- 學位論文
Facebook原生廣告訊息價值對廣告效果之影響
The Effect of the Value of the Native Advertising Information in Facebook on Advertising Performance.
摘要
隨著網路快速的發展與智慧型手機的普遍化之下，許多人開始使用智慧型行動裝置來上網並使用不同的社群媒體平台，使行動廣告演變成新的形式，稱為原生廣告，這種廣告方式是以文字、圖片、影片等方式，巧妙地融入使用者的動態中，並運用特別或具有創意的標題來吸引使用者自主點閱，而不是用強迫他人的方式去點閱廣告。現在不只大企業看到行動行銷的風向球，連中小企業也注意到這種行銷廣告的成長趨勢，所以許多企業也開始增加對原生廣告的投資，這也成為廣告投放的主流。 而Facebook為台灣大眾熱愛使用的社群媒體之一，因此本研究旨在討論使用者對於在社群媒體Facebook上的原生廣告內容訊息價值，對於品牌形象、廣告態度與廣告效果的影響。本研究針對台灣Facebook使用者發放網路問卷，共收集有效問卷214份，並且使用SPSS 20.0系統來進行多元迴歸分析等方法進行假設檢定。 研究結果顯示: 原生廣告內容訊息價值對於品牌形象、廣告態度與廣告效果皆有正向顯著的影響，而且也發現實用性價值的廣告會促使使用者進行搜尋以及購買行為，享樂性價值的廣告則有助於使用者的分享行為。未來需要強化實用性價值的廣告內容，再結合享樂性價值的廣告內容，以達到最佳的廣告效果。 本研究的結果，可提供一個衡量原生廣告的實證模型，針對使用者在觀看原生廣告過後所產生的廣告效果，這也可以作為後續研究者的參考基礎，並且也提出幾項建議供企業及創業者進行社群行銷的原生廣告組合與執行策略做為決策依據。
並列摘要
With the rapid development of the internet and the generalization of smartphones, many people began to use different social media platforms, so that mobile advertising evolved into a new form, known as native advertising, In short, it will make you feel comfortable when you read it, and you will not find that you are reading the advertising in the form of advertising easily. This has also become the mainstream of advertising. Facebook is one of the social media that Taiwanese people love to use. Therefore, the purpose of this study is to discuss the impact of the user on the value of the native advertising information in Facebook on brand image, advertising attitude, and advertising performance. This study is published online questionnaires for Taiwanese Facebook users, and collects 214 valid online questionnaires, and also the hypothesis test is carried out by multiple regression analysis. The results show that the value of the native advertising information has a significant positive impact on brand image, advertising attitude, and advertising performance, and also found that the advertising information of the utilitarian value will promote the users to do the search and purchase behavior, and the advertising information of the hedonic value will promote the user’s share behavior. The future needs to strengthen the advertising information of the utilitarian value, and combined with the advertising information of the hedonic value, in order to achieve the best advertising results. The results of this study can provide further the avenues for the future researcher’s studies, and also made a few suggestions for enterprises and entrepreneurs.