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研究生:賴怡璇
研究生(外文):Yi-Hsuan Lai
論文名稱(外文):Non-anonymity on Social Advertising: The Impact on Impulse Purchase Intentions
指導教授:謝依靜謝依靜引用關係
指導教授(外文):Yi-Ching Hsieh
學位類別:碩士
校院名稱:國立中央大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:51
中文關鍵詞:社交廣告推薦系統認知信任關係強度衝動購物意願
外文關鍵詞:social advertisingrecommender systemcognitive trustimpulse purchase intention
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隨著社群網站的普及,行銷人員利用社交媒體進行產品或服務的推廣。藉由社交平台的協同過濾 (collaborative filtering) 推薦系統及其擁有之廣大用戶的個人資料,供應商可依業務所需,選擇欲投放廣告受眾之條件以觸及目標客群,有效地將個人化廣告適當的推播予現有及潛在顧客,並且運用分析報告以追蹤掌握廣告的成效。
部分社交廣告提及並顯示用戶好友的社交動作,藉由背書之效果降低消費者的不信任感。本研究推導出七項假說,構念包含認知信任因素之正直及能力、隱私顧慮程度及消費者衝動購物意圖,欲探討消費者面對社交廣告的非匿名性,產生之行為反應及其對於衝動型購物意願之影響。本研究之資料收集自三個實驗情境:匿名性社交廣告、非匿名性社交廣告(關係強)、非匿名性社交廣告(關係弱)。
With the popularity of social media websites, marketers promote products or services through social media. With the collaborative filtering recommendation system of the social platform and the personal information of the majority of users, retailers can set the rules and criteria for where their ads are delivered, reach the target audience based on their requirements of the business, displaying personalize advertisements to existing and potential customers effectively, using analysis reports to track and control the effectiveness of advertising.
Some social advertisements mention and display social actions of users, in order to reduce their distrust through the effect of endorsement. This study derives seven hypotheses, including the concept of the integrity and competence of cognitive trust factors, degrees of privacy concerns, and consumers’ impulse shopping intentions. The study would explore the effect on the behavioral reaction and the impulse purchase intention of consumers when they receive the non-anonymous social advertisement. Data were gathered by an experimental design with three scenarios: anonymous; non-anonymous-strong tie; non-anonymous-weak tie.
摘要 i
Abstract ii
Table of Contents iii
List of Tables iv
List of Figures iv
1. Introduction 1
2. Theoretical Issues and Hypotheses 3
2.1 Online Personalization 4
2.2 Recommender System 5
2.3 Social Advertising 6
2.4 Gossip Theory and Non-anonymity on Social Advertising 7
2.5 Cognitive Trust 9
2.6 Non-anonymity on Social Advertising and Competence 10
2.7 Non-anonymity on Social Advertising and Integrity 13
2.8 The Mediating Role of Cognitive Trust in Integrity and Competence 14
2.9 Control variables 15
3. Research Method 16
3.1 Procedure 16
3.2 Reliability and Validity 17
3.3 Participants 17
4. Results 19
4.1 Measurement Model 19
4.2 Hypotheses testing 22
5. General Discussion 28
5.1 Theoretical and Practical Contributions 28
5.2 Managerial Implications 31
6. Limitations and suggestions for future research 31
Reference 32
Appendix 41

List of Tables
Table 1. Literature on trust among social advertising 14
Table 2. Demographic Profile of the Sample 22
Table 3. Distribution of scenario 22
Table 4. Measurement constructs reliability and validity 24
Table 5. Correlation Matrix of Constructs 24
Table 6. Summary of Measurement Model Statistics 24
Table 7. Tests of Between-Subjects Effects 27
Table 8. The results of the Scheffe’s post-hoc testing 28
Table 9. Tests of Between-Subjects Effects: Integrity 29
Table 10. Mean of privacy concern and type of social advertising 30
Table 11. The results of the Scheffe’s post-hoc testing: Integrity 30
Table 12. Testing for Mediation 32
Table 13. The results of hypothesis testing 34
List of Figures
Figure 1. Research Model 8
Figure 2. Profile Plots in Integrity 30
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