本研究整理相關文獻內容,以台灣Facebook使用者為研究探討對象,探討使用者生活型態、使用動機對廣告效果之研究。本研究以生活型態與使用動機來做因素分析,總共萃取五個型態和四個族群為主要因素,然後進行集群分析。集群分析結果,本研究將生活型態分為四大型態和四大族群,本研究再將型態和族群做區分,動機分為「互動型」、「交際型」、「傳播型」、「娛樂型」及生活型態「精算消費族」、「居家玩樂族」、「自我追求族」、「投資理財族」。 本研究將生活型態與使用動機分群之後,利用單因子多變量變異數分析,探討生活型態族群對廣告效果是否有影響。分析完後可以知道生活型態族群對廣告效果是有顯著影響的,而生活型態族群對廣告分析檢定,發現生活型態族群對廣告回憶方面有顯著影響,代表著不同生活型態族群的使用者對Facebook廣告有行銷上的幫助。
This study is a compilation of relevant literature discussing Facebook users in Taiwan, going in depth to explore how the lifestyle and behaviours of these users and the motivation behind using Facebook affects the effectiveness of marketing through advertisement on Facebook. In this study, we will have a total of five types of behavioural lifestyles of which we will explore the main four “interactive”, “communicative”, “media” and “entertainment” and four main groups including“moneywise consumer”, “ family fun ”, “ Self-seeking”, “Investment banking ” This study uses One way MANOVA model to explore the behaviour and motivational driver of these users and the impacts it has on advertising and its effectiveness on these different groups. After analysising the results, we can see a significant impact showing that different type of behavioural lifestyle has different affects on the group resulting in different significant impact of advertising through Facebook.