品牌贊助式貼文與影響者贊助式貼文對購買意圖之影響─以Instagram為例

在科技日漸興盛的情況下，人們除了從網路中獲得需要的資訊，社群媒體的使用情形也大幅提升，其中年輕族群的消費力也已不容小覷。Instagram改變了許多年輕使用者使用社群媒體的習慣，也讓使用者同時為消費者的角色，企業品牌更加看中社群媒體帶來的廣告效益。因此本研究以Instagram中的贊助式廣告作為探討對象，進一步了解在同一產品情況下，原產品貼文、品牌贊助式貼文或是影響者贊助式貼文，是否對於消費者在購買意圖上產生差異，並討論廣告知覺價值的中介效果。本研究採用問卷發放方式，透過兩種問卷，得出三種結果，包含：產品廣告(原產品敘述、品牌贊助式貼文、影響者贊助式貼文) x 有無贊助式廣告，透過網路進行問卷發放，品牌贊助式貼文及影響者贊助式貼文各收得161份問卷，總計322份問卷。研究結果發現，贊助式廣告相對原產品貼文，確實會有較高的購買意圖：因贊助式貼文中的照片經過特殊處理，文字用詞則經過編輯理，因此更符合社群用戶的需求。另外，贊助式廣告、廣告知覺價值及購買意圖之影響可以發現：〈1〉品牌贊助式貼文擁有正向娛樂性及可信性，並產生購買意圖。〈2〉影響者贊助式貼文擁有正向可信性，並產生購買意圖。

關鍵字

Instagram贊助式廣告；廣告知覺價值；購買意圖

並列摘要

Due to the new technological advances, people can acquire information anywhere, especially on social media. In recent years, Instagram has become an important social media platform, where brands try to set up advertisements to get a better advertising effect; moreover, to make members become customers. Therefore, this study will examine how different the source sponsored posts (i.e., a brand post and an influencer post) and original posts can influence customers’ purchase intention. The second goal is to show the mediation effect of advertising’s perceived value. In this study I conducted two kinds of online questionnaire survey with 3 factorial design (3:product advertisement: original post, brand post and influencer post) x 1 (whether they are sponsored or not) with 322 Instagram users as participants. The findings show that “sponsored” posts contribute to higher purchase intentions than original post because of the high quality images and the advertising message. Therefore, sponsored posts meet Instagram users’ requirements better. In addition, the effects of source sponsored posts, advertisement’s perceived value and purchase intention as follows: (1) Sponsored brand posts are more entertaining and credible and enhance purchase intention. (2) Sponsored influencer posts have better credibility and enhance purchase intention. Key words: sponsored posts, advertisement’s perceived value, purchase intention