Antecedents and Consequences of Mobile Advertising - An Example of Convenience Store

[[abstract]]由於智慧型手機的流行與普及，使用者喜歡透過手機應用程式來建立社群溝通，其中Line是台灣使用率第一的社群類應用程式，企業可以建立官方帳號並經由此帳號與消費者進行一對一的行銷推廣，如新產品介紹、促銷活動等，前提是消費者必須同意加入官方帳號並願意接收業者發送的資訊，因此對於企業的品牌信任及形象觀感有可能是影響使用者行為動機的因素之一。本研究以消費者對於品牌信任和品牌形象作為前置因子，透過便利商店官方帳號的價格促銷行動廣告來探討消費者的購買意願，並釐清品牌信任和品牌形象與購買意圖間直接或間接的影響關係。 本研究以FB社群網站和電子佈告欄批踢踢實業坊為主要的樣本依據，共回收480份有效問卷，在資料分析方面透過SPSS分析了解廣告態度因素中資訊性和娛樂性影響購買意願程度上的差異。從本研究結果可得知，第一，在行動廣告中品牌形象經由品牌信任影響行動廣告態度產生購買意圖；第二，品牌形象不影響行動廣告態度，且品牌形象和品牌信任不直接影響購買意願。最後本研究提出理論與實務意涵以及研究限制和未來研究建議。[[abstract]]This study is about the attitude of the convenience store mobile advertising research Brand trust and brand image are important factors to influence users’ behavior In this study brand trust and brand image are conceptualized as antecedents to investigate consumers’ willingness to buy through price promotion of the situational advertising and to clarify the direct or indirect impact on the relationship between brand trust brand image and willingness to buy We took Facebook and PTT as our samples and 480 effective questionnaires were retrieved In terms of data analysis structural equation modeling verifies the hypotheses This study concludes the following major findings First in the mobile advertising brand image can positively influence advertising attitude to generate consumers’ willingness to buy through brand trust Second brand image does not positively influence advertising attitude and brand image and brand trust are not direct influence to consumers’ willingness to buy Finally this study presents theoretical implications research limitations and suggestions for future researc