行動廣告有著許多傳統廣告缺乏的優勢，他具有更強的個人性、精準性、互動性以及使用者更高的注意性。而將行動行銷結合原生內容概念的行銷方式是非常創新的廣告方式，結合原生內容的概念將能透過行動廣告與使用者進行更深度的傳播，讓廣告的效果更加的提升！現今行動廣告相關的研究十分的多元，但對於行動廣告內容加入原生內容概念之後的相關實證研究仍在少數。
本研究以整合型科技接受模式（二）為基礎，探討行動原生廣告使用者行為意願之情形。研究對象設定為使用行動裝置的使用族群，並以問卷調查法進行資料蒐集，共回收414份有效問卷。再以敘述性統計、獨立樣本t檢定、皮爾遜相關分析、單因子變異數分析及迴歸進行分析比對。最後根據所得之資料進行討論，提供未來行動原生廣告發展的參考建議。茲將本研究重要發現分述如下：
一、行動熟練度對於使用行動原生廣告的績效期望、努力期望和享樂動機有顯著影響。
二、績效期望及享樂動機對於使用者行動原生廣告的行為意願有顯著影響。
三、使用者不同月收入在行動熟練度及績效期望上有顯著差異；不同年齡層在社會影響上有顯著差異。
四、使用者不同使用經驗對於行動熟練度有顯著差異；不同使用經驗對於績效期望、努力期望、社會影響、配合條件、享樂動機和行為意願皆有顯著差異。

Mobile marketing and advertising is a moderm trend. Compared to traditional advertisement, the advertising which based mobile network has many advantages. Mobile ads are much personal, precision, interactivity and much attention to consumers. Bring traditional ads into mobile phone devices and combine the concept of native content marketing approach is very innovative way to advertise. The concept combines the native content will be able to spread the communication in-depth by using mobile phone devices and mobile internet. However, due to the action research advertising content after adding native concept is still in the minority. Therefore, this study will investigate the user acceptance for mobile phone device users through mobile native advertising technology applications related theories.
On the basis of unified theory of acceptance and use of technology (UTAUT2) to explore the influence of mobile native advertising on user’s behavior intention. The main object of study is mobile device users. Through the questionnaires, a total of 414 valid questionnaires were recoverd. The collected data were analyzed by statistical methods, as Descriptive Statistics, the Independent samples t-test, Pearson’s correlation coefficient, One-Way ANOVA, and Regression Analysis.
In the end, based on the conclusion, this study makes some concrete suggestions to the future of mobile native advertising. The major findings are as follows:
1.The Mobile skillfulness has positive impact on Performance expectancy, Effort expectancy and Hedonic motivation.
2.The Performance expectancy and Hedonic motivation have positive impact on User’s mobile native advertsing Behavior intention.
3.Between the different salary of users, the Mobile skillfulness and Performance expectancy have significant difference; between the different ages of users, the Social influence has significant difference.
4.Between the different use experience, the Mobile skillfulness has significan difference; between the different use experience, the Performance expectancy, Effort expectancey, Social influence, Facilitating conditions, Hedonic motivation and Behavior intention have significant difference.

一、中文部分
張紹勳（2000）。研究方法。台北市：蒼海書局。
邱皓政（2008）。量化研究法(一)：研究設計與資料處理SPSS中文視窗版操作實務詳析。台北市：雙葉書廊。
蕭文龍（2009）。多變量分析最佳入門實用書（第二版）SPSS＋LISREL。台北市：碁峰。
黃誌坤（2012）。「不要叫我數位文盲！」 - 老人上網經驗之優勢觀點分析。高雄師大學報：教育與社會科學類，32。
喻國明（2014）。鑲嵌、創意、內容:移動互聯廣告的三個關鍵詞—以原生廣告的操作路線為例。新聞與寫作， 3，48。
屠海謙（2015）。產品價位與文案風格對原生廣告之影響。全國博碩士論文摘要檢索系統，494 032M：2。
吳文汐、周婷（2016）。基於UTAUT模型的微信朋友圈原生廣告接受度實證研究。 廣告大觀（理論版）， 5，14。
二、外文部分
Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research, 9(2), 204-215. doi: 10.1287/isre.9.2.204
Ashraf, M. F. K., Yasir. (2010). Acceptance of mobile marketing among university students. Mustang Journal of Business & Ethics(1), 9.
Barnes, S. J. (2002). Wireless digital advertising: nature and implications. International Journal of Advertising, 21(3), 399-420.
Bagozzi, R. P. (2007). The legacy of the technology acceptance model and a proposal for a paradigm shift. Journal of the Association for Information Systems, 8(4), 243-254.
Bakshi, Amar (2015). "Why and How to Regulate Native Advertising in Online
News Publications" . Journal of Media Law & Ethics 4 (3/4). ISSN 1940-9389
Carlson, M. (2015). When news sites go native: Redefining the advertising-editorial divide in response to native advertising. Journalism, 16(7), 849-865. doi: 10.1177/1464884914545441
Conill, R. F. (2016). Camouflaging Church as State: An exploratory study of journalism's native advertising. Journalism Studies, 17(7), 904-914. doi: 10.1080/1461670x.2016.1165138
Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems : Theory and results (Doctoral dissertation, Massachusetts Institute of Technology). Retrieved from http://dspace.mit.edu/handle/1721.1/15192
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
Deighton, J. (1996). The future of interactive marketing. Harvard Business Review, 74(6), 151-152.
Drèze, X., & Zufryden, F. (1997). Testing Web site design and promotional content. Journal of Advertising Research, 37(2), 77-91.
Dickinger, A., Haghirian, P., Murphy, J., & Scharl, A. (2004, 5-8 Jan. 2004). An investigation and conceptual model of SMS marketing. Paper presented at the System Sciences, 2004. Proceedings of the 37th Annual Hawaii International Conference on.
Drossos, D., Giaglis, G. M., Lekakos, G., Kokkinaki, F., & Stavraki, M. G. (2007).
Determinants of Effective SMS Advertising: An Experimental Study. Journal Of Interactive Advertising, 7(2), 1.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intentions and behavior: An introduction to theory and research. Boston, MA: Addison-Wesley.
Fortin, D. R. (1997). The impact of interactivity on advertising effectiveness in the New Media. (Ph.D. 9831104), University of Rhode Island. Retrieved from http://pqdd.sinica.edu.tw/ddc_open_link.htm?type=ddc&app=13&doi=9831104 數位化論文典藏聯盟(Digital Dissertation Consortium) database.
Ferris, M. (2007). Insights on mobile advertising, promotion, and research. Journal of Advertising Research, 47(1), 28-37.
Ghose, S., & Wenyu, D. (1998). Interactive Functions and their Impacts on the appeal of Internet presence sites. Journal of Advertising Research, 38(2), 29-43.
Goodman, D. (2000). The wireless Internet: promises and challenges. Computer, 33(7), 36-41. doi: 10.1109/2.869368
Ha, L., & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting & Electronic Media, 42(4), 456.
Hong, S.-J., Thong, J. Y. L., Moon, J.-Y., & Tam, K.-Y. (2008). Understanding the behavior of mobile data services consumers. Information Systems Frontiers, 10(4), 431. doi: 10.1007/s10796-008-9096-1
Hsu-Hsien, C. (2011). Interactive digital advertising VS. virtual brand community: Exploratory studty of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61.
Jensen, J. F. (1998). Communication research after the nediasaurus?: Digital convergence, digital divergence. NORDICOM Review, 19(1), 39-52.
Jingjun Xu, D. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9-19.
Krugman, H. E. (1969). Advertising in America: the consumer view. Journal of Marketing Research , 6(2), 240-241.
Kannan, P. K., Chang, A. M., & Whinston, A. B. (2001). Wireless commerce: marketing issues and possibilities. Paper presented at the system sciences, 2001. Proceedings of the 34th Annual Hawaii International Conference on.
Kostiwa, K., Liu, C., & Marchewka, J.T. (2007). An application of the UTAUT model for understanding student perceptions using course management software.IIMA, 7(2). 93-104.
Leckenby, J. D., & Li, H. (2000). From the editors: Why we need the journal of interactive advertising. Journal of Interactive Advertising, 1(1).
Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of Advertising, 31(4), 53-64.
Liu, C., Marchewka, J. T., Lu, J., & Yu, C.-S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289-304. doi: 10.1016/j.im.2004.01.003
Lopez-Nicolas, C., Molina-Castillo, F. J., & Bouwman, H. (2008). An assessment of advanced mobile services acceptance: Contributions from TAM and diffusion theory models. Information & Management, 45(6), 359-364. doi: http://doi.org/10.1016/j.im.2008.05.001
Leek, S., & Christodoulides, G. (2009). Next-generation mobile marketing: How young consumers react to bluetooth-enabled advertising. Journal of Advertising Research, 49(1), 44-53.
Lu, H. P., & Su, P. Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458. doi: 10.1108/10662240910981399
Mahatanankoon, P. (2007). The effects of personality traits and optimum stimulation level on text-messaging activities and M-commerce tntention. International Journal of Electronic Commerce, 12(1), 7-30. doi: 10.2753/jec1086-4415120101
Okazaki, S. (2007). Exploring Gender Effects in a Mobile Advertising Context:On the Evaluation of Trust, Attitudes, and Recall. Sex Roles, 57(11-12), 897-908. doi: 10.1007/s11199-007-9300-7
Ohme, R., Matukin, M., & Pacula-Lesniak, B. (2011). BIOMETRIC MEASURES FOR INTERACTIVE ADVERTISING RESEARCH. Journal of Interactive Advertising, 11(2), 60-72.
Prenksy. M. (2001). Digital natives, digital immigrants. On the Horizon, 9, 5, 1-6.
Prahalad, C. K., & Ramaswamy, V. (2004). The Future of Competition: Co-Creating Unique Value With Customers
Park, T., Shenoy, R., & Salvendy, G. (2008). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355-373. doi: 10.1080/01449290600958882
Pahnila, S., Siponen, M., & Zheng, X. (2011). Integrating habit into UTAUT: the chinese eBay case. Pacific Asia Journal of the Association for Information Systems, 3(2).
Qin, G., Rau, P.-L. P., & Salvendy, G. (2009). Perception of Interactivity: Affects of Four Key Variables in Mobile Advertising. International Journal of Human-Computer Interaction, 25(6), 479-505. doi: 10.1080/10447310902963936
Rogers, e. m. (1962). Diffusion of innovations. New York: Free Press of Glencoe.
Rafaeli, S. (1988). Interactivity: From new media to communication. Sage Annual Review of Communication Research: Advancing Communication Science, 16, 110-134.
Ram, S., & Jagdish, N. S. (1989). Consumer Resistance to Innovations: The Marketing Problem and its solutions. Journal of Consumer Marketing, 6(2), 5-14. doi: doi:10.1108/EUM0000000002542
Rafaeli, S., & Sudweeks, F. (1997). Networked Interactivity. Journal of Computer-Mediated Communication, 2(4), 0-0. Doi: 10.1111/j.1083-6101.1997.tb00201.x
Rosenkrans, G. (2009). The Creativeness and Effectiveness of Online Interactive Rich Media Advertising. Journal of Interactive Advertising, 9(2), 66-83.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93. doi: 10.1111/j.1460-2466.1992.tb00812.x
Sung-Joon, Y., & Joo-Ho, K. (2001). Is the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media. Journal of Advertising Research, 41(6), 53-60.
Schaupp, L. C., Carter, L., & McBride, M. E. (2010). E-file adoption: A study of U.S. taxpayers’ intentions. Computers in Human Behavior, 26(4), 636-644. doi: Schaupp, L. C., Carter, L., & McBride, M. E. (2010). E-file adoption: A study of U.S. taxpayers’ intentions. Computers in Human Behavior, 26(4), 636-644. doi: http://dx.doi.org/10.1016/j.chb.2009.12.017
Shintaro, O., & Barwise, P. (2011). Has the time finally come for the medium of the future. Journal of Advertising Research, 51, 59-71.
Sweetser, K. D., Ahn, S. J., Golan, G. J., & Hochman, A. (2016). Native Advertising as a New Public Relations Tactic. American Behavioral Scientist, 60(12), 1442-1457. doi: 10.1177/0002764216660138
Schauster, E. E., Ferrucci, P., & Neill, M. S. (2016). Native Advertising Is the New Journalism: How Deception Affects Social Responsibility. American Behavioral Scientist, 60(12), 1408-1424. doi: 10.1177/0002764216660135
Tsang, M. M., Shu-Chun, H., & Ting-Peng, L. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
Taylor, C. R. (2009). The six principles of digital advertising. International Journal of Advertis
Thong, J. Y. L., Venkatesh, V., Xin, X., Se-Joon, H., & Kar Yan, T. (2011). Consumer acceptance of personal information and communication technology services. Engineering Management, IEEE Transactions on, 58(4), 613-625. doi: 10.1109/TEM.2010.2058851
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186.
Varshney, U., & Vetter, R. (2002). Mobile commerce: Framework, applications and networking Support. Mobile Networks and Applications, 7(3), 185-198. doi: 10.1023/A:1014570512129
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of intformaiton technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Van der Heijden, H. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315. doi: 10.1111/j.1540-5915.2008.00192.x
Viswanath Venkatesh, S. A. B., Likoebe M. Maruping, Hillol Bala. (2012). Consumer acceptance and use of information
technology: Extending the uninified theory of acceptance technology1. MIS Quarterly, 36(1), 157-178.
Varnali, K., Yilmaz, C., & Toker, A. (2012). Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment. Electronic Commerce Research and Applications, 11(6), 570-581. doi: http://dx.doi.org/10.1016/j.elerap.2012.08.002
Wu, G. (2005). The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude toward the Website. Journal of Interactive Advertising, 5(2), N.PAG.
Wertime, K., & Fenwick, I. (2007). DigiMarketing: The Essential Guide to New Media and Digital Marketing.
Wong, C.-H., Tan, G. W.-H., Tan, B.-I., & Ooi, K.-B. (2015). Mobile advertising: The changing landscape of the advertising industry. Telematics and Informatics, 32(4), 720-734. doi: http://dx.doi.org/10.1016/j.tele.2015.03.003
Varnali, K., Yilmaz, C., & Toker, A. (2012). Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment. Electronic Commerce Research and Applications, 11(6), 570-581. doi: http://dx.doi.org/10.1016/j.elerap.2012.08.002
Wong, C.-H., Tan, G. W.-H., Tan, B.-I., & Ooi, K.-B. (2015). Mobile advertising: The changing landscape of the advertising industry. Telematics and Informatics, 32(4), 720-734. doi: http://dx.doi.org/10.1016/j.tele.2015.03.003
Wu, G. (2005). The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude toward the Website. Journal of Interactive Advertising, 5(2), N.PAG.
Wu, Y.L., Tao, Y.H., Yang, P.C.(2007). Using UTAUT to explore the behavior of 3G mobile communication users. IEEE International Conference on Industrial
Engineering and Engineering Management,2(4), 199–203.
Wojdynski, B. W., & Evans, N. J. (2016). Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising, 45(2), 157-168. doi: 10.1080/00913367.2015.1115380
Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345-1352. doi: http://dx.doi.org/10.1016/j.jbusres.2012.02.035
Zhang, J., & Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology and Marketing, 25(8), 787-805. doi: 10.1002/mar.20239

三、網路部分
Fred Wilson, (2012, Sep).Online media, marketing, and advertising [Online conference]. Retrueved from http://nativeadvertising.com/infographic-native-advertisings-3rd-birthday-something-celebrate/
Facebook, (2016, March). The future of mobile advertising is native [Online forum comment]. Retrieved from https://scontent-tpe1-1.xx.fbcdn.net/v/t39.2365-6/12427056_897682517015706_590297266_n.pdf?oh=ff38490a31418c4c1945116665e24f7a&oe=596B63F2
Greenberg, D. (2012, June 30). A Framework For The $10B +Native Advertising
Marketing [Online forum comment]. Retrieved from http://techcrunch.com/2012/06/30/a-framework-for-the-10b-native-advertising-market/
Internet Advertising Bureau. (2013). The native advertising playbook. Retrieved from
https://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf
Mobile Marketing Association. (2009, Nov 17). MMA Updates definition of mobile marketing. Retrieved from http://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing
Mobile Marketing Association. (2016). MMA Mobile native advertising committee. Retrived from http://www.mmaglobal.com/files/documents/mma_mobile_native_advertising_best_practices_final.pdf
Open Mobile Alliance. (2001, July). Wireless Application Protocol Architecture specification. Retrieved from http://www.openmobilealliance.org/tech/affiliates/wap/wap-210-waparch-20010712-a.pdf
Wojdynski, B. W. (2016, Sep). Native Advertising: Engagement, Deception, and Implications for Theory [ResearchGate]. Retrieved from https://www.researchgate.net/publication/281972887_Native_Advertising_Engagement_Deception_and_Implications_for_Theory
Yahoo！(民101年6月28日)。Yahoo奇摩原生廣告將您的廣告無縫的與內容結合。Yahoo，取自http://yahoo-emarketing.tumblr.com/post/128694073311/0628edm
資策會FIND（民103年2月17日）。台灣關鍵廣告主媒體廣告市場規模上看360億元。資策會FINE，取自http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1498&fm_sqno=14
創市際市場顧問公司（2014a年7月15日）。社群服務調查暨臺灣社群相關網站
使用概況市場調查。2014年12月7日，取自：http://news.ixresearch.com/?p=7549