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研究生:朱敏華
研究生(外文):CHU,MIN-HUA
論文名稱:廣告懷疑、廣告迴避、廣告惱怒與廣告效果之研究-兼論廣告與網頁關聯程度之干擾效果
論文名稱(外文):A Study of the Advertising Skepticism, Advertising Avoidance, Advertising Irritation and Advertising Effectiveness: The Moderating Effect of Engagement
指導教授:蕭至惠蕭至惠引用關係
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:行銷與觀光管理學系研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:114
中文關鍵詞:原生廣告、廣告內容與網頁關聯程度、廣告懷疑、廣告惱怒、廣告迴避、廣告效果
外文關鍵詞:Native advertising、Engagement effect、Advertising skepticism、Advertising irritation、Advertising avoidance、Advertising effectiveness
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本研究以線上訂房平台-Airbnb為研究對象,探討負面情緒反應之廣告懷疑、廣告惱怒、廣告迴避三變數對於廣告效果的影響。此外,本文亦探討原生廣告內容與網頁關聯程度是否會干擾廣告效果。
本研究透過實驗設計以驗證研究假說,共計回收有效問卷322份。而本文的驗證結果如下: (一) 相較於關聯程度低者,原生廣告與網頁的關聯程度高時,能引發較佳之廣告效果。(二)相較於低程度之廣告懷疑、廣告惱怒及廣告迴避,高程度之廣告懷疑、廣告惱怒及廣告迴避的廣告效果比較差。(三)當原生廣告與網頁的關聯程度高時,廣告懷疑的高低,對於廣告效果沒有影響。(四)當原生廣告與網頁的關聯程度高時,相較於低廣告惱怒,高廣告惱怒的廣告效果比較差。(五)當原生廣告與網頁的關聯程度高時,相較於低廣告迴避,高廣告迴避的廣告效果比較差。(六)相較於低廣告惱怒,高廣告惱怒時,對於引發廣告懷疑及廣告迴避具有增強作用。
This study uses Airbnb as an example to explore the relationships among advertising skepticism, advertising irritation, and advertising avoidance on advertising effectiveness. And we also research the moderating effect of engagement on advertising effectiveness in the study.
This study is based on experimental designs to validate the hypotheses and includes 322 participants. The main results of this study are as follows. (1) Compared with low engagement effect, high engagement can lead to better advertising effectiveness. (2) Compared with low ad skepticism, ad avoidance and ad irritation, high ad skepticism, ad avoidance and ad irritation of advertising effectiveness is relatively poor. (3) When the high engagement effect, regardless of the level of ad skepticism, has no effect on the ad effectiveness. (4) When the high engagement effect, compared with low ad irritation, high ad irritation of advertising effectiveness is relatively poor. (5) When the high engagement effect, compared with low ad avoidance, high ad irritation of advertising effectiveness is relatively poor.
(6) Compared with low ad irritation, high ad irritation it has an enhanced effect on causing ad skepticism and ad avoidance
第壹章、緒論 1
第一節、 研究背景與動機 1
第二節、 研究缺口 4
第三節、 研究目的 5
第四節、 研究流程 6
第貳章、 文獻探討 7
第一節、 原生廣告 7
一、原生廣告 7
二、原生廣告之應用探討的重要性 8
三、原生廣告之盛行與負面聲浪 9
四、Facebook原生廣告 10
第二節、 原生廣告內容與網頁內容的關聯程度 13
第三節、 廣告效果(The Effect of Advertising) 15
一、廣告態度(Attitude Toward Advertising) 16
二、品牌態度(Brand Attitude) 18
三、產品態度(Attitude Toward Product) 19
四、購買意圖(Purchase Intention) 19
第四節、 廣告侵擾(Advertising Intrusiveness) 20
一、廣告迴避(Advertising Avoidance) 21
二、廣告惱怒(Advertising Irritation) 25
第五節、 廣告懷疑(Advertising Skepticism) 27
研究設計與方法 29
第一節、 研究架構 29
第二節、 研究假說 29
第三節、 研究變數與操作型定義 36
第四節、 前測 42
第五節、 正式問卷設計 49
第六節、 資料分析方法 49
研究結果 51
第一節、 敘述統計 51
第二節、 信度分析 54
第三節、 假說驗證 54
結論與建議 67
第一節、 研究結果 67
第二節、 研究貢獻 70
第三節、 研究限制與未來方向 71
參考文獻 72
一、中文文獻 72
二、英文文獻 74
附錄一:前測問卷一 85
附錄二:正式問卷1 92
附錄三:正式問卷2 99
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