- 學位論文
Instagram推播廣告：資訊隱私顧慮、廣告價值對消費行為的影響
Push Advertising on Instagram：The Impacts of Information Privacy Concerns and Advertising Values on Consumer Behavior
摘要
在社群軟體Instagram中，大量商業推播廣告嵌入在限時動態和好友貼文中。推播廣告通過追蹤用戶的瀏覽行為和地理位置，實現個人化廣告的精準推送。但大數據追蹤卻給用戶帶來了一定的資訊隱私顧慮。此外，Instagram打造各式濾鏡，拓展廣告形式，旨在提高廣告價值，吸引用戶的注意。在網路時代，消費者的線上消費行為呈現AISAS模式，包含注意、興趣、搜尋、行動和分享五個層面。本研究探討Instagram用戶使用習慣、資訊隱私顧慮和廣告價值，對用戶線上消費行為模式的影響。 本研究採用問卷調查法，通過網路蒐集有效樣本485份。研究顯示，愈具備Instagram使用習慣的用戶，更可能通過Instagram廣告消費。資訊隱私顧慮高，則對廣告的興趣、行動、分享意願降低，但對注意與搜尋沒有影響力。具備積極價值的廣告鼓勵消費行為，而具備消極價值的廣告降低消費興趣，但不影響注意、搜尋、行動和分享等層面。此外，資訊隱私顧慮降低廣告的積極價值，卻使廣告的消極價值提高。
並列摘要
On the social media platform Instagram, a lot of push advertisements are embedded in stories ads and friends' posts. Push advertisements enable accurate push of personalized advertisements by tracking users' online behavior and geographic location. But big data tracking has brought information privacy concerns to users. In addition, Instagram has created various filters and expanded advertising formats to increase the value of advertising and attract users' attention. An AISAS model, including attention, interest, search, action, and sharing, attempts to explain the process under which consumers engage in online consumption behavior. This study explores the influence of Instagram users' habits, information privacy concerns, and advertising values on online consumption behavior patterns. This study uses an online survey and collected 485 complete questionnaires. Studies have shown that usage habits are partially positively correlated with consumer behavior in push advertising. Information privacy concerns negatively affect the interest, action, and share of advertisements, but have no influence on attention and search. Advertising with positive value encourages consumer behavior, while advertising with negative value reduces consumer interest, but does not affect attention, search, action, and sharing. In addition, information privacy concerns reduce the positive value of advertising, but increase the negative value of advertising.
參考文獻
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