使用者風險認知對遊戲類In-App 廣告點擊意願影響之研究

The Click Intention of Users5 Perceived Risks on Games5 In-App Advertising

隨著行動裝置的普及，使得行動行銷市場逐漸擴大，企業主紛紛開始利用行 動裝置來投送廣告，其中行動裝置內置廣告 (In-App Advertising)成長幅度最為明 顯，且行動裝置使用者最常使用的APP 為遊戲類。然In-App 廣告的出現可能對 使用者造成內容、隱私等各種風險疑慮。本研究因應新平台的發展以及使用者娛 樂行為的趨勢，探究使用者風險認知對遊戲類In-App 廣告點擊意願之影響，透 過網路問卷調查方式，獲得209 份有效問卷。研究結果發現：1.「時間風險」對 使用者點擊遊戲類In-App 廣告的意願具有負向影響；2.「品牌風險」對使用者 點擊遊戲類In-App 廣告的意願，影響不顯著；3.「內容風險」對使用者點擊遊 戲類 In-App廣告的意願，影響不顯著；4「. 隱私風險」對使用者點擊遊戲類 In-App 廣告的意願具有負向影響。

As the popularity of mobile devices increases， the mobile marketing gradually expands. Business owners begin to deliver advertising on mobile devices. The growth rate of In-app advertising has been among the greatest in all mobile advertisings. There are a wide variety of APP developers; some of them are malicious which may cause users5 risks concerning contents， privacy and so on. In response to the development of new platform and users’ entertainment behavior， we explore the click intention of users5 perceived risks on games5 In-App advertising. This study used Internet questionnaires to collect data. There are 209 valid questionnaires. The results show that: (1) “time risk” has negative influence on users’ clicks intention of game In-app advertising; (2) the click intention of users’ “brand risk” on game In-app advertising is not significant; (3) the click intention of users’ “content risk” on game In-app advertising is not significant; and (4) “privacy risk” has negative influence on users’ clicks intention of game In-app advertising.