近年來，隨著郵輪觀光產業的發展，有效的廣告效益去吸引顧客是郵輪公司重要課題之一。此文研究目的在從香港海事相關科系學生觀點，探討郵輪手機廣告之效益及其對於學生購買意願之影響。資料蒐集採問卷調查方式，來自153位香港海事相關科系的學生，應用探索式因素分析、驗證式因素分析及結構方程模式分析，研究分析結果得出「感性訴求」及「廣告創意」對於學生「郵輪偏向態度」有正向的影響，而學生「郵輪偏向態度」對於郵輪購買意願有正向的影響關係，此研究結果可提供郵輪手機廣告行銷實務上及理論研究上之參考。

Cruise tourism has become a popular and growing sector recently. An effective advertising is vital for cruise lines to attract customers. This study empirically examines the advertising effectiveness of mobile phone on increasing the purchase intention of potential customers for cruise service. Using data collected from questionnaire surveys from 153 maritime student in Hong Kong. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equational Model (SEM) have been conducted to test crucial factors and research hypotheses. Results indicated that emotional appeal and advertising creativity positively influences students, attitude toward cruise, whereas attitude toward cruise service positively influences the purchase intention of cruise services. This paper then provides both practical and theoretical implications for enhancing the cruise line advertising effectiveness on mobile phone marketing.