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研究生:陳妍靜
研究生(外文):Chen,Yan-Jing
論文名稱:廣告訴求與原生廣告形式對廣告效果之影響
論文名稱(外文):The Influences of Advertising Appeal and Native Advertising Form on Advertising Communication Effect
指導教授:楊景傅楊景傅引用關係
指導教授(外文):Yang,Jing-Fuh
口試委員:吳師豪簡施儀
口試日期:2017-05-31
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理系碩士班
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:2017
畢業學年度:105
語文別:中文
論文頁數:100
中文關鍵詞:廣告訴求原生廣告廣告效果
外文關鍵詞:advertisement appealnative advertisingadvertising effectiveness
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隨著行動裝置的數量成長,以及傳統橫幅廣告之廣告效益降低,使得原生廣告
的數量也隨之增長。原生廣告完美整合至使用者行動裝置的內容,使用者較不會排
斥,除了更優質的使用者體驗,廣告主及網路媒體出版商也表示,行動裝置上的原
生廣告表現相當優異,而原生廣告在社群上的廣告效益為何,還甚少人研究。另外
在實務操作面上廣告訊息訴求以理性與感性訴求為最多廣告商採取的訴求方式。
因此,本研究將探討廣告訴求與原生廣告形式對廣告效果之影響。透過網路問卷發
放的方式,本研究共取得424份有效問卷。研究結果發現:(1) 廣告訴求(理性/感
性)雖然無法直接影響購買意圖,但在廣告溝通效果上皆有顯著效果。(2)廣告訴求
皆能影響廣告記憶,但在廣告記憶影響購買意圖效果上,不管何種情境下皆不顯著。
(3) 在社群媒體廣告上,理性訴求在經過中介之後會比感性訴求更能影響購買意
圖。(4)在理性廣告訊息訴求之下,原生推薦式廣告最能有效影響購買意圖。最後,
本研究依研究結果提出實務意涵,並依本研究限制提出未來研究建議。
As the number of mobile devices grow and the effectiveness of traditional banner
ads reduce, these situation leads to the increase of native advertisements. Native ads are
perfectly integrated into user's mobile device and users are less likely to reject it. In
addition to a better user experience, advertisers also indicate that native ads on mobile
devices are performing well. However, the benefits of the native advertisement on the
social network have been studied by few people. In addition, in practical, advertisers
mostly use rational or emotional way to convey their advertising appeal. Therefore, this
study will explore the impact of advertising appeal and native advertising form to the
effect of advertising. We distribute our survey questionnaires on the Internet and invite
passersby to fill in the questionnaire by using QR code simultaneously, this research
obtains a total of 424 valid samples. The research results show that: (1). Although the
advertising appeal can’t directly affect the purchase intention, it has a significant effect
on advertising communication. (2). Advertising appeal can affect the advertising memory,
but advertising memory doesn’t have a significant effect on the purchase intention in any
situation. (3). On the social network, through mediation effect, the effect of rational
advertising appeal has a better impact on purchase intention compared to emotional
advertising appeal. (4). Native recommendation advertisement can affect the purchase
intention most effectively in rational way. Finally, we provide academic and
managerial implications based on the result and recommendations for the future
research based on the limitations.
中文摘要……………………………………………………………….……Ⅰ
Abstract…………………………………………………………………… II
致謝…………………………………………………………………………………III
目錄…………………………………………………………………………………….Ⅳ
表目錄…………………………………………………………………………………V
圖目錄…………………………………………………………………………………VI
第一章 緒論………………………………………………………………………1
第一節 研究背景…………………………………………………………… 1
第二節 研究動機與目的……………………………………………… 3
第三節 研究流程…………………………………………………………………………………4
第貳章 文獻探討…………………………………………………………………………………6
第一節 研究架構…………………………………………………………………………………6
第二節 廣告定義…………………………………………………………………………………7
第三節 網路廣告的類型…………………………………………………………………9
第三節、社群廣告效果的衡量………………………………………………………20
第參章 研究方法…………………………………………………………………………………35
第一節 研究假說…………………………………………………………………………………35
第二節 變數的操作型定義與衡量方式………………………………………36
第三節 實驗設計與受測者分析……………………………………………………42
第一節 樣本結構分析…………………………………………………………………………47
第二節 信效度分析………………………………………………………………………………49
第三節 假說檢定…………………………………………………………………………………59
第四節、中介效果分析………………………………………………………………………64
第五章、結論與研究限制………………………………………………………………………66
第一節、 結論…………………………………………………………………………………66
第二節、實務意涵…………………………………………………………………………………69
第三節、研究限制與未來研究建議………………………………………………73
參考文獻………………………………………………………………………………… 76
附錄一………………………………………………………………………………… 88


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數位時代。2017 年1 月31 日,取自https://goo.gl/UpvMxL
網路社群媒體發展分析,MIC 產業情報研究所(2011)。2017 年1 月31 日,取自
http://mic.iii.org.tw/aisp/reports/reportdetail_register.asp?docid=2965
2017 年調查台灣最熱門臉書專業及粉絲,Socialbakers。2017 年1 月31 日,取自
https://goo.gl/Ab6kWx
品牌運用社群發展現況與應用分析,MIC 產業情報研究所(2014)。 2017 年1 月
31 日,取自
http://mic.iii.org.tw/aisp/reports/reportdetail_register.asp?docid=3040
IAB (2013,DECEMBER)。The Native Advertising Playbook。2017 年2 月28 日,
取自 https://goo.gl/gRwFLB
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