手機簡訊廣告已成為繼報紙、廣播、電視、網路以外的第五媒體，廠商紛紛利用此一最
新途徑，進行低成本且快速的行銷溝通。本研究嘗試將文字簡訊做為前導廣告的傳播媒
介，以消費者的好奇心為研究焦點，探討品牌熟悉度、廣告互動性、個人化程度、誘因
等可能好奇線索，如何影響消費者的資訊缺口及好奇反應。實驗結果發現：(1) 品牌熟
悉度、互動性可增加消費者「已知道」資訊量、縮小資訊缺口；(2) 個人化程度、誘因
正向影響消費者「想知道」資訊量，惟只有個人化程度可明顯擴大資訊缺口；(3) 消費
者的資訊缺口與好奇反應間呈現倒U 關係，中度缺口，相較於高度、低度缺口，可產生
較強烈的好奇，另外，高度和高高度缺口，所產生的好奇反應相近。

Mobile advertising has become the fifth media following newspapers, radio, TV, and the
Internet. It provides companies and ad agencies with a new channel for low-cost and quick
marketing communication. This study delivers a teaser ad via mobile Short Message Service
(SMS), also referred to as text messaging, to test whether mobile advertising is an effective
channel for teaser advertising. The authors focus on the construct of consumer curiosity and
conduct two experiments to investigate the effects of possible curiosity clues, including
brand familiarity, ad interactivity, the degree of personalization, and incentives, on the
curious responses of consumers. The experimental results reveal the following. (1) Brand
familiarity and ad interactivity positively affect “what people already know,” thus reducing
the information gap. (2) The degree of personalization and incentives in ads have a positive
impact on “what people want to know”; however, only the former clearly expands the
information gap. (3) The size of information gap and curiosity intensity have an inverted-U
relationship. A medium-sized information gap could lead to greater curiosity than a big-sized
or a small-sized gap. Moreover, big-sized and bigger-sized information gaps generate similar
curious responses. The implication of these and other findings are discussed.