隨著應用程式的下載量逐年上升，許多廣告代理商及品牌注意到應用程式的廣泛覆蓋與用戶深度參與，使其成為重要行銷渠道，應用程式提供更好的廣告價值、流程體驗、設計質量和品牌知名度。過去研究多以行動廣告的形式探討廣告效果，並集中討論消費者對不同廣告呈現型式、廣告位置等因素的廣告態度、廣告效果，不同行動廣告曝光管道是否對廣告負面情緒及廣告效果產生影響是鮮少著墨的議題。

本研究以 Figma 設計實作情境並採問卷調查法探討應用程式及行動網頁兩種廣告曝光管道的負面情緒對廣告效果之影響，探討消費者的負面情緒(知覺侵擾、廣告惱怒)在 APP 及 Web 的情境之下，是否會對廣告效果(廣告注意、廣告態度及廣告記憶)產生不同影響。

研究結果顯示，APP 及 Web 的情境之下，知覺侵擾對廣告惱怒皆有顯著的正向影響。然而，此兩種廣告曝光管道對於知覺侵擾及廣告惱怒不存在調節效果， 對廣告效果之影響亦不同。藉此提出對行動廣告商及發佈商的廣告建置建議。

As the annual download volume of applications continues to rise, many advertising agencies and brands have recognized the extensive coverage and deep user engagement of applications, making them an important marketing channel. Applications offer better advertising value, process experience, design quality, and brand awareness. Previous research has mainly explored advertising effects in the form of mobile advertising and focused on consumer attitudes towards different advertising presentation formats, advertising placements, and the impact of different mobile advertising exposure channels on advertising attitudes and effectiveness, with little attention given to the influence of negative emotions on advertising outcomes.

This study uses Figma to design practical scenarios and employs a questionnaire survey method to investigate the impact of negative emotions on advertising outcomes through two advertising exposure channels: mobile applications and mobile web pages. It explores whether consumer negative emotions (perceived intrusion, advertising irritation) in the context of apps and web pages have different effects on advertising outcomes (advertising attention, advertising attitude, and advertising memory).

The results of the study show that in both app and web contexts, perceived intrusion has a significant positive impact on advertising irritation. However, there is no moderating effect of these two advertising exposure channels on perceived intrusion and advertising irritation, and their impact on advertising outcomes is also different. This study provides advertising construction recommendations for mobile advertisers and publishers based on these findings.

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