隨著智慧型手機和通訊技術的普遍與進步，適地性行動廣告(Location-based advertising)是一種新興的廣告模式，其主要概念為結合適地性(location-based)以提供當地特有的資訊給消費者。而在廣告的設計上也不同於傳統廣告，廣告商所提供的訊息內容因手機空間的受限必須做出選擇。本研究調查目前提供適地性行動廣告的一些App，並結合SoLoMo的概念，設計一些廣告內容來瞭解消費者的偏好和認知。研究目的在於了解消費者對於不同的廣告設計的認知方便性、交易效用和訊息可靠度，並探討讓述三種認知對於消費者對廣告的態度和採用此廣告App意圖的影響。
研究結果包含: (1) 以地址加時間的呈現方式會比單純呈現地址的呈現方式帶給消費者更高的認知方便性。(2) 提供折扣的資訊會比沒有提供折扣資訊帶給消費者更多的交易效用。(3) 認知方便性、交易效用和訊息可靠程度會對廣告態度和使用此App的意圖有正向的影響。(4) 廣告態度在這個模式中是很重要的中介變數。研究貢獻在於探討不同廣告設計帶給消費者不同的心裡認知，以及探討消費者對廣告的態度及適用此App的意圖，並給予廣告商在設計廣告內容的建議。

With the advance of smart phone and communication technology, location-based advertising (LBA) is an emerging advertising model. LBA combine the concept of location-based and provide local information to consumers. In advertising design, this advertising model is different to traditional advertising. Advertisers need to choice the information they really want to present because the screen of smart phone is limited. This study investigates some Apps which provide location-based advertising, and then we combine SoLoMo into LBA. We use different designs of advertising to understand consumers’ preference and cognition. Our research purpose is to understand perceived convenience, transaction utility, and message credibility in different advertising designs. And then explore the effect of these three cognitions to attitude toward advertising and intention to adopt App.
Our research results are: (1) For distance presentation, address plus time has higher perceived convenience than only address. (2) Provide discount has higher transaction utility than no provide discount. (3) Perceived convenience, transaction utility, and message credibility will positively affect attitude toward advertising and intention to adopt. (4) Attitude toward mobile advertising is an important mediator in this model. Research contribution is when we use different advertising design, consumer will have different cognition and then will influence attitude toward advertising and intention to adopt. This research also provides advertisers some suggestion to advertising design.

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 2
1.3 Research Purpose 4
Chapter 2. Literature Review 6
2.1 Mobile Advertising 6
2.1.1 Characteristics and advantages of mobile advertising 6
2.1.2 Location-based and Convenience 8
2.2 Advertising model and attitude toward advertising 9
2.3 Recommendation and Consumer Behaviors 12
2.3.1 Recommendations 12
2.3.2 Credibility 13
2.3.3 Herd behavior 15
2.4 Incentive and transaction utility 16
2.5 Advertising framing 18
Chapter 3. Research Model and Hypotheses 21
3.1 Research Model 21
3.2 Hypotheses 23
3.2.1 Distance and perceived convenience 24
3.2.2 Incentive and transaction utility 24
3.2.3 Social recommendation and message credibility 25
3.2.4 Attitude toward advertising and intention to adopt app 25
3.3 Operational definition and questionnaire design 29
Chapter 4. Research methodology 33
4.1 Experiment design 33
4.2 Scenario design and experiment system 35
4.2.1 Scenario design 35
4.2.2 Experiment system 39
4.2.3 Incentives 40
4.3 Experiment process 41
4.4 Data collection 42
Chapter 5. Data analysis 43
5.1 Demographic statistics 43
5.2 Reliability and validity 46
5.3 Analysis results 50
5.3.1 Relationship between distance and perceived convenience 52
5.3.2 Relationship between incentive and transaction utility 56
5.3.3 Relationship between social recommendation and credibility 58
5.3.4 Structure model 60
5.3.5 Attitude toward advertising as a mediator 61
5.4 Discussion 63
5.4.1 Compare R2 of each model 64
5.4.2 Path weighting in each model 65
Chapter 6. Conclusions 68
6.1 Summary and implications 68
6.2 Limitation 70
6.3 Future Research 70
References 72
Appendix 76

Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209-234.
Andaleeb, S. S., & Basu, A. K. (1995). Technical complexity and consumer knowledge as moderators of service quality evaluation in the automobile service industry. Journal of Retailing, 70(4), 367-381.
Asch, S. E. (1956). Studies of independence and conformity: I. A minority of one against a unanimous majority. Psychological Monographs: General and Applied, 70(9), 1-70.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173-1182.
Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of electronic commerce research, 6(3), 181-192.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of consumer research, 350-362.
Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing, 6(3), 13-19.
Brown, L. G. (1990). Convenience in services marketing. Journal of Services Marketing, 4(1), 53-59.
Bruner, G. C., & Kumar, A. (2007). Attitude toward location-based advertising. Journal of Interactive Advertising, 7(2), 3-15.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. The Journal of Marketing, 65-81.
Chebat, J., Limoges, F., & Gelinas-Chebat, C. (1998). Limits of the effects of advertisement framing: The moderating effects of prior knowledge and involvement. ADVANCES IN CONSUMER RESEARCH, VOL. XXV, 25, 324-333.
Chen, P. T. (2011). Personalized mobile advertising: Its key attributes, trends, and social impact. Technological Forecasting and Social Change.
Chen, Y.-F. (2008). Herd behavior in purchasing books online. Computers in Human Behavior, 24(5), 1977-1992.
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
Clarke, I. (2001). Emerging value propositions for m-commerce. Journal of Business Strategies, 18(2), 133-148.
Cotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of business research, 58(3), 361-368.
Drossos, D., Giaglis, G. M., Lekakos, G., Kokkinaki, F., & Stavraki, M. G. (2007). Determinants of effective SMS advertising: an experimental study. Journal of Interactive Advertising, 7(2), 16-27.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. journal of advertising research, 36, 21-36.
Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of Marketing Science, 25(4), 283-295.
Fishbein, M. E. (1967). Readings in attitude theory and measurement.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 43-54.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing, 46-59.
Haghirian, P., Madlberger, M., & Tanuskova, A. (2005). Increasing advertising value of mobile marketing-an empirical study of antecedents. Paper presented at the System Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on.
Hanley, M., Becker, M., & Martinsen, J. (2006). Factors influencing mobile advertising acceptance: will incentives motivate college students to accept mobile advertisements? International Journal of Mobile Marketing, 1(1), 50-58.
Haugh, L. J. (1983). Defining and redefining. Advertising Age, 14(2), 44.
Herrmann, A., Huber, F., & Coulter, R. H. (1997). Product and service bundling decisions and their effects on purchase intention. Pricing Strategy and Practice, 5(3), 99-107.
Hoffer, E. (1955). The passionate state of mind: And other aphorisms: Harper.
Jih, W. J. (2007). Effects of consumer-Perceived convenience on shopping Intention in mobile commerce: an Empirical study. International Journal of E-Business Research (IJEBR), 3(4), 33-48.
Keller, K. L. (1991). Cue compatibility and framing in advertising. Journal of Marketing Research, 42-57.
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2000). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Advertising, 29(3), 44-54.
Lee, S., Shin, B., & Lee, H. G. (2009). Understanding post-adoption usage of mobile data services: the role of supplier-side variables. Journal of the Association for Information Systems, 10(12), 860-888.
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of consumer research, 374-378.
Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: an acquisition-transaction utility theory perspective. The Journal of Marketing, 54-67.
Mehta, A. (2000). Advertising attitudes and advertising effectiveness. journal of Advertising Research, 40(3), 67-71.
Molitor, D., Reichhart, P., & Spann, M. (2012). Location-Based Advertising: What is the Value of Physical Distance on the Mobile Internet? Available at SSRN 2116359.
Money, R. B., Gilly, M. C., & Graham, J. L. (1998). Explorations of national culture and word-of-mouth referral behavior in the purchase of industrial services in the United States and Japan. The Journal of Marketing, 76-87.
Morton, F. S. (2006). Consumer benefit from use of the Internet Innovation Policy and the Economy (Vol. 6, pp. 67-90): The MIT Press.
Ng-Kruelle, G., Swatman, P. A., Rebne, D. S., & Hampe, J. F. (2002). The price of convenience: Privacy and mobile commerce. Quarterly Journal of Electronic Commerce, 3, 273-286.
Okazaki, S., & Mendez, F. (2012). Exploring convenience in mobile commerce: Moderating effects of gender. Computers in Human Behavior.
Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2011). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of business research.
Sallis, J. F., Hovell, M. F., Hofstetter, C. R., Elder, J. P., Hackley, M., Caspersen, C. J., & Powell, K. E. (1990). Distance between homes and exercise facilities related to frequency of exercise among San Diego residents. Public health reports, 105(2), 179.
Salo, J. (2004). The success factors of mobile advertising value chain. Business Review, 4, 93-97.
Shamdasani, P. N., Stanaland, A. J. S., & Tan, J. (2001). Location, location, location: Insights for advertising placement on the web. Journal of Advertising Research.
Shi, Y., Cheung, K., & Prendergast, G. (2005). Behavioural response to sales promotion tools: a Hong Kong study. International Journal of Advertising, 24(4), 467.
Shiv, B., Britton, J. A. E., & Payne, J. W. (2004). Does elaboration increase or decrease the effectiveness of negatively versus positively framed messages? Journal of consumer research, 31(1), 199-208.
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological methodology, 13(1982), 290-312.
Teng, L., Laroche, M., & Zhu, H. (2007). The effects of multiple-ads and multiple-brands on consumer attitude and purchase behavior. Journal of Consumer Marketing, 24(1), 27-35.
Todd, P., & Benbasat, I. (2000). Inducing compensatory information processing through decision aids that facilitate effort reduction: An experimental assessment. Journal of Behavioral Decision Making, 13(1), 91-106.
Tsai, S. (2007). Message framing strategy for brand communication. JOURNAL OF ADVERTISING RESEARCH-NEW YORK-, 47(3), 364.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
Wang, C. (2005). An empirical study on consumer’s perceived value and attitude toward advertising. Paper presented at the Proceedings of the 6th Global Information Technology and Management (GITM) World Conference.
Wu, S.-I., Wei, P.-L., & Chen, J.-H. (2008). Influential factors and relational structure of Internet banner advertising in the tourism industry. Tourism Management, 29(2), 221-236. doi: 10.1016/j.tourman.2007.03.020
Xu, D. J., Liao, S. S., & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision Support Systems, 44(3), 710-724. doi: 10.1016/j.dss.2007.10.002
Xu, Z., & Yuan, Y. (2007). What is the Influence of Context and Incentive on Mobile Commerce Adoption? A Case study of a GPS-based Taxi Dispatching System. Paper presented at the Proceedings of the International Conference on the Management of Mobile Business.
Yang, B., Kim, Y., & Yoo, C. (2012). The integrated mobile advertising model: The effects of technology-and emotion-based evaluations. Journal of business research.
Yunhai, C. (2012). Analysis on the Application of SoLoMo Mode in the Mobile Internet Industry. Telecommunications Science, 3, 005.