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研究生：	范喬瑄 Fan, Chiao-Hsuan
論文名稱：	適地性廣告特性對使用者持續使用行為之影響：以認知-情感-行為模型為觀點 The Influences of Location-Based Advertising Characteristics on Continued Usage Behavior: The Perspective of the Cognition-Affect-Behavior Model
指導教授：	張心馨 Chang, Hsin-Hsin
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	88
中文關鍵詞：	認知-情感-行為模型、適地性廣告特性、媒體豐富度、功能利益、隱私擔憂、持續使用行為
外文關鍵詞：	Cognition-Affect-Behavior Model, Location-Based Advertising, Media Richness, Utilitarian Benefit, Privacy Concern, Continued Usage Behavior
相關次數：	點閱：146 下載：0
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行動上網與定位系統的普及，造就了適地性廣告的出現，此種廣告類型為商家帶來無限商機。商家除了可以自行推出適地性廣告APP之外，也可以依賴APP開發商，與同類型商家一起打廣告以增加曝光率。然而，適地性廣告擁有不同於傳統廣告的特性，最特別的莫過於需要取得消費者所在的地理位置。因此本研究採用認知-情感-行為模型為理論基礎，同時結合適地性行動廣告正、負面的特點，探討適地性廣告特性、消費者情感喚起（活躍喚起、緊張喚起、愉悅），以及是否影響消費者持續使用適地性廣告的行為。研究對象以使用過適地性廣告的消費者為主，總共取得579份有效問卷。結構方程模型資料分析結果顯示，媒體豐富度、資訊性、可信度高的適地性廣告為消費者帶來功能利益，進而喚起活躍的情緒；感知惱怒喚起緊張的情緒；而隱私權擔憂對緊張的情緒喚起則不顯著。再者，兩種情緒喚起（活躍喚起、緊張喚起）分別對愉悅有顯著的正、負向影響，進而影響持續使用行為。另，本研究納入適地性廣告的兩種傳遞方式：推式及拉式，作為兩種情緒喚起到愉悅之間的干擾，結果皆為顯著。最後，本研究建議適地性廣告之開發商加強資訊的豐富程度，並提供更貼近消費者的廣告訊息；也可以在未來結合不同功能（如：聯合社羣網站、行動支付）以留住現有顧客、吸引潛在消費者。

The popularity of wireless Internet and the global positioning system (GPS) has led to the development of location-based advertising (LBA). Such mobile advertising brings great commercial opportunities to both stores and companies. Stores can develop LBA applications on their own, or rely on application developers to increase their visibility, working with other stores in an alliance. However, LBA is different from traditional advertising, and the greatest difference is that it needs consumers’ real-time location to send the advertisements. This study thus uses the cognition-affect-behavior model as theoretical foundation, combined with the characteristics of LBA (including positive and negative dimensions) to discuss the influences of LBA on consumers’ emotional arousals (i.e. energetic arousal, tense arousal and pleasure) and their continued usage behaviors. The research subjects are consumers who have used LBA. Through an online survey, 579 valid questionnaires were collected. The result of SEM showed a high level of media richness, informativeness and credibility could yield utilitarian benefits, and thus influence energetic arousal; irritation would cause tense arousal, but privacy concerns has no impact on this. Moreover, energetic arousal and tense arousal have positive and negative impacts on pleasure, respectively, leading to continued usage behavior. In addition, this study uses delivery type (pull and push) as a moderator to investigate its influence on the relationship between the two arousals and pleasure. The results showed that the pull-and-push moderating effect is significant. Lastly, this study suggests that LBA application developers should work to enhance the media richness of LBA, and provide more related information to consumers. Moreover, their applications should combine various functions (e.g. being connected to social networks and allowing mobile payments) to retain existing customers and attract potential ones.

摘要 .... .... .... .... ... I
Abstract .... .... .... .... . II
List of Tables .... .... .... .... V
List of Figures .... .... .... .... V
CHAPTER ONE INTRODUCTION .... .... ... 1
1.1 Research Background and Motivation .... .... .... .. 1
1.2 Research Questions and Research Gaps .... .... .... . 2
1.3 Research Objectives .... .... .... .... . 3
1.4 Research Process .... .... .... .... ... 4
CHAPTER TWO LITERATURE REVIEW & HYPOTHESES DEVELOPMENT . 6
2.1 Location-Based Advertising (LBA) .... .... .... . 6
2.2 Cognition-Affect-Behavior (C-A-B) Model .... .... ... 9
2.3 Cognition .... .... .... .... .... 13
2.3.1 Positive Dimension: Utilitarian Benefit .... .... .... 13
2.3.2 Negative Dimension: Privacy Concern .... .... ... 14
2.3.3 The Antecedents of Continued Usage of LBA .... .... .. 15
2.4 Affect: Pleasure and Arousal .... .... .... .... 21
2.4.1 Pleasure .... .... .... .... .. 22
2.4.2 Arousal .... .... .... .... ... 23
2.5 Behavior: Continued Usage of LBA .... .... .... . 24
2.6 The Moderator: Type of LBA Delivery .... .... .... 24
2.7 Conceptual Framework .... .... .... ..... 25
2.8 Hypotheses Development .... .... .... ... 27
2.8.1 Perceived Media Richness and Utilitarian Benefit .... .... .. 27
2.8.2 Perceived Informativeness and Utilitarian Benefit .... .... .. 28
2.8.3 Perceived Credibility and Utilitarian Benefit .... .... .. 28
2.8.4 Privacy Control and Privacy Concern .... .... .... 29
2.8.5 Privacy Policy and Privacy Concern .... .... .... 29
2.8.6 Utilitarian Benefit and Energetic Arousal .... .... ... 30
2.8.7 Perceived Irritation and Tense Arousal .... .... .... 31
2.8.8 Privacy Concern and Tense Arousal .... .... ..... 31
2.8.9 Energetic Arousal and Pleasure .... .... .... .. 31
2.8.10 Tense Arousal and Pleasure .... .... .... ... 32
2.8.11 Pleasure and Contined Usage of LBA .... .... ... 33
2.8.12 The Moderating Effect .... .... .... .... 34
CHAPTER THREE RESEARCH DESIGN & METHODOLOGY ..... 36
3.1 Definitions of the Constructs and Summary of Hypotheses .... .... 36
3.1.1 Definitions of Constructs .... .... .... ... 36
3.1.2 Summary of Hypotheses .... .... .... .. 37
3.2 Measurement Developments and Questionnaire Design .... .... 38
3.2.1 Construct Items .... .... .... .... . 39
3.2.2 Other Measurement Items and Demographic Variables .... ... 44
3.3 Pilot Test .... .... .... .... ... 44
3.4 Data Analysis Procedure .... .... .... ... 47
3.4.1 Descriptive Statistical Analysis .... .... .... .. 48
3.4.2 Confirmatory Factor Analysis .... .... .... .. 48
3.4.3 Reliability and Validity Analyses .... .... .... .. 48
3.4.4 Structural Equation Modeling .... .... .... .. 48
3.4.5 Competing Model Analysis for Moderating Effects .... .... 49
CHAPTER FOUR RESEARCH ANALYSIS & RESULTS .... ... 50
4.1 Sample Collection and Demographics Analysis .... .... .. 50
4.2 Descriptive Analyses .... .... .... .... .. 52
4.3 Measurement Model Assessment .... .... .... ... 55
4.3.1 Confirmatory Factor Analysis (CFA) .... .... ... 55
4.3.2 Reliability and Validity Analyses .... .... .... .. 59
4.3.3 Discriminant Validity Analysis .... .... .... . 59
4.4 Hypotheses Testing .... .... .... .... . 60
4.4.1 SEM Model Fit and SEM Path Analysis .... .... ... 60
4.4.2 Competing Model – Moderating Effect Testing .... .... . 64
4.4.3 Summary of Hypotheses Testing .... .... .... . 65
CHAPTER FIVE CONCLUSIONS & RECOMMENDATIONS .... .66
5.1 Hypotheses Discussion .... .... .... .... 66
5.1.1 Perceived Media Richness and Utilitarian Benefit (H1) .... .... 66
5.1.2 Perceived Informativeness and Utilitarian Benefit (H2) .... .... 67
5.1.3 Perceived Credibility and Utilitarian Benefit (H3) .... .... .. 67
5.1.4 Privacy Control and Privacy Concern (H4) .... .... ... 67
5.1.5 Privacy Policy and Privacy Concern (H5) .... .... .. 68
5.1.6 Utilitarian Benefit and Energetic Arousal (H6).... .... . 69
5.1.7 Perceived Irritation and Tense Arousal (H7) .... .... .. 69
5.1.8 Privacy Concern and Tense Arousal (H8) .... .... ... 70
5.1.9 Energetic Arousal and Pleasure (H9) .... .... ... 70
5.1.10 Tense Arousal and Pleasure (H10) .... .... .... 71
5.1.11 Pleasure and Continued Usage of LBA (H11) .... .... .. 71
5.1.12 The Moderating Effects (H12 - H13) .... .... ... 72
5.2 Implications .... .... .... .... ... 72
5.2.1 Theoretical Implications .... .... .... ... 73
5.2.2 Managerial Implications .... .... .... ... 74
5.3 Limitations and Directions for Future Research .... .... .. 75
References .... .... .... .... . 76 
Appendix: Full Questionnaire .... .... ..... 83
List of Tables
Table 2-1 Researches Related to Location-based advertising .... .... .. 8 
Table 2-2 Application of Cognition-Affect-Behavior (C-A-B) Model .... .. 11
Table 3-1 Definitions of Constructs in This Study .... .... ... 36
Table 3-2 Research Hypotheses .... .... .... ... 37
Table 3-3 Result of Reliability Analysis (n=105) .... .... ... 45
Table 4-1 Demographic Statistics of Samples (n=579) .... .... .. 51
Table 4-2 Respondents’ Experience in LBA Usage .... .... ... 51
Table 4-3 Descriptive Analysis of Scale on Each Variable (n=579) .... ... 52
Table 4-4 Result of Confirmatory Factor Analysis (n=579) .... .... .. 55
Table 4-5 Result of Measurement Model Fit of CFA .... .... .. 57
Table 4-6 Result of Convergent Validity and Reliability Analyses .... ... 59
Table 4-7 Result of Discriminant Validity Analysis .... .... .... 60
Table 4-8 Model Fit of SEM Full Model .... .... .... .. 61
Table 4-9 Result of SEM Path Analysis .... .... .... .. 61
Table 4-10 Moderating Effect of Pull and Push type of LBA .... .... .. 64
Table 4-11 Summary of Hypotheses Testing .... .... .... . 65
List of Figures
Figure 1-1 Research Process .... .... .... ..... 5
Figure 2-1 Conceptual Framework .... .... .... .. 26
Figure 4-1 Measurement Model .... .... .... .... 58
Figure 4-2 Result of SEM Full Model .... .... .... .. 63
                                    

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