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Facebook中「讚」對廣告效果之影響 = The Effects o...

國立高雄大學資訊管理學系碩士班

Facebook中「讚」對廣告效果之影響 = The Effects of Facebook "Like" Mechanism on Advertising Effectiveness：A Communication and Persuasion Model Perspective : 溝通與說服模式觀點

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Effects of Facebook "Like" Mechanism on Advertising Effectiveness：A Communication and Persuasion Model Perspective
副題名:	溝通與說服模式觀點
作者:	林冠宇,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	86面圖，表格 : 30公分;
標題:	Facebook
標題:	Facebook
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/31230055969062803271
附註:	參考書目：面62-69
附註:	含附錄
其他題名:	Facebook中讚對廣告效果之影響
其他題名:	溝通與說服模式觀點
摘要註:	本研究旨在探討Facebook塗鴉牆分享廣告情境中「讚」對廣告效果之影響，首先尋找15位大學生和碩士生為研究對象，以問卷詢問其在Facebook上按「讚」的理由及看到「讚」所感知的意義，由三名獨立編碼者進行分類。接下來再以111位大學生為受測者，進行「讚」感知到的意義分類結果之確認，並諮詢十名行銷與消費者領域專家的意見，得出「讚」包含「口碑」、「情感」、「娛樂」三種意義，並作為本研究架構中廣告態度的前置因素，進而影響消費者的購買意圖。另外，經由「溝通說服理論」的觀點，歸納出「廣告訴求」、「轉貼者專業度」、「廣告呈現方式」三個重要的情境變數，分別調節「口碑」、「情感」、「娛樂」三種意義。最後本研究以Facebook使用者為研究對象，共取得400份有效樣本。分析結果顯示，「讚」的「口碑」意義顯著正向影響廣告態度，而讚的「情感」和「娛樂」意義則如假說所推論，對廣告態度並無顯著影響。此外，廣告態度與購買意圖間的正向關係也受到統計上的支持。在調節效果方面，「口碑」意義和廣告態度的關係會受廣告訴求的調節，換句話說，在感性訴求的情況下，「口碑」意義與廣告態度的關係較強；「情感」意義和廣告態度的關係會受轉貼者專業度的調節，換句話說，在專業轉貼者的情況下，「情感」意義與廣告態度的關係較強；而呈現方式則無法有效調節「娛樂」意義和廣告態度的關係。本研究針對研究結果，提出各種實務上的建議與理論意涵。 The purpose of this study is to investigate the effect of "like" on advertising effectiveness in the context of advertising sharing on Facebook graffiti wall. First, 15 undergraduate and graduate students were asked to report why they click “like” and what "like" means for them through questionnaire design. Three independent coders were asked to classify the responses. Second, 111 undergraduate students were then ask to confirm above classification. Third, we consult 10 experts in marketing and consumer behavior domain and find that "like" has three types of meaning – "word of mouth", "emotion", and "entertainment". These three types were employed as antecedents of consumer’s attitude toward advertising, which then lead to purchase intention. In addition, three important situational factors, namely "advertising appeal", "expertise of sharer", and "advertising presentation” which moderate the effects of "word of mouth", "emotion", and "entertainment" separately, were identified through the perspective of the communication and persuasion theory. Finally, 400 valid responses of Facebook users were collected to test the research model. The analyses show that the positive effect of "word of mouth" on attitude toward advertising is significant. As predicted in the hypotheses, both the effects of "emotion" and "entertainment" on attitude toward advertising are insignificant. The positive relationship between attitude toward advertising and purchase intention is also confirmed by the analyese. For the moderating effect, the relationship between "word of mouth" and attitude toward advertising is moderated by “advertising appeal”; that is to say, “word of mouth” has stronger effect on attitude toward advertising for emotional appeal. The effect of “emotion” is moderated by "expertise of sharer"; that is to say, the relationship between “emotion” and attitude toward advertising is stronger for professional sharer.However, “advertising presentation” has no significant moderating effect on the relationship between "entertainment" and attitude toward advertising. Based on above results, this study proposes several theoretical and managerial implications.

Facebook中「讚」對廣告效果之影響 = The Effects of Facebook "Like" Mechanism on Advertising Effectiveness：A Communication and Persuasion Model Perspective : 溝通與說服模式觀點
林, 冠宇

Facebook中「讚」對廣告效果之影響 = The Effects of Facebook "Like" Mechanism on Advertising Effectiveness：A Communication and Persuasion Model Perspective : 溝通與說服模式觀點 / 林冠宇撰 - [高雄市] : 撰者, 2012[民101]. - 86面 ; 圖，表格 ; 30公分.
參考書目：面62-69含附錄.
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Facebook中「讚」對廣告效果之影響 = The Effects of Facebook "Like" Mechanism on Advertising Effectiveness：A Communication and Persuasion Model Perspective : 溝通與說服模式觀點
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