臉書社群網站廣告效果之實證研究

AN EMPIRICAL STUDY ON FACEBOOK’S ADVERTISING EFFECTS

吳冠成(Kuan-cheng Wu)

指導教授 ： 孫碧娟

大同大學/經營設計學院/事業經營學系所/碩士(2012年)

摘要

在資訊與科技發達的現在，不管在任何一種產業中競爭都相當的激烈，由於資訊快速的流通也使得各家企業所推出的產品都會有一定程度的類似，而如何在這競爭激烈的環境中將自己的產品或品牌變得更有特色、更引人注目，並增加消費者的知覺價值使其有購買的意願就相當的重要。此外，隨著科技的創新與網際網路的發達，電子商務已經漸漸演變成企業的經營手法之一，凡是販售、促銷、廣告、活動等等訊息都可以透過網際網路來發佈。另外，社群網站的流行也慢慢成為電視、報章雜誌等媒體外的一種新興傳播媒介，許多社群網站像是Blog、Twitter、Facebook等都受到許多關注與應用，在這種社群網站上資訊的傳遞透明度高且傳播速率也是相當的可觀。
本研究的研究目的為了解臉書上的互動性與專業性是否會影響臉書使用者對廣告的信任程度；團體意圖與知覺相關價值是否會影響使用者的知覺廣告價值；了解對臉書廣告的信任程度越高，其正向口碑程度、黏性與對廣告之回應態度是否越高；了解對臉書的知覺廣告價值越高，是否會產生越正向的口碑以及對廣告的回應態度；並進一步了解對臉書的知覺廣告價值越高，對臉書廣告的信任程度是否也會越高。
本研究根據Chen et al.(2009)；謝宇桐(2008)； Swanson, Davis, and Zhao(2007)等人的研究結果，整合後並添加構念加以分析。在定義與衡量方面，參考先前的文獻並配合本研究的情境進行各問項的定義與調整，以完成符合本研究所需之問卷，且所有受測者均為有使用臉書經驗的族群。
問卷是採用網路問卷的形式在社群網站「臉書」中進行發放，問卷填答時間由2012年3月1號至4月中旬止，共回收204份網路問卷，經排除答案前後不一致等不符研究設定或是不完整填答的無效問卷後，總計有效問卷為179份。經樣本分析、信效度分析與SEM分析後，本研究發現Facebook社群網站使用者不只會受到互動性、專業性、團體意圖與知覺相關價值的影響，而產生相對較高的信任程度以及知覺相關價值。也會因為信任與知覺廣告價值的提升而進一步影響到社群臉書成員的口碑、黏性以及對廣告之回應態度。

關鍵字

知覺相關性 ； 團體意圖 ； 專業性 ； 互動性 ； Facebook

並列摘要

With the explosions of technologies and information, the competition among businesses is intense, and the information circulates also make their products bear a certain degree of similarity. How to render their brands and products to become more attractive and more special to increase consumers’ perceived values and to attract/move them to buy it is very important. Furthermore, with the innovations of technology and the developments of the internet, e-business has become a way to operate business, such as selling, promotion, advertisement, or activities. Beside, a virtual community web-site has become another emerging mass-media, such as Blog, Twitter, and Facebook.
Hsin (2010) has discussed the relationship of word of mouth, stickiness, and continued usage intention, and Chang (2011) also talk about the relationship between perceived value and word of mouth. Besides, Zeng, Huang, and Dou (2009) suggested relationships of group intention, perceived relevance and perceived ad value. But there have no one integrated all of the constructs become a large model. Therefore, this study takes those as references and adds some constructs to research.
According to Chen et al. (2009)； Swanson, Davis, and Zhao (2007) and so on. This study concludes 9 constructs from references and discusses the relationships among these constructs. And the respondents are Facebook’s users who have the experiences in using Facebook.
This study adopts descriptive statistics, reliability and validity analysis, confirmatory factor analysis, and structural equation model (SEM) to process collection data. The result of this study shows that the users of Facebook not only create the higher level of trust and perceived ad value by interactive, expertise, group intention and perceived relevance, also could increase users’ word of mouth, stickiness and responses towards community ads by higher trust and perceived ad value.

並列關鍵字

Interactive ； Facebook ； Perceived Relevance ； Expertise ； Group Intention

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