廣告為促進產品銷售的重要工具之一，目前為止廠商多以傳統廣告或是網路廣告作為廣告媒介，但是隨著行動通訊的日益發達，手機與PDA等行動終端設備亦漸漸成為傳達廣告訊息的新工具，這種與實體環境的廣告雖尚未普及，其中卻隱藏了無數商機；因此，找尋出適當的行動廣告機制，將為廣告廠商非常重要的策略。
然而當業者在發展行動廣告時，到底應該以何種方式呈現？是彈跳性視窗還是橫幅廣告的效果較好呢？當終端設備的技術日益發達，多媒體的運用會提高或是降低廣告效果？行動廣告與環境互動的機制，是否真能達到較好的廣告效果？而面對不同產品涉入的觀賞者時，廣告的表現方式又該為何？為了深入分析這些影響廣告效果的重要問題，本研究由消費者的角度為出發點，利用實驗設計的方式，討論廣告強迫性、多媒體效果、環境互動性、產品涉入，個別以及彼此交互作用下對廣告滲入效果與廣告說服效果的影響。
本研究首先回顧網路廣告與行動廣告的相關文獻以建立研究假設，而後運用實驗設計方法蒐集研究資料並驗證假設，並藉由研究結果提出實務建議供業者參考。本研究主要結論有以下幾項：1.強迫性大小對廣告滲入效果有顯著影響，對廣告說服效果則無顯著影響。2.多媒體效果可提高廣告說服效果，且在強迫性小的廣告下有較明顯的作用。3.適地性廣告中，強迫性大的表現方式將產生較佳的廣告滲入效果，而對廣告說服效果則無顯著影響。4. 產品涉入程度高低並不影響強迫性與廣告效果之關係。5.多媒體運用對廣告說服效果的影響為正向或負向，將取決於觀賞者為產品涉入高或低。6. 涉入程度造成強迫性對廣告態度與購買意願的干擾效果，將受適地性與否影響。

Advertisement is an important tool for product promotion. With the soaring development of wireless communication, mobile terminals, such as mobile phone or PDA, have gradually become a new medium of advertising message. Although this kind of advertisement communicating with physical environment has not been popular yet, it indeed reveals numerous chances for companies to earn profits. Therefore, it becomes very important for advertising companies to find the most suitable mobile advertisement model.
However, what does mobile advertisement look like? Pop-up window or banner? Will the use of multimedia have the positive or negative effect on advertisements? Will interacting with physical environment actually bring to a better result? Besides, will audience with different product involvements lead to different effects? To analyze these important issues, we take the customer’s view and use experimental design to figure out the relations among advertising exposure, multimedia effect, interacting with environment, and product involvement.
We, firstly, review some references about internet and mobile advertising to develop our hypotheses. Then, verifying these hypotheses by experimental design to develop the conclusion and practical suggestion. It is found that: 1. forced level exposure has effect on advertising intrusiveness. 2. Use of multimedia has a positive impact on advertising persuasion, and low force level will cause a more obvious result. 3. As for advertisement interacting with environment, forced-level exposure has effect on advertising intrusiveness. 4. Product involvement doesn’t change the relation between force level and advertisement effect. 5. Multimedia will positively or negatively influence advertising persuasion, depending on the audience’s product involvement. 6. Product involvement interfering in the relations between force level and advertising persuasion will depend on whether the advertisement interact with environment or not.

＜中文部分＞
1.ICP小組(民90)，2001東方ICP消費者行銷資料庫。
2.王孟昭(民90)，「無線應用簡短訊息服務之廣告效果研究」，國立台灣科技大學企業管理系碩士論文
3.吳萬益、林清河(民89 )，企業研究方法，華泰書局，台北市
4.苑守慈(民91)，「適地化適性化行動廣告推薦機制」，天主教輔仁大學資訊管理系碩士論文
5.陳順宇(民90)，多變量分析，華泰書局，台北市
6.蕭鈺蓉(民90)，「廣告出現位置、品牌熟悉度、廣告擷取線索、廣告涉入程度對競爭性廣告干擾程度的影響」，國立成功大學企業管理研究所碩士論文
＜西文部分＞
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