Using Elaboration Likelihood Model To Examine the Influencing Factors on Mobile Advertising for Online Shopping

[[abstract]]近年來，科技與網際網路的進步及盛行，以現今的廣告行銷與傳統廣告所呈現的方式不同，簡單的透過行動裝置輕鬆一滑就能閱讀瀏覽最新訊息相當方便，因此，本研究以行動廣告-LINE官方帳號作為主要研究對象，本研究運用推敲可能性模式整合消費價值探討消費者接收推播方式的購物廣告後是否有購買意圖，而透過知覺有用性與廣告態度影響購買意圖，並以資訊處理作為干擾變數。 本研究採用研究調查法，為了精準的檢測本研究可信度與效度，共蒐集了共回收了326份問卷，刪除無效問卷22份，有效問卷收回了214份。本研究實證後的結果發現，購物廣告的論點品質以及來源可信度會影響知覺有用性與廣告態度，進而影響消費者之購買意圖。此外，資訊處理對論點品質與知覺有用性並未產生調節效果;資訊處理對來源可信度與廣告態度也未具有調節效果。也就是說，消費者購買產品時不會因資訊處理程度高低而影響購物廣告的論點品質與知覺有用性以及來源可信度與廣告態度。[[abstract]]In recent years advances in science and technology with the Internet and the prevalence nowadays advertising marketing and traditional advertising presented in different ways you can simply read the latest news very convenient browsing through the device easy action Therefore this study takes mobile advertisement-LINE official account as the main object of study this study implement elaboration likelihood model of combining consumption value investigate whether there is shopping intentions after the consumer receives push mode of shopping advertisement the influence purchase intention through perceived usefulness and advertisement attitude and takes information processing as an interference variable In order to test the proposed model and hypotheses in order accurate detection of this study the reliability and validity there are 326 questionnaires were collected a total of 214 valid questionnaires This study the results found confirmed after argument quality shopping ads and source credibility will affect the perceived usefulness and advertisement attitude and influence consumer's purchase intention In addition Information processing for argument quality and perceived usefulness wasn't a regulatory effect while the source credibility and advertising attitudes was not regulate affect In other words when consumers shopping because of information processing extent affected the level of argument quality shopping ads and perceived usefulness and of source credibility and advertising attitud