臺灣博碩士論文加值系統

在網路社群興起與傳統廣告營收銳減的環境下，使用「原生廣告」正成為一個被廣告主與媒體廣泛運用的數位創新方案。透過原生廣告的型式之一的「報導式廣告」這樣微妙商品置入的行銷溝通方式，普遍被認為可以達成高度接觸、增強與使用者互動，創造正面訊息傳遞的效果。然而，報導式廣告真的有效嗎？使用者是否真會因此對產品產生較好的廣告訊息效果？涉入程度和媒體品牌效應是否在社群平台上仍是影響讀者態度的重要因素？讀者在社群上看到報導式廣告訊息，是否會產生識破效應或是對此類廣告行銷手法產生創新抵制的行為？是本研究最主要所關注的重點。

本研究透過文獻爬梳並以「內容包裝型態」「廣告涉入度」與「媒體可信度」為研究報導式廣告的效果在社群媒體應用上的變項，更探討「識破效應」和「創新抵制」的發酵是否會產生進一步的影響。

經本研究發現，讀者在觀看Facebook的報導式廣告貼文後，所反映出的訊息態度與點閱意願，並不會受顯著型或隱含型廣告標示上的影響。但卻會因讀者本身廣告涉入程度以及對媒體可信度的差異，而產生明顯的訊息態度與點閱意願。
在是否產生創新抵制，讀者在判斷是否採取抵制前，並不會因為廣告標示而受影響。然而，Facebook報導式廣告是否容易被讀者識破？本研究實證發現，廣告標示與否並不會構成影響讀者產生識破的要素，但廣告涉入度和媒體可信度，卻能成為讀者是否產生識破效應的因素之一。同時，讀者也會因為媒體品牌的可信度，而對報導式廣告訊息產生懷疑或識破的態度。而識破效應與創新抵制之間，也存在著顯著的交互關係。

此外，本研究的另一個發現，讀者對訊息的廣告態度與點閱意願，皆會因為識破效應和創新抵制發酵的程度不同而有顯著的關係。

In the environment of social media substantially rising and traditional advertisement revenue dramatically reducing, using native advertisement has already become an innovative digital solution widely utilized by advertisers and media. Advertorials, as one of the forms of native advertisements and a delicate embedded marketing method, have been commonly deemed to be able to reach more audiences, enhance stronger interaction with users and deliver positive message. However, various questions are posed: are advertorials really effective? Do social media users have more positive impression on the featured products or services? Are advertising involvement and brand effect of the media still playing the crucial factors that affect readers’ attitude on social media? When readers see the messages carried by advertorials on social media, does the see-through effect emerge from the readers? Do the readers display innovation resistance toward this kind of advertising? What this study mainly focuses on are the discussions of these questions.

This research, reviewing related literature, takes “advertisement packaging,” “advertising involvement,” and “media credibility” as the variables to study the effects of advertorial on social media applications, and then, discusses whether the surfacing of “see-through effect” and “innovation resistance” exerts further influences or not.

This study finds after the readers see advertorial posts on Facebook, their attitude toward the message of the advertisement and willingness to continue clicking on the advertisement is not even affected by advertisements of either evident or vague message; but, the difference of reader’s advertisement involvement and media credibility results in a clear influence on their attitude toward the message and willingness in clicking.

As for innovation resistance, readers are not influenced by the indicated advertisement before they make the decision to respond with innovation resistance. Therefore, can the advertorials on Facebook be easily seen through by the readers? According to the survey done in this research, whether the advertisement is indicated or not is not the main factor to the formation of reader’s see-through effects. But the advertisement involvement and media credibility can be the possible factors to reader’s see-through effects. In the meantime, readers might doubt or see through an advertorial due to the media’s credibility. What also exists is a distinct interrelationship between see-through effect and innovation resistance.

Additionally, this study also finds that the degrees of see-through effect and innovation resistance have an obvious influence on the readers’ attitude toward message hidden underneath an advertisement and their willingness in clicking on an advertisement.

目　錄

第一章 緒論
第一節 研究背景與動機…………………………………………………………1
第二節 研究問題…………………………………………………………………4

第二章 文獻探討
第一節 原生廣告和報導式廣告…………………………………………………6
第二節 報導式廣告的廣告說服效果……………………………………………12
第三節 計劃行為理論與認知研究………………………………………………14
第四節 包裝置入形態、涉入程度與說服訊息的影響…………………………17
第五節 社群平台特性與媒體品牌效應…………………………………………24
第六節 廣告訊息態度與點閱意願………………………………………………27
第七節 識破效應與創新抵制……………………………………………………28

第三章 研究方法
第一節 研究架構…………………………………………………………………36
第二節 研究假設…………………………………………………………………38
第三節 研究設計…………………………………………………………………39
第四節 研究變項與定義…………………………………………………………44

第四章 資料分析與結果
第一節 樣本結構描述與分析……………………………………………………53
第二節 信度與效度分析…………………………………………………………57
第三節 研究假設檢定……………………………………………………………59
第五章 研究結論與建議
第一節 整體研究結論……………………………………………………………70
第二節 對實務界的建議…………………………………………………………72
第三節 研究限制與未來研究建議………………………………………………74

參考文獻 …………………………………………………………………………75

附 錄 ………………………………………………………………………………85
附件一：實驗問卷設計……………………………………………………………85
附件二：填答者實測問卷畫面截圖………………………………………………101

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