探討YouTube平台上廣告態度之前因因子及對購買意願之影響-以廣告涉入為干擾變數

隨著網路日新月異，造就了數位廣告的蓬勃發展，又以YouTube平台上廣告居多。而呈現方式與內容多元。因此如何成功吸引觀看者對廣告注意或態度的改變，以及對廣告中的目標產品/服務產生購買意願，本研究旨在探討顛覆過去以傳統電視廣告方式，進而探討YouTube平台上廣告對台灣使用YouTube之觀看者對廣告購買意願影響，本研究萃取影響廣告態度的前因變數以娛樂性、訊息性、干擾性及可信度，探討對廣告態度之關連性，並以廣告涉入作為干擾變項探討廣告態度對購買意願之關連性，以試圖找出完整的思考脈絡。本研究是以使用過YouTube平台之使用者為主要研究對象，以網路電子問卷發放，共發出150份問卷，回收141份有效問卷，有效問卷回收率是73%。另外，本研究使用PLS、t-test及ANOVA差異分析來進行實證並驗證本研究所提出之各項假設及人口統計變數在各變數上的差異分析。本研究經過PLS分析後發現：(1)廣告態度對購買意願有顯著正向影響。(2)娛樂性對廣告態度有顯著正向影響。(3)訊息性對廣告態度有顯著正向影響。(4)干擾性對廣告態度有顯著負向影響。(5)可信度對廣告態度有顯著正向影響。(6)廣告態度對廣告購買意願中，廣告涉入具有正向的調節效果。(7)人口統計變數對各變數間部分具有顯著差異。本研究除了提供學術的理論驗證外，並提出實務上的建議。

關鍵字

娛樂性；訊息性；干擾性；可信度；廣告涉入；廣告態度；購買意願

並列摘要

With the rapid development of the Internet, digital advertising has developed vigorously, and the majority of advertisements are on the YouTube platform. The presentation methods and content are diverse. Therefore, how to successfully attract viewers’ attention or attitude changes to advertisements, and the willingness to purchase the target products/services in the advertisements, this study aims to discuss the subversion of traditional TV advertising methods in the past, and then explore the use of YouTube on Taiwan for advertising on YouTube platforms The influence of viewers on the willingness to buy advertisements. This study extracts the antecedent variables that affect the attitude of advertisements. It explores the relevance of the attitudes to advertisements with entertainment, information, Irritation and credibility, and uses the involvement of advertisements as an Irritation variable. Explore the relevance of Advertising Attitudes to Purchase Intentions in an attempt to find a complete line of thinking. This study is based on the platform used by YouTube users as the main object to electronic questionnaire distributed network issued a total of 150 questionnaires collected 141 valid questionnaires, the effective response rate was 73%. In addition, this study uses PLS, t-test and ANOVA difference analysis to conduct empirical analysis and verify the analysis of the differences between the various hypotheses and demographic variables proposed by this study. In this study, after the PLS analysis found that: (1) Advertising Attitudes have significant positive impact on Purchase Intention. (2) Entertainment has a significant positive effect on Advertising Attitudes. (3) Informativeness has a significant positive effect on Advertising Attitudes. (4) Irritation has a significant negative impact on Advertising Attitudes. (5) Credibility has a significant positive effect on Advertising Attitudes.(6) Advertising Involvement has a positive regulation effect on Advertisement Purchase Intention and Advertisement Attitude. (7) Demographic variables have significant differences between the variables. In addition to providing academic theoretical verification, this study also puts forward practical suggestions.