社群使用者的歸屬感需求與廣告效果之關係研究－以 Facebook 為例

A Study of the Relationship between Social Network Users’ Need to Belong and Advertising Effectiveness—The Case of Facebook

白鎮瑋(Jhen-Wei Bai)

指導教授 ： 范錚強

國立中央大學/管理學院/資訊管理學系/碩士(2012年)

摘要

在網際網路發展之際，人們又多了許多交流、溝通的管道，社群網站便是一個能滿足人們社交需求的平台。使用者在社群網站分享心情、表達意見、與朋友交流…等，藉此滿足對社交的需求。而廣告主也看中了社群網站的潛力，紛紛在將更多的資源投注在社群網站上。以 Facebook 來說，其透過按「讚」來傳播並達成廣告效果的行銷方式便是一種新的廣告方式。本研究將從社群使用者的歸屬感需求角度，探討使用者點擊廣告或購買此廣告之相關產品之因素，並對廣告主及廣告商做出建議，進而促使廣告更加多元化，也能幫助廣告主對廣告案做更詳細的規劃及控制。
本研究以「問卷調查法」進行資料蒐集，共蒐集287份樣本，使用 SPSS 及 smartPLS 來進行 SEM 資料分析，以檢驗本研究之模型及相關假說。研究結果發現，社群使用者的「歸屬感需求」會透過「廣告訊息涉入」及「口碑主動搜尋程度」影響廣告效果。

關鍵字

口碑主動搜尋程度 ； 廣告訊息涉入 ； 歸屬感需求 ； 廣告效果 ； 點擊意圖 ； 購買意圖

並列摘要

As the Internet evolved over the past two decades, there are more and more channels for people to communicate and exchange their information, and social networking has rapidly become platforms for fulfilling people’s social needs. Users can share their feelings, express their opinions and communicate with friends through social network sites to fulfill their social needs. Advertisers have learnt the potential of social network sites in focused marketing through word-of-mouth, and put more and more resources in social networking. Facebook, for instance, has spread and reached the goal of the advertising effectiveness through the “Like” mechanism.
This study attempts to explore the advertising effectiveness of social networking from the perspective of users’ need to belong, to explore the factors affecting user’s ad click the ad and intention to purchase.
Data was collected from 287 respondents through self administered questionnaires. Result reveals that in social networking, users’ “need to belong” affects advertising effectiveness through “advertising message involvement” and “word-of-mouth seeking.”

並列關鍵字

advertising message involvement ； word-of-mouth seeking ； click intention ； advertising effectiveness ； the need to belong ； purchase intention

參考文獻

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