使用者原創廣告對口碑意圖之影響-以關係強度為干擾變數

The impact of user-generated advertising on world of mouth intention： the moderating effects of tie strength

陳務緯(Wu-Wei Chen)

指導教授 ： 蔡瑤昇 ； 廖森貴

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2013年)

摘要

近年來企業透過舉辦比賽吸引民眾原創關於企業的廣告影片，這些使用者原創廣告類似網路口碑的效果，但企業主卻不了解瀏覽者觀賞廣告後的態度，故本研究探討不同類型使用者原創廣告對瀏覽者口碑意圖之影響，並加入關係強度為干擾變數。
本研究採用二因子實驗設計法，對使用者原創廣告（自發性與廠商鼓勵）與關係強度（高與低）加以操弄，採用廣告以范曉萱歌曲「管他甚麼音樂」為主題，並以便利抽樣方式，共取得有效樣本216份（93.9%）；研究結果顯不同類型使用者原創廣告會影響瀏覽者口碑意圖，關係強度在廣告與瀏覽者口碑意圖之間具有干擾效果，當關係強度高時，接收者會忽略原創者影片創作動機進行口碑傳遞。

關鍵字

使用者原創廣告 ； 關係強度 ； 口碑意圖

並列摘要

In recent years, corporations hold the contests that attracted people create about corporate advertising. Those user-generated advertising is similar to the effect of word of mouth. However, business owners do not understand the viewer's attitude after watching the advertising. This study investigated the spontaneous creation and manufacturers to encourage creativity on the viewer's world of mouth intention, and exploring how the tie strength impact world-of-mouth intention.
The research is based on two factors experimental design using user-generated advertising and tie strength to explore the effects. Video’s theme is Mavis Fan’s "Who cares what music." In addition, the research used convenient sampling to get effective samples 213 questionnaires. The results show that advertising creator’s creative motivation has significant effect on world-of-mouth intention. The tie strength has moderating effect between user-generated video and world-of-mouth intentions. When the tie strength is high, the receiver will ignore creator’s creative motivation.

並列關鍵字

user-generated advertising ； tie strength ； world-of-mouth intention

參考文獻

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