Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers. The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water. The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted. The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.

在行動裝置當道的社會中，行動廣告已成為業者進行產品推廣的新管道。根據過去文獻指出資訊性、娛樂性、干擾性、可信性皆會影響行動廣告效果，但對於加入適時適地性特質的行動廣告較少多加著墨。因此，本研究以Brackett and Carr (2001)提出的廣告態度模型為基礎，旨在探討行動廣告之定位性與即時性此兩特性對行動廣告效果的影響。本研究採量化分析，透過網路發放問卷，有效樣本共480份，研究中以SPSS與Smart PLS軟體進行結構方程模式分析。 研究結果發現，廣告前因之資訊性與娛樂性同屬一構面，本研究將此構面命名為「資訊娛樂性」。當資訊娛樂性越高時，則可信性越高，廣告效果越佳。但當資訊娛樂性越高時，消費者會覺得廣告帶給他越干擾的感覺。其次，在行動特性的影響之下，定位性與即時性對資訊娛樂性和干擾性有交互作用，表示具定位性與即時性的行動廣告確實會對消費者產生影響力。第三，廣告認知反應中只有可信性對行動廣告效果產生影響，干擾性不會影響行動廣告效果，當可信性越高，則行動廣告效果越正面。最後，資訊娛樂性確實會直接影廣告效果，且資訊娛樂性越高，則消費者對行動廣告的態度、廣告中產品的品牌態度及產品的購買意願都會越高。本研究之結果期望能提供學術界與實務界在行動廣告相關研究，及行動廣告設計與規劃運用之參考。