Technology Acceptance Model and understand mobile online consumers have different attitudes to enter pop-up advertisements under different attitude of “Perceived Usefulness” and “Perceived Ease of Use”. Therefore, it is to affect their attitudes toward advertising, and their willingness to shop.
Keywords： pop-up ads, Technology Acceptance Model, Advertising attitude, Purchase Intention
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