在移動裝置的普及下，消費者的行為模式也在發生著改變。許多廣告主逐漸將投資預算轉移到行動裝置上，傳統阻擋式廣告的侵擾，讓廣告阻擋程式下載量日益增多，原生廣告具有不打擾受眾的使用體驗和提供有意義內容的特點受到了廣告主的青睞，越來越多的行動廣告將改為原生廣告。現今已有眾多學者對行動廣告進行研究，但對於行動原生廣告及其廣告效果的實證研究仍在少數。
本研究通過對原生廣告定義的梳理，探討行動原生廣告的定義及其不同形式所造成的廣告效果差異。以使用行動裝置的使用族群作為研究對象，并使用問卷調查法進行資料蒐集，共回收303份有效問卷，并透過敘述性統計、信效度分析以及單因子變異數進行分析比對，最後根據所得之資料進行討論。經研究結果發現，不同形式的行動原生廣告對廣告效果具有顯著差異，其中不同形式的行動原生廣告對廣告認知和廣告態度具有顯著影響。
關鍵字：原生廣告、行動原生廣告、信息流、推薦工具、付費搜尋、廣告效果

With the popularity of mobile devices, consumers' behavior patterns are also changing. Many advertisers have gradually shifted their investment budgets to mobile devices. It is the intrusion of traditional blockade of advertising that has increased the download volume of ads blocking programs. However, the native ads have been favored by advertisers for their features that they do not disturb the audience's experience and provide meaningful content. More and more mobile ads will be changed to native ads. Nowadays, many scholars have researched mobile advertising, but there are few empirical studies on mobile advertising and advertising effectiveness.
This study examines the definition of native advertising and discusses the definition of mobile advertising and the differences in advertising effectiveness caused by different forms of advertising.Take the group who uses the mobile devices as a research object, and use questionnaires for data collection. And a total of 303 valid questionnaires were recovered, and through analysis of narrative statistics, reliability and validity analysis and single factor variance analysis. Finally, conduct discussion based on the information obtained. The study found that different forms of mobile advertising have significant differences in advertising effectiveness, and different forms of mobile advertising have a significant impact on advertising awareness and advertising attitude.

Keywords: Native Ads, Mobile Native Ads, In-Feeds Ad, Recommendation Widgets, Paid Search, Advertising Effectiveness

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