隨著行動通訊技術的日益進步，廣告呈現方式逐漸從傳統廣告和網路廣告演變成以手機、平板電腦等行動終端設備來傳達廣告訊息的新樣貌，行動廣告已經成為傳達廣告訊息的新媒介，且全球各地區行動廣告帶來的營收也逐年的攀升中。大多數學者以歐美國家為主要背景來討論行動廣告對消費者行為影響，少數以台灣地區來做探討。因此本研究以計畫行為理論(TPB)來探討行動廣告對消費者購買行為意圖及實際行為之影響，另結合衝動性購買(IB)這個非計畫行為，除了用以增進計畫行為理論此模型之解釋力，並且檢定使用行動廣告下，衝動性購買與消費者購買實際行為之關係。

本研究使用問卷調查法進行資料的蒐集，共取得150份有效問卷，使用AMOS與SPSS來進行結構方程模式分析，以檢驗本研究模型適配度與驗證假設，並藉由此研究結果提出實務建議供業者參考。研究結果有以下幾點：(1)消費者使用行動廣告之態度會正向影響購買的行為意圖。(2)消費者使用行動廣告之主觀規範會正向影響購買的行為意圖。(3)消費者使用行動廣告之知覺行為控制會正向影響購買的行為意圖。(4)消費者使用行動廣告之行為意圖會正向影響購買的實際行為。(5)消費者使用行動廣告之衝動性購買會正向影響購買的實際行為。(6)消費者使用行動廣告之知覺行為控制會正向影響購買的主觀規範。

With the increased progress of mobile communication technology. The advertising presentation gradually evolved from traditional advertising and Internet advertising to convey advertising messages to mobile phones, tablet personal computer and other mobile devices. Mobile advertising has become a new medium to convey advertising messages and global mobile advertise revenue each year. Most of the researchers in Europe and the United States as the main background to discuss the impact of mobile advertising on consumer behavior, seldom discussed in Taiwan. In this study, theory of planned behavior (TPB) to discuss mobile advertising on consumers behavior, another combination of impulse buying (IB) of unplanned behavior, in addition to promoting the theory of planned behavior explanatory power of the model, and test using of mobile advertising, the relationship between the impulse buying and actual behavior of consumers.

This study used questionnaire survey collected 150 valid questionnaires. To using AMOS and SPSS for structural equation modeling analysis to verify the research model fit and test hypotheses and findings practice recommendations for the business reference. The conclusions of this study are the following: (1) Consumers use mobile advertising attitude will positively affect the behavioral intention to purchase. (2) Consumers use mobile advertising subjective norm positive influence on purchase behavior intention. (3) Consumers to use mobile advertising perceived behavioral control will positively influence on purchase behavior intention. (4) Consumers use mobile advertising behavioral intentions will positively affect the actual purchase behavior. (5) Consumers using mobile advertising impulse buying will positively affect the actual purchase behavior. (6) Consumers to use mobile advertising perceived behavioral control will positively affect the purchase of subjective norm.

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