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研究生: 楊禮鴻
Yang, Li-Hong
論文名稱: 社群原生廣告知覺價值對使用者分享意願影響之研究
A Study of Social Native Advertising’s Perceived Value for User’s Sharing Intention
指導教授: 劉立行
Liu, Li-Hsing
學位類別: 碩士
Master
系所名稱: 圖文傳播學系
Department of Graphic Arts and Communications
論文出版年: 2018
畢業學年度: 106
語文別: 中文
論文頁數: 81
中文關鍵詞: 社群原生廣告知覺價值分享意願
英文關鍵詞: social native advertising, perceived value, sharing intention
DOI URL: http://doi.org/10.6345/THE.NTNU.DGAC.007.2018.F05
論文種類: 學術論文
相關次數: 點閱:240下載:46
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  • 社群平台的興起,成為使用者隨時獲取以及分享資訊的重要管道,並且帶動社群原生廣告的發展。社群原生廣告取代了以往傳統的電視、平面廣告,改變了使用者觀看廣告的模式。不僅如此,使用者透過分享社群原生廣告加速品牌訊息的傳播。因此,瞭解使用者對原生廣告的知覺價值旨在提高品牌被選擇的機會。然而,目前國內對於探討社群原生廣告的相關研究並不多,聚焦於廣告知覺價值與分享意願的研究更少。因此,本研究將以問卷調查法,以瞭解社群原生廣告知覺價值對使用者分享意願的影響情形。

    運用網路問卷調查法,共回收359份有效問卷。研究結果發現,社群媒體原生廣告知覺價值各構面對於使用者分享意願的影響,整體趨於中上程度。而各構面間以原生廣告內容知覺價值各構面影響最高。

    With the rise of the social community, the social community not only become the main channel of obtaining, sharing information, and also drive the development of social native advertising. Native advertising replace the television and print advertising, become the main mode to watch advertising. Through users sharing information cascades in the social community with native advertising, not merely make information spread faster, but enhance of the brand. Therefore, to understand the users perceived value of social native advertising is the key to promoting the brand. However, relevant research to investing the social native advertising is not much information, focus on users perceived value of advertising in less. Therefore, this study will through the questionnaire survey to understand the impact of its sharing intention of users.

    Questionnaire investing was applied as the research method and there were 359 effective questionnaire returned. The findings are shown as following: the impact level of all perceived value of social media native advertising on the users’ sharing intention tends to be above the average. The impact of “perceived of content”is higher than “perceived of platform”.

    中文摘要 i 第壹章 緒論 1 第一節 研究背景與動機 1 一、社群平台為使用者獲取資訊的主要管道 1 二、原生廣告為社群平台最廣泛使用的行銷推廣策略 2 三、社群原生廣告知覺價值對使用者極為重要 2 四、分享意願為提升原生廣告被使用者關注的主因 3 第二節 研究目的與問題 5 一、研究目的: 5 二、研究問題: 5 第三節 名詞解釋 6 第四節 研究範圍與限制 7 一、研究範圍 7 二、研究限制 8 第五節 研究流程 9 第貳章 文獻探討 10 第一節 社群原生廣告呈現型態與特性 10 一、社群原生廣告呈現的型態 11 二、社群原生廣告呈現的特性 12 第二節 社群原生廣告知覺價值的概念與構面 15 一、廣告知覺價值的概念 15 二、廣告知覺價值的重要性 15 三、社群原生廣告知覺價值構面 16 第三節 社群原生廣告知覺價值與分享意願的關係 19 一、社群成員間分享意願的概念 19 二、分享意願與社群原生廣告知覺價值相關研究 20 第四節 文獻探討小結 21 第參章 研究設計 22 第一節 研究架構 22 第二節 研究方法 25 第三節 研究對象 26 第四節 研究工具 27 第五節 研究實施 28 一、進行問卷預試 28 二、正式問卷施測 29 第六節 資料處理與分析 31 一、敘述性統計(Descriptive Statistics) 31 二、獨立樣本t檢定(Indepndent t-test) 31 三、單因子變異數分析(One-way ANOVA) 31 四、皮爾森相關檢定(Pearson correlation) 32 五、多元迴歸分析(Regression) 32 第肆章 研究結果與討論 33 第一節 社群使用者背景變項敘述統計 33 一、社群使用者基本資料之敘述統計 33 二、使用者使用社群平台使用經驗之統計分析 35 第二節 社群使用者對於原生廣告知覺價值各構面影響分享意願之敘述分析 37 一、社群原生廣告使用者之「知覺互動性」 37 二、社群原生廣告使用者之「知覺干擾性」 38 三、社群原生廣告使用者之「知覺可信性」 39 四、社群原生廣告使用者之「知覺娛樂性」 40 五、社群原生廣告使用者之「知覺資訊性」 40 六、社群原生廣告使用者之「分享意願」 41 第三節 不同人口背景變項使用者對於社群原生廣告知覺價值上之差異分析 43 一、不同性別使用者對於社群原生廣告知覺價值之差異分析 43 二、不同年齡使用者對於社群原生廣告知覺價值之差異情形 44 三、不同教育程度使用者對於社群原生廣告知覺價值之差異情形 47 四、不同使用頻率使用者對於社群原生廣告知覺價值之差異情形 50 五、不同使用時間使用者對於社群原生廣告知覺價值之差異情形 53 第四節 使用者對於社群原生廣告知覺價值分享意願之影響 56 一、皮爾森相關分析 56 二、使用者之「知覺價值」對分享意願之影響 57 第伍章 研究結論與建議 59 第一節 研究結論 59 第二節 研究建議 61 一、對社群原生廣告內容設計業者之建議 62 二、對後續研究者之建議 63 參考文獻 66 一、中文文獻 66 二、英文文獻 68 附錄一 正式問卷 75

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