擬社會互動與擔保理論對Instagram品牌粉絲專頁的廣告效果之影響

Instagram不僅是當代重要的社交平台，亦為消費者日常接收商業資訊的管道之一。近年來，許多企業紛紛在該平台創建品牌社群，為的就是搶攻商機，吸引消費者目光。此現象引發研究者欲進一步暸解Instagram品牌社群的運營之道，即探究不同方向的經營模式將如何影響其廣告效果。奠基在擬社會互動、擔保理論的理論基礎上，本研究認為品牌社群若能提升擬社會互動，並降低對用戶生成內容的傳播控制，將有助於讓用戶抱持正面的品牌態度。本研究提出2（擬社會互動程度：高vs.低）x2（感知道的傳播控制：有vs.無）的實驗，以此觀察實驗參與者在不同的情境下，對品牌的評論會有何區別。研究結果顯示，擬社會互動程度對於品牌態度、購買意圖、品牌忠誠度、粉絲專頁再訪意圖的影響均達到顯著，但傳播控制對於擬社會互動程度與品牌態度的調節效果則不顯著。

關鍵字

Instagram ；品牌社群；擬社會互動；擔保理論

並列摘要

Instagram has become the important field for exchanging business information in recent years. Drawing upon the literature on parasocial interaction (PSI) theory and warranting theory, this study investigated the effects of customer-brand relationship on a brand page in the digital business environment. A survey based empirical study with 352 respondents was conducted. The results show that a brand page in the high PSI condition established on Instagram have positive effects on brand attitude, buy intention, brand loyalty, and revisit intention. However, moderating effects of perceived dissemination control were not statistically significant.

並列關鍵字

Instagram ； brand community ； parasocial interaction theory ； warranting theory

參考文獻

一、英文文獻

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國際替代計量

擬社會互動與擔保理論對Instagram品牌粉絲專頁的廣告效果之影響

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