廣告侵入對使用者迴避Facebook廣告之影響

隨著科技的進步，許多商家紛紛的投入社群媒體作為推廣其產品和服務的平台，而使用者接受社群媒體廣告就變得至關重要。但是，使用者在觀看社群媒體廣告時可能會感覺受到侵犯。而關於廣告侵入性的文獻主要探討關於使用者的注意力侵入性，這方面的文獻是有限的，因此增加了空間侵入性作為了解社群媒體中廣告侵入性的另一個構面。本研究欲探討在台灣Facebook廣告侵入之影響，且進一步造成廣告厭惡最後導致廣告迴避；此外，透過社會影響理論來評量社會影響力及心理所有權是否影響廣告侵入之看法。本研究採用隨機抽樣法並透過SME結構方程進行分析，研究結果發現，心理所有權及社會影響力會影響空間侵入性及注意力侵入性，而兩種的侵入性會使使用者產生廣告厭惡，而導致廣告迴避，因此廣告商或使用者可透過Facebook的廣告設定選項進行調整。

關鍵字

Facebook廣告；社會影響理論；空間侵入性；廣告厭惡；廣告迴避；心理所有權

並列摘要

With the advancement of technology, many businesses have invested in social media as a platform to promote their products and services, and it has become crucial for users to accept social media advertising. However, when users watch social media advertisements, they may feel that with the advancement of technology, many businesses have invested in social media as a platform to promote their products and services, and users' acceptance of social media advertisements has become crucial. important. However, users may feel violated when viewing social media ads. While the literature on advertising intrusiveness mainly discusses the attentional intrusiveness of users, the literature in this area is limited, thus adding spatial intrusiveness as another dimension to understand advertising intrusiveness in social media. This study aims to explore the impact of Facebook ad intrusion in Taiwan, which further leads to ad aversion and finally ad avoidance. Furthermore, social influence theory is used to evaluate whether social influence and psychological ownership affect perceptions of ad intrusion. Through quantitative research method, this study found that psychological ownership and social influence can affect spatial intrusiveness and attentional intrusiveness, and the two types of intrusiveness can cause users to aversion to advertising, which leads to advertising avoidance. violated. While the literature on advertising intrusiveness mainly discusses the attentional intrusiveness of users, the literature in this area is limited, thus adding spatial intrusiveness as another dimension to understand advertising intrusiveness in social media. This study aims to explore the influence of Facebook ad intrusion in Taiwan, which further leads to ad aversion and finally ad avoidance. Furthermore, social influence theory is used to evaluate whether social influence and psychological ownership affect perceptions of ad intrusion. Through quantitative research method, this study found that psychological ownership and social influence can affect spatial intrusiveness and attentional intrusiveness, and the two types of intrusiveness can cause users to aversion to advertising, which leads to advertising avoidance.