Instagram限時動態對廣告態度與網路口碑關聯性之研究

摘　要論文名稱：Instagram限時動態對廣告態度與網路口碑關聯性之研究頁數：83 校所別：國立臺北商業大學企業管理系(所) 畢業時間：109學年度第2學期學位：碩士研究生：吳佩真指導教授：賴明政博士黃瑞傑博士關鍵詞：限時動態、廣告價值、廣告訊息互動、廣告態度、網路口碑在社群媒體盛行的時代下，各大品牌紛紛投入，其中Instagram限時動態以生動的故事敘述性及即時性，成為時下首選的行銷工具。因此，本研究針對Instagram限時動態進行探討，希望藉由資訊性、娛樂性、廣告訊息互動性等動機構面著手，來了解觀看完Nike限時動態廣告的廣告態度與網路口碑的效果。本研究問卷採用網路問卷與紙本問卷，分別在PTT(批踢踢實業坊)、Facebook、Instagram上與各大專院校，採立意抽樣方式發放，以使用過該社群平台及觀看過該品牌限時動態廣告者為填答對象（其廣告分為A、B兩則以相同產品拍攝的Nike官方廣告，A卷為資訊性，B卷為娛樂性），最終收回了487份有效問卷。經統計結果發現1.資訊性的限時動態廣告其廣告訊息互動性顯著高於娛樂性的限時動態廣告。2.限時動態廣告之廣告價值會正向影響廣告態度。3.限時動態廣告之廣告訊息互動性會正向影響廣告態度。4.限時動態廣告之廣告價值會正向影響網路口碑。5.限時動態廣告之廣告訊息互動性會正向影響網路口碑。本研究結果與發現有助於運動品牌運用社群媒體擴散策略研擬之參考，並提供未來社群媒體廣告相關研究之基石。

關鍵字

限時動態；廣告價值；廣告訊息互動；廣告態度；網路口碑

並列摘要

ABSTRACT Title：A Study on the Relationship between Advertising Attitudes and e-WOM on Instagram Stories Pages：83 School：National Taipei University of Business Department：Department of Business Administration Time：June, 2021 Degree：Master Researcher：Pei-Chen Wu Advisor：Ming-Cheng Lai Jui-Chieh Huang Keywords：Stories, Advertising Value, Interactivity, Advertising Attitudes, e-WOM In the era of social media, brands are investing. Instagram Stories has become the top marketing tool of the day with vivid storytelling and immediacy. Therefore, this study aims to examine the advertising effect of Instagram Stories, hoping to understand the effect of advertising attitude and e-WOM after viewing Nike Instagram Stories ads by informativeness, enjoyment, and interactivity of advertising messages. Questionnaires of this study were through online survey and paper survey from PTT( PTT Industry Square), Facebook, Instagram, colleges and universities and purposive sampling method. We survey respondents who have used Instagram and viewed the brand’s Stories ads which divided into A and B two Nike official ads with the same product shot. A is informational and B is entertaining. Eventually, 487 valid questionnaires were collected. According to the statistical result 1. Informational Stories ad is more significant than entertaining Stories ad in interactivity of advertising messages. 2. Advertising value of Stories ads would affect advertising attitudes positively. 3. Interactivity of advertising messages of Stories ads would affect advertising attitudes positively. 4. Advertising value of Stories ads would affect e-WOM positively. 5. Interactivity of advertising messages of Stories ads would affect e-WOM positively. The result and findings of this study contributed to the development of social media diffusion strategies for sport brands, and provide the cornerstone of future research related to social media advertising.