臺灣博碩士論文加值系統

　　數位行動浪潮襲捲全球，智慧型手機的普及讓行動行銷成為一股趨勢，如何善用行動媒體的特性來提高整合行銷傳播的綜效亦是近年來數位行銷領域相當關注的話題。APP是行動媒體中最能直接與消費者接觸的工具，而社群APP因為內容具備即時性、社群性等特徵，成為各大品牌搶奪消費者眼球的必爭之地。
　　在眾多社群APP中，Facebook的廣告服務已行之有年，後起之秀Instagram亦於2015年9月對台灣企業開放廣告功能，讓廣告主能以付費的方式觸及更多的使用者。此二平台的廣告運作機制非常相似，消費者都會先接收貼文廣告，再從貼文廣告連接到品牌帳號的主要頁面，兩個品牌訊息加總將有機會產生跨訊息綜效。不過，這兩個平台在內容表現形式上卻不盡相同，且Instagram強大的濾鏡功能能讓照片更具美感，進而影響使用者對品牌的解讀及反應，所呈現的綜效也可能有所不同。
　　因此本研究選定Facebook與Instagram為研究對象，以社群APP平台為自變項，廣告態度及品牌態度為依變項，來驗證跨訊息綜效是否產生，並比較此二平台在廣告資訊處理歷程及效果上的差異。本研究採用實驗法，招募100名政治大學非傳播學院之大學生及研究生進行實驗，所得結果如下：
一、 單一媒體的跨訊息綜效並不顯著，但不同媒體（Facebook與Instagram）的資訊處理歷程、態度形成及跨訊息效果卻不盡相同。
二、 與說服知識相比，美感反應才是影響操弄意圖推論高低的主要變項，接收Facebook廣告的消費者會因為較低美感反應產生較高操弄意圖推論，接收Instagram廣告的消費者則會因為美感反應較高而使操弄意圖推論較低。
三、 操弄意圖推論對訊息涉入度具顯著負向影響，操弄意圖愈高，訊息涉入度愈低，反之亦然。Facebook的操弄意圖推論較高，因此訊息涉入度較低，消費者較缺乏訊息處理動機，而Instagram的操弄意圖推論較低使得訊息涉入度較高，亦即消費者具備較高的訊息處理動機。

第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的與價值 7
第二章　文獻探討 9
第一節　說服知識與操弄意圖推論 9
第二節　美感反應與操弄意圖推論 12
第三節　操弄意圖推論、推敲可能性模式與強化效果 14
第三章　研究方法 17
第一節　研究架構 17
第二節　實驗設計 18
第三節　實驗素材選擇與前測 19
第四節　正式實驗 27
第四章 研究結果與分析 36
第一節　受測者輪廓 36
第二節　量表信度分析 37
第三節　操弄檢定 38
第四節　假設驗證 41
第五章 結論 53
第一節　研究發現與討論 53
第二節　學術貢獻與實務建議 57
第三節　研究限制與未來研究建議 60
參考文獻 62
中文文獻 62
英文文獻 62
網路資料 67
附錄 69
附錄一　前測實驗物設計 69
附錄二　前測問卷 72
附錄三　正式實驗物 88
附錄四　正式實驗問卷 92

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