臺灣博碩士論文加值系統

近來網路廣告因為影音分享而愈來愈普及，特別是消費者將自己愛好的產品拍成影片分享於YouTube平台，影響潛在消費者對產品購買意願，此類影片謂之顧客產生的廣告(Consumer Generated Advertising，CGA)。本研究探討顧客產生的手機廣告是透過「品牌態度」與「品牌信任」中介變數影響消費者對品牌購買意願。由628個受訪者調查顯示中，透過顧客產生的廣告訴求效果，證實兩個前因對消費者產生的廣告效果有正面影響。顧客透過顧客產生的廣告影響品牌購買意願有二個因素：直接影響(順從廣告影響)及間接強化品牌態度及品牌信任影響。另外，顧客真實性需求在於先前使用者對產品經驗影響具有調節作用。

Recently, consumers popularly engage in internet advertising search mechanism via video sharing platform. Consumers who generate the videos to express their preference for a specific product through YouTube (defined as Consumer generated advertising; CGA) will have an impact on the prospects'' view of brand purchase intention. The objective of this paper is to propose consumer generated advertising effect on consumer purchase intention via the moderating-effects such as brand attitude and brand trust. Survey data from 628 participants who through Consumer generated advertising appeal effect that the two antecedents have positive influences on consumer generated advertising outcomes. Consumer through consumer generated advertising also affects brand purchasing decisions in two ways: directly (conformity with advertising influence) and indirectly by reinforcing brand attitude and brand trust. In addition, consumer''s need for truthfulness has a moderating effect on the influence of previous user on products experience.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章　緒論 1
1.1研究背景與動機 1
1.2研究目的 5
1.3研究流程 6
第二章　文獻探討 7
2.1顧客產生的廣告(Consumer-generated advertising, CGA)及其重要性 7
2.2廣告訴求對品牌購買意願之關係 13
2.3廣告效果與品牌購買意願之關係 15
2.4廣告效果、品牌態度與品牌購買意願之關係 16
2.5廣告效果、品牌信任與品牌購買意願之關係 16
第三章　研究設計與方法 18
3.1研究架構 18
3.2研究假說 19
3.3研究變數操作定義與衡量 21
3.4研究範圍及對象 26
3.4.1研究廣告的選樣 26
3.5問卷前測 28
3.6研究方法 28
第四章 資料分析 34
4.1前測信度分析 34
4.2正式樣本描述性分析 35
4.2.1人口統計資料 35
4.2.2敘述統計分析 37
4.3因素與信度分析 42
4.3.1因素分析 42
4.3.2信度分析 45
4.4結構方程模式分析 46
4.4.1測量模式 46
4.4.2結構模式 50
4.5人口統計變數分析及廣告記憶分析 56
第五章 結論與建議 59
5.1研究結論 59
5.2理論與實務管理意涵 63
5.3未來研究方向 65
參考文獻 66
中文文獻 66
英文文獻 67
網路文獻 76
附錄一 77
附錄二：正式問卷 78

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