近年來行動電話用戶數快速增加，加上其具有貼近消費者與提供個人化服務之特性，使許多廠商將簡訊視為宣傳媒體之ㄧ。目前國內外業界應用純文字廣告簡訊已愈來愈普及，但過去簡訊領域之相關研究，著重於探討簡訊與促銷活動、媒體間的搭配，對消費者的廣告態度與廣告效果之影響，並未探討簡訊類型運用所產生之廣告效果；若廠商了解此訊息，即可將行銷成本做有效地運用。因此，本研究擬探討純文字廣告簡訊類型及其產生的廣告效果。
本研究以實驗設計法、單因子變異數分析及均數差分析來探討「不同內容訴求的純文字廣告簡訊」及「廣告效果」的關係。研究結果如下所述。
不同內容訴求的純文字廣告簡訊，其廣告效果：
1.在訊息回憶度方面，無顯著差異；
2.在廣告認知方面，有顯著差異，其中「商品促銷資訊訴求」優於「企業形象訴求」之廣告簡訊；
3.在廣告態度方面，有顯著差異，其中「商品促銷資訊訴求」及「商品資訊情報訴求」優於「企業形象訴求」，「商品促銷資訊訴求」亦優於「維繫顧客關係訴求」；
4.在品牌態度方面，有顯著差異，其中「商品促銷資訊訴求」、「商品資訊情報訴求」及「維繫顧客關係訴求」皆優於「企業形象訴求」；
5.在購買意願方面，有顯著差異，其中「商品促銷資訊訴求」及「商品資訊情報訴求」優於「企業形象訴求」，「商品促銷資訊訴求」亦優於「維繫顧客關係訴求」；
6.在廣告總效果方面，有顯著差異，其中「商品促銷資訊訴求」及「商品資訊情報訴求」優於「企業形象訴求」，「商品促銷資訊訴求」亦優於「維繫顧客關係訴求」。
本研究依研究結果，並整理行銷學中產品生命週期、購買者投入程度與品牌差異程度、廠商是否擁有品牌、行銷活動的長短期及不同的顧客流程，對業者提出實際應用之建議，以做為當前及未來簡訊行銷策略規劃之參考。

The number of mobile phone’s user increases fast in recent years, and it is close to consumers and can offer individual service. Therefore, many companies use it to be one of promotion medium. Nowadays, more and more companies use short message service to promote their products, but there is no academic study to investigate types of short message services on advertising effects. Consequently, this study is discussed in experimental designs and one-way ANOVA to investigate the relationship between types of SMS and advertising effects.
Here comes the results of study as follows :
1.No matter the type of SMS, there is no difference on memory of the advertisement.
2.There is a difference on advertising cognition, attitude toward the advertisement, attitude toward the brand, purchase intention and advertising effect.
Finally, we verify these hypotheses by experimental design to develop the conclusion and practical suggestion.

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