臺灣博碩士論文加值系統

本研究以Instagram限時動態的廣告為例，針對娛樂、資訊性、惱怒與互動性對廣告態度的影響，最後再探討產品涉入是否會對廣告態度與購買意願之間進行干擾作用。本研究共分為五章，第一章提出研究背景、動機與目的，第二章為文獻回顧，第三章為研究方法，第四章為研究結果，第五章為結論與建議。本問卷採網路發放方式進行調查，以使用過Instagram應用程式的使用者為施測對象，共計收回297份問卷，其中有效問卷為278份。使用SPSS 20做敘述性統計分析，並使用Smart PLS 3.0做資料分析。本研究共提出六個假設，其中五個假設成立，其結果顯示:廣告中的娛樂性對廣告態度呈現正向影響；廣告中的資訊性對廣告態度呈現正向影響；廣告中所以引起的惱怒對廣告態度呈現負向影響；廣告中的廣告態度對購買意願呈現正向影響；產品涉入對於廣告態度與購買意願之關係具有干擾作用；而廣告中的互動性對廣告態度呈現正向影響則不成立。

This study takes Instagram “Stories” as an example, focusing on the effects of advertising attitudes towards entertainment, informativeness, irritation, and interactivity. Finally, it investigates whether product involvement interferes with the relationship between advertising attitudes and purchase intentions. This study is divided into five chapters: Chapter 1 presents the background, motivation and purpose of the study, Chapter 2 is the literature review, Chapter 3 is the research methodology, Chapter 4 is the research results, and Chapter 5 is the conclusion and recommendations. The questionnaire was distributed online to whom have used the Instagram application. 297 questionnaires were received, of which 278 were valid. SPSS 20 was used for Descriptive Atatistics Analysis and Smart PLS 3.0 was used for data analysis. Six hypotheses were proposed in this study, five of which were support. The results showed that: entertainment in advertising has a positive effect on attitude toward advertising; informativeness in advertising has a positive effect on attitude toward advertising; irritation in advertising has a negative effect on attitude toward advertising; attitude toward advertising has a positive effect on purchase intention; product involvement has an Moderator effect on the relationship between attitude toward advertising and purchase intention. The positive effect of interactivity in the advertisement on attitude toward advertising is not support.

目錄
摘要 I
Abstract II
誌謝辭 III
目錄 i
圖目錄 iv
表目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻回顧 6
第一節 廣告態度 6
第二節 娛樂 8
第三節 資訊性 9
第四節 惱怒 11
第五節 互動性 12
第六節 產品涉入 15
第七節 購買意願 17
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假設 19
第三節 研究變數的衡量與操作型定義 23
第四節 正式問卷編制 24
第五節 資料分析方法 26
第四章 研究結果 28
第一節 敘述性統計 28
第二節 信度分析 32
第三節 效度分析 34
第四節 結構模型分析 38
第五節 研究假設驗證之結果 42
第五章 結論與建議 45
第一節 研究結論 45
第二節 學術意涵 48
第三節 管理意涵 48
第四節 研究限制與建議 49
參考文獻 50
中文部分 50
英文部分 51
附錄A 正式問卷 60

圖目錄
圖1- 1 Instagram限時動態廣告 2
圖1- 2 研究流程圖 5
圖2- 1 Instagram限時動態廣告娛樂 9
圖2- 2 Instagram抽獎廣告 14
圖2- 3 Instagram最下方提供網址連結(來去逛逛) 15
圖3- 1本研究架構圖 19
圖4- 1研究架構關係圖 44

表目錄
表3- 1 操作型定義 23
表3- 2 構面問項總表 24
表4- 1問卷回收樣本數量結構 28
表4- 2 Instagram使用頻率分布表 28
表4- 3性別分布表 29
表4- 4年齡分布表 30
表4- 5教育程度分布表 30
表4- 6職業分布表 31
表4- 7平均每月所得分布表 32
表4- 8各構面與總體信度 33
表4- 9各構面組合信度(CR)值 34
表4- 10各構面平均變異萃取量(AVE)值 35
表4- 11各問項之因素負荷量(Factor Loadings)值 36
表4- 12各構面之相關係數與AVE平方根值 38
表4- 13娛樂與廣告態度之關係分析 39
表4- 14資訊性與廣告態度之關係分析 39
表4- 15惱怒與廣告態度之關係分析 40
表4- 16互動性與廣告態度之關係分析 40
表4- 17廣告態度與購買意願之關係分析 41
表4- 18產品涉入對於廣告態度與購買意願關係分析 42
表4- 19結構模式分析之數值整理 42
表4- 20結構模式檢定結果總整理 43

中文部分
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劉安偉，(2019年7月19日)，各大品牌改用它圈粉！IG限時動態威在哪？，天下雜誌，https://www.cw.com.tw/index.php/article/5096088?aiarec=1&ercamp=article_interested_10&from_id=5077764&from_index= 。
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