應用資訊採用模式探討社群網站之廣告效果

Appling the information adoption model to explore the advertising effectiveness of social networking sites

陳素雯 ； 李明錡

《NCS 2019 全國計算機會議》 2019 (2019/11) Pp. 294-299

https://doi.org/10.6927/NCS.201911.0059

摘要

隨著社群媒體使用者的快速成長，社群媒體在電子商務中扮演著重要的角色。雖然，Instagram已成為使用人數成長最快的社群網站，但過去却較少有研究探討Instagram的社群廣告效果。本研究應用資訊採用模型（Information adoption model）發展出具有理論基礎的研究架構，以探討社群網站上廣告貼文的論點品質與來源可信度是否會影響用戶的廣告態度與購買意願。本研究以Instagram使用者為主要研究對象，採用2（論點品質）X2（來源可信度）實驗設計的方式進行調查。研究結果顯示Instagram上廣告貼文的論點品質與來源可信度皆會正向影響使用者的廣告態度，進而影響購買意願。但相較於來源可信度而言，論點品質對廣告態度之影響力較大。研究結果可以提供給社群商務的經營管理者做為參考依據，以提升用戶的廣告態度和購買意願。

關鍵字

資訊採用模型 ； 論點品質 ； 來源可信度 ； 廣告態度 ； 購買意願

並列摘要

With the rapid growth of social media users, social media play an important role in e-commerce. Although Instagram has become the fastest-growing community of social networking sites, there are few studies investigating factors that influence the effectiveness of Instagram's community advertising. This study develops a theoretical research framework based on Information adoption model (IAM) to explore whether argument quality and source credibility of advertising posts on social networking sites affect user's advertising attitude, which in turn affects purchase intention. This study takes Instagram users as the research object and adopts the 2 (argument quality) X2 (source credibility) experimental design. The results indicate that argument quality and sources credibility of advertising posts on Instagram positively affect the user's advertising attitude, which in turn affects purchase intention. However, compared with the source credibility, argument quality has a greater influence on the advertising attitude. The results of this study can be used as an important reference for business managers in social commerce to enhance the user's advertising attitude and purchase intention.

並列關鍵字

Information adoption model ； Argument quality ； Sources credibility ； Advertising attitude ； Purchase intention