第五章 結論與建議
第四節 後續研究方向
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本研究之問卷是經由網路發佈，受測者皆為有接收過行動廣告經驗的網路使 用者。研究過程中雖力求廣泛接觸不同類型、年紀、職業之受測者以增加樣本的 代表性，但樣本多半還是以學生為主，換言之，本研究之分析結果僅代表學生族 群對行動廣告效果之關係探討。將來智慧型行動裝置發展得更成熟後，也可再針 對不同使用者族群再做一次資料蒐集與分析，也許會有不一樣的廣告效果與發 現。
第四節 後續研究方向
行動廣告接收途徑有簡訊、行動網頁、定點接收、應用程式內廣告等，不同 之廣告接收途徑，其廣告效果可能不一樣，可作為未來研究的後續方向。由於本 研究並未對不同之行動廣告發送途徑進行討論，而是以廣泛的行動廣告種類作為 分析依據，行動性特性對於不同種類商品之廣告效果僅以大樣本呈現，並無對每 一情境深究。因此，將來的研究可以考慮不同的行動廣告途徑對不同種類商品的 廣告效果影響，以提供相關廣告主在途徑上的選擇，達到最高的行銷效益。
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附錄一：消費者對適地性行動廣告效果之問卷 親愛的受訪者您好，
感謝您百忙中填答此問卷。這是一份有關「行動廣告與行動特性對廣告效果 影響」的學術問卷。本問卷填答對象為曾經接收過行動廣告之消費者。問卷問題 皆無標準答案，請根據您個人的感受、經驗填答即可。
本問卷採不具名方式進行，僅供學術研究使用，絕不轉為他用，請安心填答。
再次感謝您用心填寫此問卷，您的寶貴意見對本研究有極大之助益。
敬祝 順心如意!
國立政治大學資訊管理研究所 指導教授： 管郁君 博士 研究生： 陳怡芳 敬上
行動廣告
指傳送至消費者個人行動裝置上之廣告訊息。常見的行動裝置包括手機、PDA、
平板電腦……等無線通訊設備。有些行動廣告是針對目前所在地點相關之行動廣 告，這些廣告是透過衛星或行動通訊基地台等定位技術發送，具定位功能之行動 裝置能接收此類廣告。答鈴廣告、折價促銷廣告、電子優惠券等，均屬常見之行 動廣告。廣告接收途徑有簡訊、行動網頁、定點接收、應用程式(App)內廣告等。
行動網頁廣告：包含網頁中的關鍵字廣告、橫幅廣告
定點接收：包含QRcode掃描，或當你接近某商店時，可接獲該店家正在促 銷的訊息與電子優惠券。
應用程式內廣告：包含app內的廣告(例如：遊戲、地圖等)或是透過通訊軟 體(例如：LINE等)得到的廣告。