社群網站廣告訴求對廣告效果之影響－以旅行社Facebook為例

A Study on Advertising Appeals to Advertising Effects for Social Networking: A Case of Travel Agency's Facebook

周瑋婷(Wei-ting Chou) ； 黃裕智(Yu-Chih Huang) ； 湯幸芬(Hsing-fen Tang)

《休閒產業與健康促進學術研討會》 2017 (2017/06) Pp. 155-165

摘要

社群網站的興起，在網路市場行銷上扮演著重要角色。過去有部分學者針對Facebook的廣告效果做研究，然而這些研究中鮮少是針對旅行社業者相關。本研究探討旅行社Facebook網頁的廣告效果，並藉由理性與感性的不同廣告訴求操作下，對於廣告態度、品牌態度及行為意圖之影響。本研究以實驗設計法的方式進行，選定加利利旅行社的Facebook網頁做為廣告訴求比較之設定對象。從該旅行社的Facebook貼文中選出理性與感性訴求貼文各三則，由受試者看完其中一類之貼文後填寫網路問卷。受試對象為國立臺北護理健康大學學生及網路Facebook使用者，共收取樣本491份、有效樣本460份。結果顯示，理性與感性訴求對於廣告態度、品牌態度及行為意圖之間的影響並無顯著差異，並進一步探討可能之原因為何，提供給旅行社在未來的社群網站設計上之參考。

關鍵字

社群網站 ； 廣告效果 ； 廣告訴求 ； 廣告態度 ； 品牌態度 ； 行為意圖

並列摘要

Social networks have been used for advertising in the past decade. Many travel agencies also utilize social networks in order to lower their marketing budget, while the advertising effectiveness is uncertain. The current study is exploring how the two types of advertising appeals: rational and emotional, would affect the advertising effectiveness on the facebook web pages of travel agencies, in cluding the attitudes of advertising, brand attitude and behavioral intentions. The experiment method was employed in this research. Three advertising posts of rational and emotional appeals are chosen respectively. Participants recruited from NTUNHS and facebook users were asked to view one of the appeal types before responding to the questionnaire. The semantic differential scale and Likert scale were used for measuring the attitudes of advertising, brand attitude and behavioral intentions. The result showed that there have no significant effect between advertising appeals and the attitudes of advertising, neither do the brand attitude and behavioral intentions.

並列關鍵字

social network ； advertising appeals ； advertising effectiveness ； attitude toward the advertisement ； brand attitude ； behavior intention