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研究生:葉懿箴
研究生(外文):YEH, I-CHEN
論文名稱:社群媒體廣告對購買意願影響之研究
論文名稱(外文):The Inference of Social Media Advertising on the Purchase Intention
指導教授:徐村和徐村和引用關係
指導教授(外文):HSU, TSUEN-HO
口試委員:黃識銘關復勇謝致慧
口試委員(外文):HUANG, SHYH-MINGKUAN,FU-YUNGSHIEH,CHIN-HUI
口試日期:2020-07-21
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:創業管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:63
中文關鍵詞:社群媒體廣告廣告價值心流品牌知名度購買意圖
外文關鍵詞:Social media advertisingAdvertising valueFlowBrand awarenessPurchase intention
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隨著網路越來越發達的時代,智慧型手機的出現,使用者可以藉由網路在各式各樣的手機APP上獲取產品資訊與服務。現今最受歡迎的社群平台Instagram,有許多品牌與企業會在這個平台上投放廣告給使用者觀看而產生後續的發展。

本研究以近幾年在臺灣比較盛行的社群媒體Instagram作為研究對象,探討使用者觀看了Instagram上廣告後的價值是否產生心流,或者是品牌的知名度而影響到最後使用者的購買意圖。利用網路問卷的方式,發放給有使用過社群媒體Instagram的使用者來填答,共獲得有效問卷為329份,透過SPSS統計軟體進行統計分析與檢定研究假設。

研究結果表示: 使用者藉由Instagram來觀看品牌與企業所投放的廣告內容中,廣告內容是容易使他們產生心流(沉浸)的,所以當使用者對廣告與品牌有著好的評價,就會在近一步的產生購買意圖。而另一個研究是以觀看廣告後,對廣告上的品牌有所認識,而產生的品牌知名度,當使用者對廣告上的品牌或企業有認識時,只要是對產品或品牌有著好的評價,就能促使消費者產生購買意圖。這些都是透過受測者在觀看廣告的感覺,更進一步的去探討廣告對購買意圖的影響,讓社群廣告成為一個對品牌與企業更有效的行銷管道。


With the development of the Internet and the emergence of smart phones, users can access product information and services on various mobile APPs through the Internet. Today's most popular social platform, Instagram, there are many brands and companies that will put ads on this platform for users to browse and follow-up development.

In this study, the social media Instagram, which is more popular in Taiwan in recent years, is used as a research object to explore whether the value of users browsing Instagram ads has a flow, or the brand popularity affects the purchase intention of the final user. Using online questionnaires, it was distributed to users who have used social media Instagram to fill in the answers. A total of 329 valid questionnaires was obtained. Statistical analysis and verification of research hypotheses were conducted through SPSS statistical software.

The results of the study show that: Users use Instagram to view the advertising content of brands and companies. The advertising content is easy for them to have a flow (immersion), so when users have a good evaluation of advertising and brands, they will In the next step, the purchase intention is generated. Another study is to know the brand on the advertisement after browsing the advertisement, and the brand awareness that is generated, when the user has an understanding of the brand or enterprise on the advertisement, as long as the product or brand has a good evaluation, Can urge consumers to produce purchase intentions. These are based on the feeling that the respondent is browsing the advertisement, and further explore the influence of the advertisement on the purchase intention, so that the community advertisement becomes a more effective marketing channel for brands and enterprises.

摘要 ⅰ
ABSTRACT ⅱ
誌 謝 ⅲ
目錄 ⅳ
表目綠 ⅵ
圖目綠 ⅷ

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 4

第二章 文獻回顧 6
第一節 社群媒體 6
第二節 廣告價值 9
第三節 心流理論 10
第四節 品牌知名度 12
第五節 廣告態度與品牌態度 13
第六節 購買意圖 16

第三章 研究方法 17
第一節 研究假設 17
第二節 研究架構 19
第三節 研究變數之操作型定義 20
第四節 資料分析方法 24
第五節 研究問卷與問卷前測 26

第四章 研究結果 29
第一節 描述性統計分析 29
第二節 信效度分析 31
第三節 平均數和標準差分析 34
第四節 相關係數分析 37
第五節 研究假設驗證 38

第五章 研究結論與建議 41
第一節 研究結果與討論 41
第二節 行銷意涵 44
第三節 研究貢獻 45
第四節 研究限制與建議 45


參考文獻 47
附錄:問卷 61


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