隨者智慧型手機的普遍化與社群媒體的蓬勃發展下,行動廣告形式也依不同平台有所變化,而這種新的廣告形式,稱之為原生廣告。而Instagram為時下年輕人熱門使用的社群平台之一,過去有研究指出使用者使用Instagram原因在於,沒有過度商業資訊以及介面簡潔,隨者Instagram引入廣告機制後,使用者對此種廣告形式的接受度與廣告價值為何,成為本研究探討的重點。 本研究以科技接受模式與廣告價值理論為基礎,以問卷調查法蒐集384份問卷及內容分析194項案例進行分析,結合兩種研究方法,一方面瞭解使用者對於廣告形式的接受度與廣告價值外,另一方面以內容分析法瞭解Instagram廣告現況。 研究結果發現:(1)知覺有用性與知覺易用性為行動廣告形式的重要因素。(2)影片廣告價值最高,較不易干擾使用者。(3)目前Intsgram廣告現況顯示,大部份業者僅將現有平面或影像廣告直接應用,且廣告中產品僅表現產品具象功能,未來需強化在行動廣告中,讓產品融入情境且設計具有故事性的廣告內容,以達到最佳廣告成效。
With the popularity of Smartphone and the rapid development of social media, mobile advertising also depends on a different platforms, which is called “Native Advertising”. On the other hand, Instagram is one of the most popular used social media amongst teenagers. Some previous studies show that the reason why these users use Instagram is because it did not have much commercial information and the interface is simple. The introduction of Instagram as a new advertising mechanism has many advantages that are worthy for us to consider. Therefore, the study aims to explore and analyze user’s acceptance towards Instagram advertising and its advertising value differences. This study is based on Technology Acceptance of Model and Advertising Value. The study uses questionnaire survey to understand user’s acceptance and advertising value. It also uses content analysis to understand current Instagram advertising situations. There are a total of 384 effective questionnaires that were retrieved and 194 cases were collected. The results shows: 1.Perceived usefulness and perceived ease of use are the necessary factors for forms of advertising. 2.Video advertisement is the highest rate of advertising as research shows that users are not easily being bothered by it. 3.Present Instagram advertising reveals that most of the dealers use only currently available advertisement with specified function. In future, the dealers will need to improve their storytelling skills and make the advertised product blend with the situation to maximize advertising effect.
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