臺灣博碩士論文加值系統

目的：消費者生成內容(User-generated Content, UGC)，意指由消費者所創造的任何形式之內容，包含了網路評論、產品/服務之使用心得，以及本文中所探討之消費者生成廣告(Consumer-generated Advertisements, CGA)。在既有的文獻裡，多數僅提到了消費者生成內容對於品牌商所推出之行銷方案或是廣告策略，具有著一定的影響力，進而會改變消費者對品牌的認知。但僅有少數的文獻，提及到消費者生成廣告之影響。所以在這篇論文裡，我們試著去探討四種類型之消費者生成廣告，將會對消費者意圖行為帶來之改變，進而分析這些改變與廣告內容特性之關聯。
設計/方法：在研究實驗裡，我們採用了二(名目近似關係：近似/不像)乘二(隱含內容：正面/負面)的實驗設計，試著去測試這四種消費者生成廣告，與官方原生之廣告相比，會對來源可靠程度、生成者的專業程度、品牌態度、品牌信任，以及意圖行為等五個方面而言，各自地將會為這五個項目，帶來何種不同的影響。
創舉/價值：希望這篇論文能發現這些項目之間的相互關係，提供給官方品牌行銷人員相關知識，建議其如何操作社群媒體策略，或是其他的解決方案應對之。

Purpose – User-generated content (UGC) refers to any forms of content created by the customers, which contains online testimonials, written review and consumer-generated advertising (CGA). Whereas previous studies had shown that UGC has an extremely influence on the marketing event created by the brand-relating marketers, but there are only few research focuses on CGA. As the result, this paper focuses on examining the factors of different kinds of CGA that affect the customer’s intended behaviors.
Design/methodology –We use two (nominal relationship: assonant vs. dissonant) x two (underlying message: positive vs. negative) experimental study, which means there are four kinds of CGA (contrarian, incongruous, subversive and concordant), we explore the impacts of these CGA vs. the official printed advertisement on customers’ perceived source credibility, brand attitude, brand trust and intention Behaviors.
Originality/value – Through this research, we hoped we could find out the better understanding on different kinds of CGA by comparing different factors within themselves, and then provide the more details of the further marketing strategy. We expected this research can give a contribution to similar research and marketers.

摘要 i
ABSTRACT ii
TABLE OF CONTENTS iii
List of Tables iv
List of Figures v
Chapter 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Objectives 2
Chapter 2 LITERATURE REVIEW 3
2.1 User-Generated Content 3
2.2 Consumer-Generated Advertisement (CGA) 3
2.3 Source Credibility 6
2.4 Brand Attitude 7
2.5 Brand Trust 8
2.6 Intentioned Behaviors 9
Chapter 3 METHODOLOGY 10
3.1 Research Framework 10
3.2 Experimental Design 10
3.3 Measurements 14
3.4 Procedure and Participants 14
3.5 Data Analysis 15
Chapter 4 RESULTS 17
4.1 Reliability and Validity Analysis 17
4.2 Pearson Correlation Analysis 19
4.3 Dependent T-test for Different Responses of CGAs 21
4.4 Main Effects from the Contingency Variables 24
4.5 Main Effects on Intention Behaviors 28
4.6 Descriptive Analysis 29
Chapter 5 RESEARCH FINDINGS 36
5.1 Theoretical Contributions and Conclusion 36
5.2 Managerial Implication 38
5.3 Limitations and Suggestion for Future Research 39
REFERENCES 41
APPENDIEX 46

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