摘要
隨著智慧型裝置越來越普遍，應用程式(APP)的成長數量在近年來驟增，使得APP的內嵌式廣告(In-app ads)也因此蘊孕而生。因過去研究對於探討APP相關廣告環境與使用者之關係較為缺乏，故本研究以App內嵌式廣告為主題，其種類主要有橫幅式廣告(Banner ad)、彈出式圖文廣告(Pop-up graphic ad)及彈出式短片廣告(Pop-up video clips ad)三類。本研究採用逆反心理理論(PRT)為理論基礎，探討內嵌廣告之呈現方式是否會影響使用者產生逆反心理，並以APP內嵌式廣告出現特性(廣告維持長度、廣告轉換頻率)為限制使用APP自由之因素，探討使用者產生APP內嵌式廣告之抗拒心理(感知廣告過雜性、廣告內容懷疑、廣告迴避)，以瞭解其為減輕抗拒心理之回應行為(忽略廣告內容、抵抗廣告內容)。此外，以過去負面經驗為調節變數，進一步探討其對APP內嵌式廣告出現特性與感知廣告過雜性之間、廣告內容懷疑之間的調節關係。本研究對象為頻繁使用APP之族群，並依橫幅式廣告、彈出式圖文廣告及彈出式短片廣告三類發放問卷，分別獲得440、444及459份有效網路問卷，並以結構方程模型(SEM)進行資料分析。結果顯示，(1) 橫幅廣告中，廣告轉換頻率與感知廣告過雜性具正向因果關係，且感知廣告過雜性除了會正向影響使用者對廣告內容懷疑外，亦會讓其產生廣告迴避心理，進而忽略、抵抗廣告內容，過去負面經驗對廣告持續時間與感知廣告過雜性之間具有顯著干擾效果;於(2) 彈出圖文廣告中，廣告持續時間及廣告轉換頻率皆正向影響使用者感知廣告過雜性，然僅有廣告持續時間對廣告內容懷疑具正向因果關係，而過去負面經驗亦對於廣告持續時間與感知廣告過雜性之間，具有顯著干擾效果。感知廣告過雜性及廣告內容懷疑則皆對廣告迴避有正向影響，進而同樣產生忽略、抵抗廣告內容之行為，另外，過去負面經驗同樣對廣告持續時間與感知廣告過雜性之間具有顯著干擾效果；在(3) 彈出短片廣告中，廣告持續時間、廣告轉換頻率皆對使用者感知廣告過雜性有正向影響，而感知廣告過雜性不僅會正向影響廣告迴避，亦會藉由產生廣告內容懷疑，對廣告迴避有正向影響，且亦有忽略、抵抗廣告內容之回應行為。至於過去負面經驗，僅廣告轉換頻率與感知廣告過雜性之間，具有顯著干擾效果。最後，由於本研究比較三類廣告後發現APP使用者重視內嵌式廣告之呈現方式，因此建議APP開發者推播內嵌廣告時，應避免過度的感官刺激(例如：強烈的色彩與音效)，以降低內嵌式廣告出現特性所帶來的複雜感，以及提高內容創新以減少使用者對該廣告產生多餘或突兀感，並可結合APP之使用功能來強調廣告出現的必要性，以避免廣告效用與廣告目的相悖的情形。

Abstract
With smartphones becoming more popular, applications (APP) have experienced a growth surge in recent years. However, only a few studies discuss the APP advertisement environment and users. This study used in-app ads as its focal topic; it can be mainly classified into three categories: banner ad, pop-up graphic ad and pop-up video clips ad.
Based on the psychological reactance theory (PRT), this study aimed to investigate whether in-app ads arouse reactance. Through using the features of in-app ads (ad duration & frequency) as a restriction (or threat) of usage freedom, this study discusses whether it would trigger users’ psychological reactance (perceived ad clutter, ad skepticism & advertising avoidance). Next, this study seeks to understand users’ response behavior (ignoring and resisting ad content) in order to reduce reactance. Furthermore, this study uses prior negative experience as a moderator to investigate the moderating effect on the relationship between in-app ads appearance feature and both perceived ad clutter and ad skepticism. The study focuses on the group which contains frequent app users, and distributed questionnaires separately based on three categories (banner ad, pop-up graphic ad & pop-up video clips ad).
Finally, the study collected 440, 444 and 459 valid web-based responses from each category, respectively. After structural equation modeling (SEM) analysis, the results indicated that: (1) Banner ad frequency has a positive causal relationship with perceived ad clutter. In addition to perceived ad clutter positively influencing ad skepticism, it also arouses advertising avoidance, and in turn has a positive impact on both ignoring and resisting advertising content. (2) Pop-up graphic ad duration and frequency have positive effects on perceived ad clutter; however, ad duration only has a positive causal relationship with ad skepticism. As for perceived ad clutter and ad skepticism, both positively affect advertising avoidance, and then generate the behavior of ignoring and resisting ad content. (3) For pop-up video clips ads, duration and frequency both positively influence perceived ad clutter. Furthermore, perceived ad clutter not only positively affects advertising avoidance, but also has a positive impact on it indirectly through ad skepticism. Therefore, users will react by ignoring and resisting ad content. Prior negative experience only has a moderating effect of the relationship between ad duration and perceived ad clutter in pop-up graphics and pop-up video clips ad. Lastly, this study found that APP users do pay attention to the presentation of the in-app advertising. Therefore, this study recommends that the APP developers should avoid excessive sensory stimulation (such as strong color and sound) when they broadcast ads, in order to reduce the complexity. APP developers could improve content innovation to reduce the feeling of obtrusiveness, and emphasize advertisement's necessity by combining the function of app and ads.

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