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研究生:呂亦婕
研究生(外文):LU,YICH-IEH
論文名稱:YouTube可跳過的插播廣告觀看行為:來源吸引力、互惠利他主義、廣告惱人和廣告迴避行為之間的關係
論文名稱(外文):YouTube skippable in-stream ad viewing behavior: The relationships among source appeal, reciprocal altruism, advertising irritation and ad avoidance
指導教授:李爵安
指導教授(外文):Lee, Chueh-An
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:2020
畢業學年度:108
語文別:英文
論文頁數:63
中文關鍵詞:廣告惱人廣告避免互惠利他可跳過廣告YouTube
外文關鍵詞:ad irritationad avoidancereciprocal altruismskippable adYouTube
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社群媒體平台正在蓬勃發展,尤其是YouTube影音社群。截至今天,全球有超過300萬YouTube創作者透過上傳影片內容賺錢。對於創作者來說,如何增加廣告收入至關重要,因為這關係到頻道是否可以持續運營。本研究試圖了解互惠利他與來源吸引力兩個構面,是否可以減少YouTube平台上廣告惱人與廣告避免。本研究於YouTube頻道和Dcard創作者討論版上發放網路問卷,收回512份有效問卷,並使用SmartPLS檢驗所提出的概念框架與假說。
研究結果顯示,廣告惱人對廣告避免有直接的正向影響。此外,互惠利他行為可以成功地減少廣告惱人與廣告避免等負面態度與行動。然而,來源吸引力並不能做為降低廣告惱人與廣告避免。本研究結果提供創作者與欲投放廣告在YouTube平台的公司釐清哪些會影響廣告避免,以及創做者如何減少民眾對於廣告的負面態度和避免行為。在未來,廣告商或創作者可運用研究內容,有效地規劃YouTube平台上的廣告,以提升民眾觀看廣告的意願。
Social media platforms are thriving, especially the YouTube platform. Today, more than three million YouTube creators make money from the content they upload. For those creators, how to increase their advertising revenue is crucial because it is related to the continued operation of their channels. This study attempts to identify the potential antecedents that can mitigate ad irritation and advertising avoidance in the YouTube platform, including reciprocal altruism and source attractiveness. Using an online survey (n = 512), the proposed model is examined with smartPLS analysis.
The findings show that ad irritation has a positive effect on ad avoidance, and reciprocal altruism can successfully decline both ad irritation and ad avoidance. However, source attractiveness fails to mitigate ad irritation and ad avoidance. In addition, the result of this study provides creators and firms to clarify what factors will influence ad avoidance, and how to reduce viewers’ negative attitudes and avoidance behaviors on YouTube advertising. Based on our findings, advertisers and creators can implement better decisions on advertising to enhance the viewers’ intention of watching the advertisements.
中文摘要 ………………………………………………………………………………………………………………I
Abstract …………………………………………………………………………………………………………II
謝辭………………………………………………………………………………………………………………………III
Chapter One: Introduction ………………………………………………………………1
Chapter Two: Literature Review …………………………………………………4
2.1 YouTube streaming media ……………………………………………4
2.2 Advertising Avoidance ………………………………………………6
2.3 Ad Irritation ………………………………………………………………………8
2.4 The source-attractiveness ………………………………………9
2.5 Reciprocal Altruism ……………………………………………………10
Chapter Three: Conceptual model and Hypotheses ……12
3.1 The effect of ad irritation on advertising avoidance …………………………………………………………………………………………………………………………………13
3.2 The effect of source attractiveness on ad irritation …………………………………………………………………………………………………………………………………14
3.3 The effect of source attractiveness on advertising avoidance ………………………………………………………………………………………………………16
3.4 The effect of reciprocal altruism on ad irritation and advertising avoidance ……………………………………………………………18
Chapter Four: Methodology ……………………………………………………………20
4.1 Measurement Instruments ……………………………………………20
4.2 Sample and Data collection …………………………………24
4.3 Control Variables …………………………………………………………27
Chapter Five: Results ………………………………………………………………………28
5.1 Measurement Model …………………………………………………………28
5.2 Structural Model …………………………………………………………34
5.3 Summary of Results ………………………………………………………35
Chapter Six: Discussion …………………………………………………………………37
6.1 Discussion ………………………………………………………………………………37
6.2 Theoretical contributions ………………………………………40
6.3 Managerial implications ……………………………………………41
6.4 Limitations and Directions for Future Research
…………………………………………………………………………………………………………………………………43
Chapter Seven: Conclusion …………………………………………………………44
Appendix 1 Measurement items and sources ……………………45
Appendix 2 Chinese version survey questionnaire …49
References ……………………………………………………………………………………………………59
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