隨著行動電話使用的高普及率以及行動通訊科技的進步，行動電話如今早已不再只是行動電話，而是成為具有高獲利性與發展潛力的新興行銷溝通管道。手機簡訊，便是其中一項行銷應用，除了是年輕人之間互相傳遞訊息的流行方式，亦是被業界廣為應用的行銷管道，廣告業者可以透過簡訊將廣告訊息傳達給消費者，另外，由於手機已是人們生活的一部分，使得廣告簡訊容易成為業者與消費者之間溝通的橋梁。本篇研究以實驗設計為方法，學生族群為樣本，透過整理相關文獻，以行銷策略觀點分類簡訊，以及消費購物型態分類消費者。研究之主要目的在於針對以文字簡訊為主的行動廣告，探討簡訊行銷對消費者的態度與行為之影響。
研究結果顯示，不同類型的簡訊在消費者對簡訊行銷的態度上有顯著影響，然而，不同消費型態的消費者，以及簡訊類型與消費型態之間的交互作用對簡訊態度並無顯著影響。本研究結果可作為業者於簡訊行銷策略之參考，結果顯示，理性型消費者較接受關係維繫型簡訊，衝動型消費者較偏好銷售促銷型簡訊，其次為關係維繫型簡訊，然而，所有的消費者普遍不接受品牌互動類型的簡訊。整體而言，衝動型消費者對簡訊的回應態度普遍高於理性型消費者。本研究之管理意涵為，業者首應建立與消費者間良好的關係與信任，並充分了解手機用戶的使用習慣與消費行為，針對不同消費型態的消費者，發送合適的簡訊以提升消費者對簡訊行銷的正面態度與達到廣告效果。

In the context of the global growth of mobile phone penetration and SMS (Short Message Services) usage, mobile advertising has become a key component and popular form of marketing communication. This study explores the effects of the type of text message, consumer buying behavior and the interaction between these two factors on consumers’ attitudes toward SMS-based mobile adverting. The dimensions of consumer response include perceived entertainment, perceived informativeness, perceived annoyance and perceived privacy risk. The study examines the effectiveness of SMS-based mobile advertising through an experimental design with a sample of university students.
The results present three types of text messages with different marketing purposes. The three types include brand building, relationship maintenance and sales promotions. The results also highlight two groups of consumers with different buying behaviors: impulsive buyers and rational buyers. The findings indicate that the type of text message used has a significant effect on consumers’ attitudes toward mobile advertising, whereas consumer buying behavior and its interaction with the text message has no significant effect. After proposing an explanation for the findings, the study proposes possible marketing strategies for SMS-based mobile advertising that target precise customers.

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