現今行動化廣告受到使用者的歡迎，廣告商也對行動廣告投入可觀的投資，對於廣告商而言，提升使用者對行動化廣告的態度為一重要議題。有鑑於行動廣告常常因不同的時空情境而有所不同，加上過去研究提出的情境化概念，本研究旨在了解使用者對於情境化行動廣告的態度， 針對地點、時間，及天氣三項情境化廣告的特性，探討其對於使用者對情境化廣告認知的影響以及其相對重要性，並了解使用者對行動廣告的認知對於廣告態度的影響。
本研究結果包含：　(1) 符合使用者地點及時間情境的行動廣告比不符合使用者地點及時間情境的行動廣告對於使用者對廣告的認知造成更多影響；而符合使用者天氣情境的行動廣告比不符合使用者天氣情境的行動廣告對於使用者對廣告的資訊性認知造成更多影響。　(2) 地點符合使用者情境與否對於使用者對行動廣告所認知的惱人程度、信任度以及娛樂性有最顯著的影響；時間符合使用者情境與否對於使用者對行動廣告的資訊性認知有最顯著的影響。　(3) 使用者對於行動廣告所認知的資訊性、惱人程度、信任度及娛樂認知會影響使用者對於行動廣告的態度。

Mobile advertising is getting popular nowadays. Advertisers invest a lot in mobile advertising. There is a great opportunity for advertisers to engage consumers. Since mobile advertising will be very different as the consumers is moving and past researches proposed a concept of contextualized, the purpose of this study is to explore customers’ attitude toward contextualized mobile advertising. We proposed three contextualized characteristics which including location, time, and weather. We explore their influence on customers’ perception toward the advertising and the relative importance between them. In addition, we investigate the influence of customers’ perception toward the advertising on customers’ attitude toward mobile advertising.
The results of this study are: (1) either location-fit or time-fit mobile advertising can generate more influence on customers’ perception toward the advertising than location-misfit or time-misfit mobile advertising while weather-fit mobile advertising can generate more influence on customers’ perception of informativeness. (2) Location has the most significant influence on irritation, credibility, and entertainment while time is the most significant one to influence informativeness. (3) Customers’ attitude toward mobile advertising is influenced by their perception of informativeness, irritation, credibility, and entertainment.

論文審定書 i
中文摘要 ii
Abstract iii
Chapter 1 Introduction 1
1.1 Research background 1
1.2 Motivation 3
1.3 Research Purpose 4
Chapter 2 Literature Review 6
2.1 Mobile Advertising 6
2.2 Contextualized advertising 8
2.3 Advertising Model and Attitude toward Advertising 11
Chapter 3 Research Model and Hypotheses 14
3.1 Research Model 14
3.2 Hypotheses 16
Chapter 4 Research Methodology 24
4.1 Experiment Design 24
4.2 Scenario Design 24
4.3 Experiment System and Experiment Process 27
4.4 Constructs and Measurement 28
4.5 Pilot Test and Pretest 31
4.6 Incentives 31
4.7 Data Collection 32
Chapter 5 Data Analysis 33
5.1 Manipulation Check 33
5.2 Demographic Statistics 34
5.3 Measurement Model 36
5.4 Analysis Results 40
5.5 Discussion 43
Chapter 6 Conclusions 53
6.1 Summary 53
6.2 Theoretial Implication 54
6.4 Limitations 56
6.5 Future Research 57
Reference 58
Appendix 61

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