行動廣告之媒體類型對消費者行為模式之影響

The Influence of Media Type of Mobile Advertisement on Consumer Behavior Model

隨著行動商務日趨被重視，消費者行為已有所改變，過去傳統消費者行為模式為實體購買且被動行為：注意(Attention,A)、興趣(Interest,I)、渴望(Desire,D)及行動(Action,A)AIDA 理論到注意(Attention,A) 、興趣(Interest,I) 、渴望(Desire,D)、記憶(Memory）、行動(Action,A)AIDMA 理論。而智慧時代來臨，不管是AIDA、AIDMA 消費者行為模式，在行動商務漸漸不敷使用，廣告商或業者面臨如何提高廣告曝光度已受挑戰。以日本電通公司便針對行動商務影響提出AISAS (Attention、Interest、Search、Action、Share)模式，因應消費者驅動主動消費者購買決策行為。因此，本研究擬針對消費者使用行動行銷媒體行為，從行動行銷角度出發，將廣告類型設計成2X3 組別製作文字型廣告、圖片型行動廣告、影音型廣告共六款作為標的，並導入AISAS 理論，探究在行動傳播過程中行動商務消費者行為是否有所改變，及以產品類別、先前產品購買經驗、產品忠誠度作為調節變數，期望提供廣告主廣告決策實務上運用。
而本研究結果顯示媒體類型與消費者行為模式(AISAS)具有顯著影響；故以搜尋性(智慧型手機)比經驗品(抗痘洗面乳)對行動廣告媒體類型豐富度與消費者行為之間關係更為顯著，則兩者之前以消費者行為階段「興趣、行動、分享」為顯著且有明顯差異；且消費者有先前有產品忠誠度之下，則行動廣告媒體類型對消費者行為(AISAS)階段皆有影響性，表示消費者對於有產品忠誠度在行動廣告媒體類型認知，會進一步注意、興趣、搜尋、行動及分享消費者行為階段。

With mobile commerce increasingly being taken seriously, consumer behavior has changed in the past the traditional consumer behavior and passive behavior as an entity to purchase: Note (Attention, A), interest (Interest, I), desire (Desire, D) and Action (Action, A) AIDA theory to Note (Attention, A), interest (Interest, I), desire (Desire, D), memory (Memory), action (Action, A) AIDMA theory. The wisdom of the era, whether AIDA, AIDMA consumer behavior, gradually enough for use in mobile commerce, advertisers or industry faces is how to increase advertising exposure challenged. Dentsu Japan has proposed AISAS (Attention, Interest, Search, Action, Share) mode of action against commercial influence, in response to consumer-driven initiative to consumer purchasing decisions behavior. Therefore, this study aimed at consumers using a mobile marketing media behavior, from the point of view of marketing operations, will design ad type to create a text ad 2X3 category, image type mobile ads, video ads as the subject of a total of six, and import AISAS theory, explore action action business communication process whether consumer behavior has changed, and product category, product purchases prior experience, product loyalty as an adjustment variable, it is desirable to provide advertisers advertising decisions on practical use.
The results of this study show the type of media and consumer behavior patterns (AISAS) having a significant effect; it is to search among sex (Smartphone) than experience product (Facial foam) on mobile ad media types richness and Consumer Behavior the relationship is more significant, the previous two stages of consumer behavior, ’’interest, action, sharing’’ is significant and there are significant differences; and consumers have under the previous product loyalty, the action advertising media types on consumer behavior ( AISAS) phase are influenced by the nature, showing consumers have product loyalty action advertising media type recognition, further attention, interest, searching, and sharing of consumer behavior action stage.