探討臉書口碑的效果：以自我建構作為調節變數

隨著使用人口的增長，社群網站逐漸成為重要的廣告傳播管道之一，社群成員可以透過簡單地按讚將廣告發送給其他成員。本研究探討廣告在臉書上傳播的效果，是否會因為接收訊息者本身自我認知不同、網路評價的差異或是廣告傳播者的不同，使接收訊息者對廣告有不同的態度和行為。而源自心理學中的自我建構(獨立我 vs.相依我)便是指個體如何理解個人與他人的關係:「獨立我」的人渴望表達出個人的獨特性；而「相依我」的人則將自我視為一個社會團體當中的一份子。因此我們檢驗自我建構(self-construal)、網路正負評價和傳播者與接收者之連結強度(tie strength)三個因素對廣告點選意願、廣告態度、產品態度和購買意願的影響，並進一步探討自我建構是否調節網路評價和連結強度的效應。本研究實驗設計分別採用2(網路評價：正面/負面) × 2(自我建構：相依我/獨立我)受測者間因子實驗設計，以及2(連結強度：強連結/弱連結) × 2(自我建構：相依我/獨立我)受測者間因子實驗設計。實證結果顯示，自我建構對網路評價的效應有正向的調節效果；其中，當接收者為相依我時，網路評價的效應更為顯著。此外，自我建構對連結強度的效應亦有調節效果；對相依我的人來說，強連結對產品態度和購買意願的影響會高於弱連結；而對於獨立我的人來說，強連結對產品態度和購買意願的影響會低於弱連結。此研究結果有效協助臉書廣告商對於個人化行銷策略的制定。

關鍵字

連結強度；自我建構；廣告態度；購買意願；社群網站；網路行銷

並列摘要

With the growing user base of social network sites, social network sites become an important channel of advertising. Website members can easily spread ads to other members by clicking the “like” button. This study explored factors that influenced the effects of ads on Facebook. Receivers might generate different attitudes and behaviors toward the ad due to their different self-construals, different types of advertising review and different senders. Self-construal (independent self-construal vs. interdependent self-construal) refers to how individuals understand the relationship between others and self: the independent self-construal individuals usually strive to express their uniqueness while the interdependent self-construal individuals see themselves as a part of a social group. Therefore, we examined how self-construal, directions of EWOM, and ties strength affect our dependent variables: intention to click, attitude toward the ad, product attitude, and purchase intention on Facebook. Furthermore, we also explore whether self-construal moderates the effects of directions of EWOM and ties strength. Experiments were conducted with a 2(directions of EWOM: positive/negative) × 2(self-construal: interdependent/independent) and a 2(ties strength: strong tie/weak tie) × 2(self-construal: interdependent/independent) between subjects respectively. The empirical results revealed that the effects of directions of EWOM are positively moderated by self-construal such that directions of EWOM work better for interdependent individuals than independent ones. Besides, the effects of ties strength are also moderated by self-construal. For interdependent individuals, strong ties have stronger impact on product attitude and purchase intention than weak ties; whereas for independent ones, weak ties have stronger impact on product attitude and purchase intention. The findings of this study help advertisers develop personalized marketing strategies on Facebook.

並列關鍵字

Ties strength ； self-construal ； attitude toward the ad ； purchase intention ； social network site ； Internet marketing

參考文獻

Agrawal, N., & Maheswaran, D. (2005). The effects of self‐construal and commitment on persuasion. Journal of Consumer Research, 31(4), 841-849.

Andreas M. Kaplan , Michael Haenlein (2010) Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, 53, 59—68

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探討臉書口碑的效果：以自我建構作為調節變數

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