以廣告價值模型探討線上社群影響者廣告效果——說服知識及產品涉入作為調節變數

Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators

賴彥慈(Yen-Tzu Lai)

指導教授 ： 謝懷恕

國立交通大學/管理學院/經營管理研究所/碩士(2018年)

摘要

隨社群網站(Social Network Site, SNS)使用率普及化，影響者行銷 之應用推陳出新，成為多渠道行銷組合(multi-channel marketing mix) 中深受重視的策略之一。本研究以Ducoffe之廣告價值模型(advertising value model)作為基礎，且根據影響者行銷不同於其他廣告形式之特質， 加入影響者態度(attitude toward influencer)作為分析要素之一，探究 影響者行銷廣告效果之影響因素;並採傳播學觀點中的說服知識 (persuasion knowledge)、消費者行為觀點之產品涉入(product involvement)在模型中的調節效果。本研究並以結構方程式模型分析 (structural equation model, SEM)檢驗此模型。
根據本研究結果，影響者行銷廣告內容之資訊性、娛樂性，對顧客 評價之廣告價值有顯著影響，進而影響其對廣告之態度(Attitude- toward-the-ad, Aad)、購買意願;並驗證說服知識及產品涉入對模型具 調節之效果。本研究最後分析上述研究成果，如何延伸應用於影響者行 銷的廣告文本設計、贊助揭露、個人化廣告等實務領域。

關鍵字

影響者行銷 ； 廣告價值模型 ； 廣告效果 ； 說服知識 ； 產品涉入

並列摘要

Social network site advertising has become an essential component of marketer’s online multi-channel marketing mix. Therefore, it is critical to investigate the factors affecting the advertising outcome. In this study, we adopt the advertising value model of Ducoffe to analyze the antecedents of online community influencer advertising value. Further, we measure the moderating effect of persuasion knowledge and product involvement. This study conducts structural equation model analysis (SEM) to evaluate the effectiveness of the model.
From the result, we confirm that content informativeness and entertainment affect consumer’s perceived influencer advertising value, leading to further influence toward consumer’s attitude-toward- the-ad (Aad) and purchase intention. The moderating effects of persuasion knowledge and product involvement are also proved. This research also provides insight into the application for the advertising industry, including advertisement content design, sponsorship disclosure, and personalized advertising.

並列關鍵字

Influencer marketing ； Advertising value model ； Advertising effect ； Persuasion knowledge ； Product involvement

參考文獻

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