知覺廣告內容對置入性廣告與廣告效果間關係調節作用：以社群媒體為例

過往許多關於消費者對於電影和電視節目等傳統媒體中置入性廣告態度的研究。近年來，社群媒體興起，社群媒體中的置入性廣告日漸增多，但很少關於消費者對社群媒體中置入性廣告的研究。本研究旨在探討當消費者知覺廣告內容的資訊性與干擾性程度不同時，置入性廣告的廣告效果是否會有所提升或是降低。本研究將社群媒體置入性廣告分為整合顯性置入廣告和非整合顯性置入廣告兩種形式，廣告效果則以廣告態度與購買意願進行衡量。研究結果表明在知覺廣告內容的調節作用下，顯性置入廣告對廣告態度和購買意願有顯著影響。另外本研究發現知覺廣告內容的創新性越高，顯性置入性廣告的廣告態度和購買意願會有正向影響。本研究之結論可以強化知覺廣告內容在置入性廣告與廣告效果之間的重要性，並表明知覺廣告內容中創新也是重要的要素。

關鍵字

社群媒體；置入性廣告；廣告內容；廣告效果

並列摘要

Previous studies have investigated consumers’ attitudes toward product placement in media content such as movies and television shows. In recent years, by the rise of social media, the product placement in social media has increased. However, few studies focus on product placement in social media. This study explores whether perceived advertising content has an influence on the advertisement of product placement. This study divides product placement modalities into integrated explicit placement and non-integrated explicit placement. In addition, the advertisement effects of product placement include advertising attitude and purchase intention. The results show that product placement has a significant influence on advertising attitudes and purchase intentions under the moderating effect of perceived advertising content. In addition, this study found that the higher the innovation of perceived advertising content has the positive influence on advertising attitude and purchase intention of product placement. This study also show sthe importance of perceived advertising content between placement ads and advertising effectiveness, and shows that innovation is also an important element in perceived advertising content.