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研究生: 張佑勤
Chang Vasquez, Jorge Alejandro
論文名稱: 社群媒體之消費者廣告態度的前因與後果
Antecedents and Consequences of Consumer Attitude toward Advertisement in a Social Media Platform
指導教授: 周世玉
Chou, Shih-Yu
口試委員: 洪秀瑜
Hung, Hsiu-Yu
蔡明志
Tsai, Ming-Chih
周世玉
Chou, Shih-Yu
口試日期: 2023/05/31
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2023
畢業學年度: 111
語文別: 英文
論文頁數: 43
英文關鍵詞: Motivation, Relationship marketing, social media, online social marketing, Informativeness, Entertainment, Credibility, Electronic commerce advertisement, online advertisement effectiveness, intention to share, intention to purchase
研究方法: 調查研究主題分析比較研究
DOI URL: http://doi.org/10.6345/NTNU202301679
論文種類: 學術論文
相關次數: 點閱:116下載:12
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  • The shopping experience and the consumer behavior decision journey has been of much interest for many online businesses and the proliferous ecommerce. Consumer behavior’s attitude theory and the SOR theory model can give a prospective understanding of the relationships and factors that relate to operation of decision making. The E-commerce buying platforms and internet environment such as social media and web browsers have become common in the few years, incentivizing online retailing to start business or on a public/third party scale. Attitudes theory and SOR model gives future insights to stimuli influencing consumer behavior that can have some positive response to online advertisements, such as sharing the advertising content and purchase intention.

    Abstract ii Table of contents iii List of tables vi List of figures vii Chapter 1 Introduction 1 1.1 Research Background 2 1.2 Research Motivation and Purpose 2 Chapter 2 Theoretical Background 5 2.1 Literature Review and Hypothesis Development 5 2.2 SOR Model 5 2.3 Stimulus 7 2.3.1 Informativeness 7 2.3.2 Credibility 8 2.3.3 Entertainment 8 2.4 Organism 9 2.5 Response 9 2.5.1 Attitudes toward Advertisements 10 2.5.2 Purchase Intention 10 2.5.3 Sharing Intention 11 Chapter 3 Methodology 12 3.1 Research Framework 12 3.2 Questionnaire design 17 3.3 Data Collection Plan 17 Chapter 4 Data Analysis 18 4.1 Sample Profile Analysis 18 4.2 Reliability and Validity Analysis 21 4.3 Regression Analysis Result 25 Chapter 5 Discussion and Conclusions 27 5.1 Discussion 27 5.2 Limitations 28 5.3 Future Research 28 References 32 Appendix 34 English Survey 34 Chinese Survey 36 Advertisement 1 38 Advertisement 2 38 Advertisement 3 39 Advertisement 4 40 Advertisement 5 40 Advertisement 6 41 Advertisement 7 42 Advertisement 8 43

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