智慧型手機的興起與熱賣，不但改變消費者對手機的使用習慣，更帶動起手機行動廣告的商機；而新型態行動廣告形式的出現，似乎擺脫大家過去對簡訊式行動廣告的負面印象。究竟新型態的行動廣告到底具備何種特色，使消費者願意停留更多的時間去閱讀廣告訊息，實務界又應如何製作出具有廣告效果的行動廣告呢?
本文針對影響行動廣告態度的因素進行探討，並分析行動廣告態度與廣告效果之間的關係；其中，並以介面瀏覽方式作為中介變數，觀察此概念對行動廣告效果的影響為何。

本研究主要結論有以下幾項：
1. 影響消費者對行動廣告產生正面態度的因素以娛樂性、資訊性及操作性最為重要。
2. 影響消費者對行動廣告產生負面態度的因素以資訊性、干擾性及可信度最為重要。
3. 消費者的行動廣告態度會影響其產品態度及購買意願，亦即行動廣告態度對廣告效果有顯著影響。
4. 行動廣告介面瀏覽方式對行動廣告態度與廣告效果間之調節作用明顯。

The appearance of smart phone creates new opportunities for mobile advertising. The new forms of mobile advertising have decreased the users’ negative impression of short message service. What are the features of the new mobile advertisement? Why the users willing to spend more time on reading the advertisements? How to create a mobile advertisement with advertising effect?
In this research we attempts to find out the factors affecting the consumers’ attitude toward mobile advertising, and the relationship between the attitude toward mobile advertising and advertising effect. We also try to observe the impact of the mediator, the method of opening a page on internet, on mobile advertising. There are four main results:
1. Entertainment, informativeness, and operation are the most important factors affecting consumers’ positive attitude toward mobile advertising.
2. Informativeness、irritation and credibility are the most important factors affecting consumers’ negative attitudes toward mobile advertising.
3. The attitude toward mobile advertising has a significant impact on advertising effect.
4. The moderating effect of the method of opening a page on internet between the relationship of the attitude toward mobile advertising and advertising effect is significant.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 名詞定義 8
第二節 廣告效果 15
第三節 廣告態度 18
第四節 廣告介面瀏覽方式對廣告效果的影響 22
第三章 研究設計 23
第一節 研究架構 23
第二節 研究假設 24
第三節 研究變項之衡量與問卷設計 25
第四節 資料蒐集 29
第五節 資料分析方法 29
第四章 資料分析 31
第一節 信度分析 31
第二節 有效樣本結構 33
第三節 行動廣告態度影響變數對廣告態度之影響 36
第四節 用戶的行動廣告態度與廣告效果分析 48
第五節 綜合分析 53
第六節 行動廣告介面瀏覽方式的干擾效果 56
第五章 結論 63
第一節 研究結論 63
第二節 管理實務建議 64
第三節 研究限制 64
第四節 後續研究建議 65
參考文獻 66
附錄-本研究問卷 73

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二、中文部份
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三、網站部分
ABI Research網站http://www.abiresearch.com/home.jsp
Pinch Media http://www.flurry.com/about-us/merger/welcome.htmlMIC AISP情報顧問服務網站http://mic.iii.org.tw/aisp/
資策會FIND網站http://www.find.org.tw/find/home.aspx
數位時代網站http://www.bnext.com.tw/
Gartner 網站http://www.gartner.com/technology/home.jsp
理財周刊http://mag.e-moneyweekly.com/
蘋果電腦網站http://advertising.apple.com/
AdMob網站http://www.admob.com/
Millennial Media網站http://www.millennialmedia.com/
億動網站http://www.madhouse.cn/cn/index.php
DIYMAD聲世紀數位科技網站http://www.diymad.com/index.php