由使用與滿足理論探討社群媒體用戶對原生廣告之態度

網路廣告行銷發展至今逾20年，從早期講求最大曝光效果的蓋版廣告，轉移至注重投放目標受眾的精準廣告，到現今追求訴求提升品牌價值、以用戶認同為主的原生廣告，希望能夠降低廣告本身的商業訊息。而現今Google與Facebook成了分食網路廣告餅圖的兩大科技巨擘，故本研究以Facebook為研究樣本，希望能藉由理解使用者對Facebook使用動機，故以使用與滿足為理論基礎，進而去探討對平台上原生廣告態度之交互影響，並加入說服知識作為中介變項，以理解具備不同程度高低之用戶是否影響其對原生廣告之態度。本研究採用問卷調查法，共回收522份有效問卷。研究結果發現Facebook使用動機與廣告態度部分呈現正顯著相關。其中，社交動機與操控動機皆呈現正向顯著影響，唯有過程動機僅與原生廣告態度具備正顯著相關但未達顯著影響。此外，本研究亦發現說服知識與原生廣告態度之間為正向顯著相關性，且具備較高說服知識者對原生廣告態度較為負面。

關鍵字

社群媒體；原生廣告；使用與滿足；說服知識；廣告態度

並列摘要

This study adopts the uses and gratifications theory to examine the user’s motivation of using Facebook and also compares if different types of motivation would affect user’s attitudes toward native advertising. To look closely, this study also adopts persuasion knowledge as the modification factor to examine if users with different degrees of persuasion knowledge will react differently toward native advertising. This study employed online questionnaire survey to collect data, successfully obtaining 522 replies. The results implied that social motivation and agency-based motivation both have significant impacts on attitudes toward native advertising, but process motivation only has positive correlation without significant impacts on native advertising. Furthermore, the outcomes also show that user’s persuasion knowledges has significant impacts on advertising attitudes. This study aims to provide theoretical implications and practical suggestions.