資通訊科技及行動裝置朝向寬頻、寬螢發展；社群網站成為行動裝置使用者主要瀏覽網站的趨勢，行動廣告及社交廣告受到廣告界的高度重視。本研究探討：行動裝置使用者點擊Facebook「動態消息」中的內容式廣告貼文連結外部網頁，對於網頁中展示型廣告的廣告態度、廣告規避，以及廣告對於閱聽者的廣告溝通效果。完成（一）探討Facebook使用者對於不同訊息來源的內容式廣告的點擊連結意願；（二）了解Facebook使用者對於外部網頁的展示型廣告的廣告態度；（三）分析廣告態度對於再次點擊意願的影響、廣告態度與廣告溝通效果、廣告態度與廣告規避的相關性；（四）探討行動網頁展示型廣告對Facebook使用者的廣告溝通效果。
　　
　　本研究採問卷調查、量化分析，研究顯示：（一）點擊內容式廣告的意願高低依序是社群分享內容式、訂閱內容式、推薦內容式廣告；（二）在學的青少年點擊內容式廣告的意願較高，對於展示型廣告有較強烈的負面廣告態度及廣告規避行為。（三）行動Facebook的高度使用者及較有瀏覽購物資訊習慣者的點擊內容式廣告意願較高，展示型廣告對其溝通效果也較佳；（四）正向廣告態度對廣告溝通效果有很大的影響；（五）負面廣告態度愈強烈，則愈有廣告規避作為；（六）展示型廣告引起閱聽者注意及興趣的效果不差，但是整體的廣告溝通效果不佳。
　
　　本研究提出三點建議：（一）展示型廣告的格式及投放應該朝更能引起閱聽者注意、感興趣的方式設計；（二）經由社交廣告中介而提升網頁展示型廣告溝通效果之商業模式，應契合社群網站使用者特性、喜愛及習慣；（三）研究社交廣告投放的最佳搭配模式，即探討結合事件行銷、有效運用付費、免付費曝光方式，善用社群簇擁效果的廣告方式。

　　Social networking websites have become the main browsing sites for mobile device users while mobile advertising and social network advertising are drawing high attentionfrom the advertising industry. The study probes into the mobile device users clicking on the content advertising posts on Facebook “newsfeed” connecting to external websites, and the communication effectiveness of advertising from the attitudes towards advertising, advertising avoidance and advertising on readers in website display advertising.

　　The study adopts questionnaire survey and quantitative analysis. The results of study show the follows: (1)The intention for pay per click content advertising sorted in descending order is social network shared contexts, context subscription, and recommended contextual advertising. (2) Students enrolled in schools show high intention in pay per click contextual advertising, and stronger negative attitude toward advertising and advertising avoidance for display advertising. (3) Active mobile Facebook users and users with more shopping and information browsing habits show higher intention in content advertising, while the communication effectiveness of display advertising also has better effect on them. (4) Positive attitude toward advertising has greater influence on the commination effectiveness of advertising. (5) Stronger negative attitude toward advertising will lead to more advertising avoidance. (6) The effectiveness of display advertising on drawing attention and interests from readers is fair, however the overall communication effectiveness of advertising is rather poor.

　　The study proposes three suggestions: (1) The format and projection of display advertising should be designed with more interesting methods to draw more attention from readers. (2) The improvement on the commercial model of communication effectiveness in website display advertising through social network advertising will require the incorporation of user characteristics, preference and habits. (3) The best cooperation model for projection of social network advertising is to analyze the advertising method of social network clustering effect through the integration of event marketing, effective payment use and free exposure.

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