由於手機文字簡訊廣告的傳輸成本低，並能精準地觸及目標消費者，因此成為廣告主手機行銷最重要的廣告類型。然而，越來越多的手機文字簡訊廣告卻可能導致消費者將廣告訊息視為垃圾訊息，並對廣告產生侵入性感知與避免回應。過去研究手機文字簡訊廣告侵入性感知的文獻只有一篇，而該研究所建立模式的前置因素解釋力不足，並且缺乏後果變項的探討。因此，本研究欲建構侵入性感知模式，以調查法探討台灣地區手機文字簡訊廣告使用者的侵入性感知，及其影響因子與後果。

本研究探討侵入性感知影響因子包括認知投入程度、廣告相關性、使用者許可、廣告訊息資訊性以及廣告訊息娛樂性五項前置因素。在後果變項上，本研究則探討使用者的廣告避免回應。並以年齡變項檢驗模式在不同年齡層間是否具有差異。研究結果發現，影響台灣地區手機使用者的廣告侵入性感知因素為認知投入程度、廣告相關性以及廣告訊息資訊性。其中以廣告相關性預測力最高，它和使用者的廣告侵入性感知具負相關。認知投入程度與廣告訊息資訊性則與使用者的廣告侵入性感知呈正相關。

此外，不同年齡層的使用者侵入性感知模型確實存在差異。認知投入程度與廣告相關性兩變項與正向預測非年輕與年輕使用者的侵入性感知。此外，使用者許可與廣告訊息資訊性兩變項，只能正向預測非年輕使用者的侵入性感知。最後，無論對於全部樣本或不同年齡層樣本，侵入性感知並非前置因素與後果間的中介變項，它與廣告避免回應間也不具有顯著關係。

一、 中文書目

彭群弼 (2007年11月15日)。〈簡訊七成五是年輕人發，業者鎖定年底節慶宣
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資策會FIND (2010)。〈2009年第四季我國行動上網觀測〉。上網日期：2010年3
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資策會FIND (2009)。〈2009企業主廣告需求調查 ─ 網路廣告穩居第一，手機
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資策會FIND (2008)。〈全球行動數據服務調查 (一) —台灣網民使用行動數據服
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資策會FIND (2007)。〈透析國內通訊市場消費者需求 ─2006台灣地區行動通訊
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資策會FIND (2006)。〈近六成台灣民眾為行動加值服務使用者 平均每月花114
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