| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 106 === With the popularity of mobile devices, consumers' behavior patterns are also changing. Many advertisers have gradually shifted their investment budgets to mobile devices. It is the intrusion of traditional blockade of advertising that has increased the download volume of ads blocking programs. However, the native ads have been favored by advertisers for their features that they do not disturb the audience's experience and provide meaningful content. More and more mobile ads will be changed to native ads. Nowadays, many scholars have researched mobile advertising, but there are few empirical studies on mobile advertising and advertising effectiveness.
This study examines the definition of native advertising and discusses the definition of mobile advertising and the differences in advertising effectiveness caused by different forms of advertising.Take the group who uses the mobile devices as a research object, and use questionnaires for data collection. And a total of 303 valid questionnaires were recovered, and through analysis of narrative statistics, reliability and validity analysis and single factor variance analysis. Finally, conduct discussion based on the information obtained. The study found that different forms of mobile advertising have significant differences in advertising effectiveness, and different forms of mobile advertising have a significant impact on advertising awareness and advertising attitude.
Keywords: Native Ads, Mobile Native Ads, In-Feeds Ad, Recommendation Widgets, Paid Search, Advertising Effectiveness
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