多媒體簡訊廣告使用者期望與行為之研究

Abstract

行動廣告如同雜誌、報紙、電視、廣播、網路的廣告一般，行動化的特性讓它更容易貼近使用者，而在過程中最需要注意的是，廣告發佈的內容是否符合使用者的需求或期望。本研究目的主要了解行動通訊使用者，對於接收行動多媒體簡訊廣告的消費行為，以及對廣告內容的需求與期望。 因此，研究首先以文獻分析整理出多媒體簡訊廣告產業類別、內容與服務，並透過問卷調查法的施測，採便利抽樣的方式針對行動通訊使用者進行調查，得到有效樣本471份，藉此探討行動通訊使用者對於行動多媒體簡訊廣告的消費行為與期望。 研究結果發現，在使用者的消費行為中： (1)不同性別使用者，在「產品知識認知」有顯著差異，以「女性」大於「男性」。 (2)不同年齡使用者，在「涉入程度」有顯著差異，以「21-30歲」大於「20歲以下」。 (3)不同職業使用者，在「認知與態度」有顯著差異，以「資訊/科技」大於「傳產/製造」、「營建/不動產」、「教育/政府/團體」。 (4)不同月支出行動電話費使用者，在「訊息處理能力」、「認知與態度」、「產品知識認知」有顯著差異，以「200元以下」使用者最低。 在使用者的內容期望中： (1)不同性別、年齡、月均收入、月支出行動電話費使用者，對資訊內容期望有顯著差異。 (2)不同性別、年齡、月支出行動電話費使用者，對應用服務內容有顯著差異。 根據研究結果，本研究認為目前行動多媒體簡訊廣告所提供內容與使用者的需求或期望明顯不足，對於相關的應用服務與價格的合理性也有待評估，建議廣告內容提供者在發佈簡訊廣告時，能考量內容與應用服務是否符合使用者的需求，並加強行動廣告的互動、娛樂與社群等服務功能，讓服務使用者對於行動廣告的使用與互動更加滿意。Mobile Ads as magazines, newspapers, TV, radio, Internet advertising in general, the features of mobilize make it easier to close the users, and the most in need of attention is whether the content of advertising needs of the users or expectations in the process. The main purpose of this study was to understand the consumer behavior when mobile users receive MMS advertising as well as advertising content needs and expectations. Therefore, the study documents and analyzes the first to MMS advertising industry categories, content and services, through a questionnaire survey of the test, using convenience sampling methods to investigate for mobile users to get 471 valid samples in order to investigate the consumer behavior and expectations in mobile users for MMS advertising. The results showed that the consumption behavior of the users: (1) User consumption behavior of product knowledge awareness is significantly affected by user genders, females greater than males. (2) User consumption behavior of involvement is significantly affected by user ages, the age between 21 and 30 greater than under 20. (3) User consumption behavior of knowledge and attitudes is significantly affected by user occupations, information and technology greater than conventional and manufacturing industry, construction and realty, education, government and organization. (4) User consumption behavior of information processing, cognitive and attitude, product knowledge awareness, are significantly affected by user different mobile phone charges users monthly expenditure, the charge under 200 lowest. Expectations of the users: (1) User expectation of information content is significantly affected by user characteristics. (2) User expectation of application services is significantly affected by user characteristics. Based on the findings, this study suggests that advertising is currently provided by mobile multimedia content is obviously insufficient with user needs or expectations, for the related application services and reasonable prices are also to be assessed. the proposed advertising content providers to publish newsletter ads, to consider whether the content and application services the needs of users and to enhance the interactive mobile advertising, entertainment and community service functions such as to allow service users to use mobile ads for more satisfaction and interaction.