手機上行動廣告表現方式與個人短期記憶能力導向對廣告溝通效果之影響

The Effect of Advertising Representtaion and Short-term Memory Capability Tendency on Mobile Advertisement

廣告為促進產品銷售的重要工具之一，到目前為止廠商多以傳統廣告或網路廣告作為主要的廣告媒介。但隨著行動通訊技術的日益發達，手機此種行動終端設備亦漸漸成為傳達廣告訊息的新工具，這種利用手機的廣告方式，未來將隱藏了無數商機；可是如何找尋出有效的手機廣告機制，將成為廣告廠商非常重要的議題。也就是當業者在發展手機廣告時，到底應該以何種方式來呈現廣告內容？是文字簡訊（SMS）還是多媒體簡訊（MMS）的效果比較好呢？本研究將焦點鎖定在手機簡訊的廣告方式，探討SMS與MMS兩種不同表現方式的手機廣告所產生的廣告效果。為了深入分析這些影響手機廣告效果的重要問題，本研究以訊息處理理論的角度為出發點，利用實驗設計的方式，討論個人短期記憶能力導向、廣告表現方式，個別以及兩者交互作用下對廣告滲入效果與廣告說服效果的影響。研究發現文字導向的人使用SMS廣告與圖形導向的人使用MMS，廣告溝通效果顯著比文字導向的人使用MMS廣告與圖形導向的人使用SMS來的好。

Advertisement is an important means for promotion products. With the soaring development of wireless communication and mobile devices, such as mobile phone or PDA, mobile advertisement has gradually become a new medium for product promotion. Although this kind of advertisement is not popular yet, it indeed reveals numerous opportunities for companies to gain profits in the near future. Therefore, it becomes a very important issue for advertising companies to find the most suitable model for mobile advertisement. Which type of short message SMS or MMS is better for conveying advertising message? What is the effect of using multimedia mobile advertisement? To analyze these important issues, we adopt the information processing theory and carry on an experiment to find out the relationship of advertising representation methods and short-term memory capability tendency on mobile advertisement. The results show that if the short-term memory capability tendency is text and the advertising representation is SMS, or if the short-term memory capability tendency is picture and the advertising representation is MMS, both are better than if the short-term memory capability tendency is picture and the advertising representation is SMS or if the short-term memory capability tendency is txt and the advertising representation is MMS.