臺灣博碩士論文加值系統

網路的使用越來越普及，而線上影音的使用者也日益漸增。這些提供線上影音服務的網站，其營收大多來自廣告的提供。因此使用者對於廣告的態度的重要性，不僅只有廣告商需要關心，線上影音服務網站的提供者也應該需要了解。本研究以YouTube網站為例，調查使用者在觀看影音時，對於網站所提供的廣告之態度。我們沿用先前在一般情形下的廣告態度之研究(Brackett &; Carr, 2001)，並結合理性行動理論(TRA)及心理學的沉浸體驗(flow)，不僅研究對廣告態度造成影響的因素，更延伸至對於行為的影響。我們在台大批踢踢實業坊(PTT.cc)發放問卷，並得到有效問卷500份。

THE USAGE OF INTERNET IS GETTING WIDESPREAD, AND THE SERVICE OF ONLINE VIDEO IS GETTING MORE AND MORE POPULAR, TOO. THE REVENUE OF THE WEB PROVIDING THESE SERVICES COMES MOSTLY FROM THE ADVERTISEMENTS. THEREFORE, USERS’ ATTITUDES TOWARD ADVERTISING IS WORTHY FOR NOT ONLY THE ADVERTISERS BUT ALSO THE PROVIDERS OF ONLINE VIDEO SERVICES TO CONCERN. OUR STUDY TRIES TO INVESTIGATE THE ATTITUDES TOWARD THE ADVERTISEMENTS WHILE WATCHING ONLINE VIDEOS IN YOUTUBE. WE FOLLOWED THE RESEARCH OF USERS’ ATTITUDES TOWARD ADVERTISEMENTS IN GENERAL (BRACKETT &; CARR, 2001) AND WE COMBINED IT WITH THE THEORY OF REASONED ACTION AND THE CONCEPT OF FLOW IN THE PSYCHOLOGY IN OUR RESEARCH. IT NOT ONLY STUDIES THE FACTOR AFFECTING ATTITUDES TOWARD ADVERTISEMENTS BUT ALSO EXTENDS TO THE INFLUENCE TO BEHAVIORS. OUR QUESTIONNAIRE WERE RELEASED ON THE MOST INFLUENTIAL BBS IN TAIWAN (PTT.CC), AND WE RECEIVED ABOUT 500 FILLED QUESTIONNAIRES. THE CONCLUSION AND MANAGERIAL IMPLICATIONS HAVE FURTHER DISCUSSIONS.

Abstract II
1. Introduction 1
2. Literature Review 3
2.1 Attitude 3
2.2 Flow 3
2.3 Attitude toward Advertising in General 4
2.4 Attitude toward Internet Advertising 5
2.5 Online Video Marketing 8
2.6 YouTube 9
2.7 Advertising on YouTube 11
3. Hypotheses Development 16
3.1 The Attitude toward Advertisements 16
3.2 The theory of reasoned action 17
3.3 The concept of flow 18
4. Research Methodology 20
4.1 Instrument development 20
4.2 Main survey 21
5. Results 23
5.1 Calibration sample analysis: in-video ads 23
5.2 Validation sample analysis: in-stream ads 26
6. Discussion 29
7. Contributions 37
Appendix A- Instrument Items 39
Appendix B-The contexts of the survey 43
B.1 Case 1 ( in-video ads ) 43
B.2 Case 2 ( in-stream ads ) 44
Appendix C. Multi-group analysis 45
C.1. Item-factor loadings and model-fit analysis 45
C.2. Standardized structural weights 46
Reference 47
Internet Reference 52

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