除了科技持續發展與進步外，今年流行的新冠肺炎疫情(COVID-19)，已徹底地改變了大家的消費行為，人們漸漸減少出門採購的次數，改成使用網路購物的方式。其中，又以行動商務網購的成長趨勢最為快速，各家網購業者相繼推出其應用程式(APP)，但除了商品價格上的考量，是否還有其他因素能夠使消費者產生依賴感呢? 因此，本研究加入了消費者對彈出式廣告的態度，結合促銷活動及稀少性訊息等干擾效果，測試其對於購買意願及行為之影響。樣本蒐集方式為使用網路問卷，於各大網路平台發放。研究結果顯示，當彈出式廣告能提供消費者資訊性時，若搭配上非價格促銷，將能提高消費者的購買意願；相反地，當彈出式廣告能提供消費者可信度時，須搭配上價格促銷，才能顯著提高消費者的購買意願。因此，本研究之結果能提供各網購APP平台在未來活動及廣告設計上之依據和參考方向。

In addition to developments in science and technology, this year's COVID-19 epidemic has revolutionized consumer behavior. People are gradually cutting back on the number of purchases they make and using online shopping instead. Among them, the growth trend of mobile online shopping is the fastest. Various online shopping companies have successively launched their applications (APP). But are there other factors, besides prices, that make consumers rely on? The aim of this study is to answer that question through examining consumer attitudes to pop-up ads combined with promotional activities and scarcity messages to show the effects on consumer purchase intention and behavior. The samples of this study were collected via online questionnaires and distributed on various online platforms. The results show that when pop-up ads can provide consumers with information if combined with non-price promotion, it can increase the purchase intention of consumers. On the contrary, when pop-up ads can provide consumers with credibility, it must be combined with price promotion to significantly increase the purchase intention of consumers. Accordingly, the results of this study can provide directions for the future activities and advertising design of each online shopping APP platform.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 行動商務 6
第二節 彈出式廣告 11
第三節 廣告態度 13
第四節 促銷活動 16
第五節 購買意願 20
第六節 稀少性訊息 22
第七節 購買行為 25
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假說 29
第三節 變數的操作型定義及衡量 34
第四節 樣本選取與資料蒐集 38
第五節 資料分析方法 39
第四章 資料分析與研究結果 42
第一節 敘述性統計 42
第二節 信度與效度分析 45
第三節 假說檢驗及結果 49
第五章 結論與建議 56
第一節 研究結果 56
第二節 研究貢獻 59
第三節 研究限制 61
第四節 未來研究方向 62
參考文獻 63
附錄：研究問卷 71

王又鵬. (1993). 促銷活動對消費者購買行為影響之研究. (博士). 國立政治大學, 台北市.
吳亭憶. (2013). 購物網站特性與顧客導向對持續購買意圖之影響. (碩士). 亞洲大學, 台中市.
吳冠輩. (2017). 網購3C產品的口碑、知覺價值對購買意願之影響. (碩士). 大葉大學, 彰化縣.
呂惠富. (2008). 促銷活動對於運動鞋品牌評價及購買意願之影響. 休閒暨觀光產業研究, 3(1), 1-14.
李沃牆. (2020). 新冠肺炎引爆全球「宅經濟」商機.會計研究月刊, (413), 15-20
李忠儒. (2010). 網路購物知覺風險與知覺效益影響網路購物意願之探討. (碩士). 樹德科技大學, 高雄市.
李昕庭. (2019). 網購寵物用品知覺價值與購買意願之研究-以促銷與知覺風險為調節變項. (碩士). 嶺東科技大學, 台中市.
李蕙合. (2020). 網站內容和信任度對農產品在線購買意願的影響. (碩士). 崑山科技大學, 台南市.
周文賢. (2002). 多變量統計分析: SAS. STAT 使用方法, 台北: 智勝文化.
林坤源. (2002). 促銷策略對消費者行為影響之研究－以加油站為例. (碩士). 國立高雄第一科技大學, 高雄市.
林郁凡. (2014). 時間壓力及折扣策略對消費者購買意圖之影響─以適地性行動折價券為例. (碩士). 國立中山大學, 高雄市.
林師模, & 陳苑欽. (2004). 多變量分析, 雙葉書廊有限公司, 台北.
胡婷婷. (2012). 行動應用程式廣告位置與廣告呈現型式對智慧型手機廣告效果之影響. (碩士). 國立中山大學, 高雄市.
胡葦真. (2014). 廣告態度對品牌忠誠度的影響－以智慧型手機品牌為例. (碩士). 國立屏東大學, 屏東縣.
胡僑芯. (2018). 廣告代言人對廣告態度影響之研究 -以新竹地區美語補習班為例. (碩士). 明新科技大學, 新竹縣.
范姜群暐(2012).行動商務大未來, 財金資訊季刊, (72), 1-6.
高得雅. (2018). 探討彈出式廣告對於手機網路消費者購買意願之影響. (碩士). 國立雲林科技大學, 雲林縣.
張怡平. (2017). 移動電商拍賣平台未來契機的探討—以台灣YAHOO!奇摩拍賣、露天拍賣、蝦皮拍賣為例. (碩士). 國立清華大學, 新竹市.
張詠筑. (2010). 組合價格促銷類型對網路購物之衝動性購買行為影響研究-以女性內衣為例. (碩士). 輔仁大學, 新北市.
梁震威. (2014). 虛擬社群成員信任與衝動性購買特質對衝動性購買行為影響之研究-以Line App 為例. (碩士). 龍華科技大學, 桃園縣.
莊麗卿. (1992). 實用促銷手冊. 台北: 遠流.
許子晴. (2017). 探討行動拍賣app產品生命週期之研究-以蝦皮拍賣為例. (碩士). 國立臺灣科技大學, 台北市.
許心柔. (2014). 網路購物品牌形象、品牌信任、知覺價值、知覺風險對購買意願影響之研究－以網路購買服飾商品為例. (碩士). 南華大學, 嘉義縣.
許裕偵. (2003). 網路購物品牌形象, 促銷活動與知覺價值對購買意願之影響. 南華大學, 嘉義縣.
郭玟儀. (2012). 廣告內容設計對消費者廣告態度與購買意願的影響-以空間距離為干擾變數. (碩士). 國立臺南大學, 台南市.
陳少華. (2013). 限時 vs. 限量稀少性訊息之效果－商品類型及消費者調節焦點之干擾. (碩士). 國立中山大學, 高雄市.
陳信全. (2015). 促銷活動與涉入程度對購買意願影響效果之研究-以知覺價值為中介變數. (碩士). 實踐大學, 台北市.
彭柏翔. (2014). 促銷方式對購買意願的影響—廣告代言人與廣告訴求為調節效應. (碩士). 國立東華大學, 花蓮縣.
智庫百科. (2020)擷取自： https://wiki.mbalib.com/zh-tw/%E5%BC%B9%E5%87%BA%E5%BC%8F%E5%B9%BF%E5%91%8A
游上萱. (2015). 便利商店促銷活動對消費者購買意願之影響. (碩士). 東吳大學, 台北市.
楊宗勝. (2015). 行動商務對於購買意願、促銷活動及知覺價值之研究. (碩士). 龍華科技大學, 桃園縣.
楊瑜君. (2006). 幽默廣告類型、消費者生活型態對廣告效果之影響. (碩士). 東吳大學, 台北市.
資策會產業情報研究所.(2013) 擷取自：https://mic.iii.org.tw/news.aspx?id=333
資策會產業情報研究所.(2016) 擷取自：https://mic.iii.org.tw/news.aspx?id=353
資策會產業情報研究所.(2018) 擷取自：https://mic.iii.org.tw/news.aspx?id=489&List=4
資策會產業情報研究所.(2019) 擷取自：https://mic.iii.org.tw/news.aspx?id=517
劉盈汝. (2017). 折扣促銷頻率對購買意願影響之研究─以消費頻率、限制性促銷及產品類別為干擾變項. (碩士). 國立高雄餐旅大學, 高雄市.
劉美琪. (1995). 促銷管理-理論與實務, 臺北: 正中書局.
盧盈靜. (2014). 針對女性上班族使用開架式化妝品購買行為之研究-以大台北都會區女性上班族為例. (碩士). 佛光大學, 宜蘭縣.
駱韋綱. (2013). 產品稀少性透過獨特性需求和從眾行為對知覺價值與購買意願之影響. (碩士). 真理大學, 新北市.
戴軒廷, 馬恆, 張紹勳. (2004). 影響網路廣告效果之相關因素.中華管理評論國際學報.
薛冬青. (2011). 適地性廣告對於消費者知覺價值、知覺風險及使用意願的影響. (碩士). 真理大學, 新北市.
簡妙珈. (2019). 虛擬社群成員信任感和衝動購買特質對購買衝動感及衝動購買行為影響之研究. (碩士). 南華大學, 嘉義縣.
Aaker, D. A. (1973). Toward a normative model of promotional decision making. Management Science, 19(6), 593-603.
Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19-30.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Avolio, B. J., Yammarino, F. J., & Bass, B. M. (1991). Identifying common methods variance with data collected from a single source: An unresolved sticky issue. Journal of management, 17(3), 571-587.
Blattberg, R. C., Briesch, R., & Fox, E. J. (1995). How promotions work. Marketing science, 14(3), 122-132.
Bolton, L. E., & Reed, A. (2004). Sticky priors: The perseverance of identity effects on judgment. Journal of marketing research, 41(4), 397-410.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of advertising research, 41(5), 23-32.
Brock, T. C. (1968). Implications of commodity theory for value change. In Psychological foundations of attitudes. New York: Academic Press, Inc.
Buchanan, T. (2015). Aggressive priming online: Facebook adverts can prime aggressive cognitions. Computers in human behavior, 48(1), 323-330.
Cameron, D., Gregory, C., & Battaglia, D. (2012). Nielsen personalizes the mobile shopping app: If you build the technology, they will come. Journal of advertising research, 52(3), 333-338.
Campbell, L., & Diamond, W. D. (1990). Framing and sales promotions: The characteristics of a good deal. Journal of Consumer Marketing, 7(1), 25-31.
Chatterjee, P. (2008). Are Unclicked Ads Wasted? Enduring Effects of Banner and Pop-Up Ad Exposures on Brand Memory and Attitudes. Journal of electronic commerce Research, 9(1), 51-61.
Chi, T., & Kilduff, P. P. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-429.
Chiang, C., Lin, C.-S., & Chin, S.-P. (2011). Optimizing time limits for maximum sales response in Internet shopping promotions. Expert Systems with Applications, 38(1), 520-526.
Chin, W. W., & Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. Statistical strategies for small sample research, 1(1), 307-341.
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annu. Rev. Psychol., 55(1), 591-621.
Colley, R. H. (1961). Defining Advertising Goals for Measured Advertising Results, Association of National Advertisers. Inc., New York, NY.
Davis, K. (1981). Marketing management. Forth Editon. NewYork: Willy and sons.
Devlin, J., Ennew, C., McKechnie, S., & Smith, A. (2007). A study of time limited price promotions. Journal of Product & Brand Management, 16(4), 280-286.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Dommermuth, W. P. (1989). Promotion: Analysis, creativity, and strategy. Boston: PWS-Kent Publishing Company.
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18.
Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@ management. Journal of advertising research, 36(5), 21-32.
Erasmus, A. C., Boshoff, E., & Rousseau, G. (2001). Consumer decision-making models within the discipline of consumer science: a critical approach. Journal of Consumer Sciences, 29(1), 82-90.
Faber, R. J., Lee, M., & Nan, X. (2004). Advertising and the consumer information environment online. American Behavioral Scientist, 48(4), 447-466.
Fam, K.-S., de Run, E. C., Shukla, P., & Weng, J. T. (2013). Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics, 9(1), 52-61.
Faulds, D. J., Mangold, W. G., Raju, P., & Valsalan, S. (2018). The mobile shopping revolution: Redefining the consumer decision process. Business Horizons, 61(2), 323-338.
Fishbein, M., leek Ajzen (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18(1), 45-61.
Groß, M. (2015). Mobile shopping: a classification framework and literature review. International Journal of Retail & Distribution Management, 43(3), 221-241.
Homans, G. C. (1961). Its elementary forms. Social Behavior, 119(3), 488-531.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior, Now York: John Wiley and Sons, Inc.
Hu, X., Lin, Z., & Zhang, H. (2002). Trust promoting seals in electronic markets: an exploratory study of their effectiveness for online sales promotion. Journal of Promotion Management, 9(1), 163-180.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal, 20(2), 195-204.
Inman, J. J., & McAlister, L. (1994). Do coupon expiration dates affect consumer behavior? Journal of marketing research, 31(3), 423-428.
Inman, J. J., Peter, A. C., & Raghubir, P. (1997). Framing the deal: The role of restrictions in accentuating deal value. Journal of Consumer Research, 24(1), 68-79.
Jung, J. M., & Kellaris, J. J. (2004). Cross‐national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology & Marketing, 21(9), 739-753.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Ketron, S., Spears, N., & Dai, B. (2016). Overcoming information overload in retail environments: Imagination and sales promotion in a wine context. Journal of Retailing and Consumer Services, 33(1), 23-32.
Kim, M., Kim, J., Choi, J., & Trivedi, M. (2017). Mobile shopping through applications: Understanding application possession and mobile purchase. Journal of Interactive Marketing, 39(1), 55-68.
Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control. London: Prentice-Hall International.
Kotler, P. (2003). Marketing Management, 11™ Ed. Upper Saddle River NJ.
Lai, J. Y., Debbarma, S., & Ulhas, K. R. (2012). An empirical study of consumer switching behaviour towards mobile shopping: a Push–Pull–Mooring model. International Journal of Mobile Communications, 10(4), 386-404.
Le, T. D., & Nguyen, B.-T. H. (2014). Attitudes toward mobile advertising: A study of mobile web display and mobile app display advertising. Asian Academy of Management Journal, 19(2), 87-94.
Liang, T.-P., & Lai, H.-J. (2002). Effect of store design on consumer purchases: an empirical study of on-line bookstores. Information & management, 39(6), 431-444.
Lim, K. H., Sia, C. L., Lee, M. K., & Benbasat, I. (2006). Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies. Journal of management information systems, 23(2), 233-266.
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia economics and finance, 35(5), 401-410.
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in human behavior, 56(1), 225-237.
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. ACR: North American Advances.
Lynn, M. (1989). Scarcity effects on desirability: Mediated by assumed expensiveness? Journal of Economic Psychology, 10(2), 257-274.
Lynn, M. (1992). The psychology of unavailability: Explaining scarcity and cost effects on value. Basic and Applied Social Psychology, 13(1), 3-7.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.
Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of advertising research, 40(3), 67-72.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of marketing research, 18(3), 318-332.
Neslin, S. A. (1990). A market response model for coupon promotions. Marketing Science, 9(2), 125-145.
Newberry, C. R., Klemz, B. R., & Boshoff, C. (2003). Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study. Journal of Services Marketing, 10(1), 305-341.
Nicosia, Francesco M. (1966), Consumer Decision Processes: Marketing and Advertising Implications, Englewood Cliffs, NJ: Prentice-Hall.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879.
Tak, P., & Panwar, S. (2017). Using UTAUT 2 model to predict mobile app based shopping: evidences from India. Journal of Indian Business Research, 11(1), 32-47.
Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of marketing Science, 28(2), 278-290.
Thaler, R. H. (2008). Mental accounting and consumer choice. Marketing science, 27(1), 15-25.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199.
Rotzoll, K., Haefner, J. E., & Sandage, C. J. (1989). Advertising and the classical liberal world view. Advertising in society: Classic and contemporary readings on advertising’s role in society, 11(1), 27-41.
Seipel, C.-M. (1971). Premiums—forgotten by theory. Journal of marketing, 35(2), 26-34.
Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of advertising research, 38(4), 7-22.
Shih, G., & Shim, S. S. (2002). A service management framework for m-commerce applications. Mobile Networks and applications, 7(3), 199-212.
Snyder, C., & Fromkin, H. L. (1980). Uniqueness: The pursuit of human difference. New York: Springer.
Verhallen, T. M. (1982). Scarcity and consumer choice behavior. Journal of Economic Psychology, 2(4), 299-322.
Wang, R. J.-H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2), 217-234.
Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising. International Marketing Review, 6(1), 230-351.
Webster Jr, F. E. (1965). The “deal-prone” consumer. Journal of marketing research, 2(2), 186-189.
Yan, Q., Wang, L., Chen, W., & Cho, J. (2016). Study on the influencing factors of unplanned consumption in a large online promotion activity. Electronic Commerce Research, 16(4), 453-477.
Zeff, R. L., & Aronson, B. (1999). Advertising on the Internet: John Wiley & Sons, Inc.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.