社交廣告類型在社交廣告知覺對消費行為意圖影響之差異探討－以網路紅人廣告資訊為例

社群網站使用的特性，廣告類型已經有不同的變化，且廣告商已將大量廣告移轉至社群網站，過去傳統廣告通常將廣告內容直接呈現的「非」原生廣告，已經被注重廣告策略的原生廣告所取代。現今某些網路使用者或團體運用社群網站的使用特性，將其生活行為、才藝表演或言論主張在社群網路廣泛流傳，成為社群網路上眾人爭相點閱的關注者，便是「網路紅人」，接著網路使用者因被這些網路紅人的廣告資訊所影響，產生點擊、按讚、分享、討論，甚至購買其推銷之產品等消費行為意圖產生。但要在這資訊爆炸的網路世界，引起網路使用者的關注，勢必是業者需要不斷思考改進的地方。本研究以網路問卷調查方式進行，採五點李克特尺度量表衡量，主要研究對象以使用過社群網站及在社群看過「網路紅人」的網路使用者為研究田野，並將廣告類型分為「原生廣告」及「非原生廣告」，探討不同的社交廣告類型在社交廣告知覺與消費行為意圖中是否有影響及差異。本研究分析結果顯示：（1）社交廣告知覺對消費行為意圖有正向影響、（2）不同社交廣告類型會對社交廣告知覺與消費行為意圖產生差異。

關鍵字

社交廣告類型；社交廣告知覺；消費行為意圖

並列摘要

Different types of advertisings have changed, advertisers have move a large amount of ads to the social networking sites, and has been replaced by a native ad focusing on advertising tactics by the characteristics of community websites. Some Internet users, organizations or business use the characteristics of community sites to share their life, show or speech on community sites to attract Internet users browse. When more and more Internet users browsed them, finally they become ＂Internet celebrity＂. The intended purchase product occurs for the Internet celebrities' information and theirs internet behaviors as click, like, share, discuss etc. Businesses need to think about improvement continuously how cause Internet users' attention in the information explosion in the Internet world. A web-based questionnaire survey was conducted based on the research model. The survey, which contained 5-point Likert scale items, and fuscous tow type about Native advertisings and ＂non＂ native advertisings explore social advertising whether different types of influence and difference in social advertising perception and behavior intention. A questionnaire is collating Community website users and contact Internet celebrity. Results are listed as follows: (1) Social Media Advertising have positive effects on Behavioral intentions. (2) There are difference effects between social Media Advertising and Behavioral intentions by Social Advertising Types (Native Advertising, Non Native Advertising).