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研究生:王筱雯
研究生(外文):WANG, SIAO-WEN
論文名稱:聽覺對廣告態度的影響—Podcast 為例
論文名稱(外文):The influence of auditory on attitude toward advertising-An investigation on Podcast advertising
指導教授:李佩芳李佩芳引用關係
指導教授(外文):LI, PEI-FANG
口試委員:邱靖博李佩芳涂登才毛筱豔陳澤義
口試委員(外文):CHIU, CHING-POLI, PEI-FANGTU, TENG-TSAIMAO, HSIAO-YENCHEN, TSER-YIETH
口試日期:2021-05-24
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:國際企業研究所
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:2021
畢業學年度:109
語文別:英文
論文頁數:72
中文關鍵詞:Podcast聽覺刺激廣告價值模型擬社會互動
外文關鍵詞:PodcastAuditory StimuliAdvertising Value ModelParasocial Interaction
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本研究旨於探討 Podcast 廣告相較其他社交媒體廣告更受歡迎的原因。在現有的研究中,社交媒體廣告著重於廣告內容、位置、影像等,而本研究以聽覺刺激為前提,透過調整廣告價值模型來探討聽眾對廣告的態度。基於Podcast的特性,我們添加了一個新變數-擬社會互動,其中Podcaster本身可能會在為廣告增加更多價值。我們收得340份有效樣本,並透過結構方程模型 (Structural Equation Modeling) 進行數據分析。

研究結果顯示,聽覺刺激對廣告價值的三個前因變數有正向影響:娛樂性、資訊有用性和敘事廣告。前兩個變數證實對廣告價值有影響,進而對廣告態度產生正向影響。擬社會互動對廣告價值也有的貢獻。根據結果,我們發現聽覺刺激可以有效地傳達資訊,增強娛樂效果,進而幫助聽眾對廣告形成良好的態度。Podcaster對廣告效果也有著重要得作用。因此,我們建議在設計聽覺廣告時,廣告內容應具備有用的資訊以及娛樂效果。投放廣告的廠商,應挑選與所宣傳的產品/品牌符合形象的Podcaster合作。

The purpose of this study is to understand why Podcast advertising is relatively popular than other advertising in social media. In the extant research, social media advertising focused on advertising content, location, image, etc., while the present study takes the approach of auditory stimuli as an antecedent to explore the audience's perception of advertising, by adapting the advertising value model. One new variable, parasocial interaction, has been added to this model based on the particular attributes of Podcast, where Podcasters themselves may play a role in adding more value to the advertising. We collected a sample of 340 Podcast audiences and analyzed the data by structural equation modeling (SEM). The results show that auditory stimuli positively influence the three antecedents of advertising values: entertainment, information usefulness, and narrative advertising. The first two variables are confirmed to have positive impact on advertising value, and in turn, to positively affect the attitude towards advertising. Parasocial interaction also has positive contribution to advertising value. According to the results, we found that good auditory stimuli can effectively convey information and enhance the sense of entertainment and in turn, help the audiences form positive attitudes towards advertising. Podcasters’ characteristics also play an important part in influencing the effects of advertising. Therefore, we suggest while designing auditory advertising, the content should be informative and/or entertaining. The characteristics of the persons who deliver the adverts should be a good fit to the advertised products/brands.
Contents
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Aim and Objectives 3
1.3 Research Process 4
Chapter 2 Literature Review 5
2.1 Constructs 5
2.1.1 Auditory Stimuli 5
2.1.2 Advertising Value Model 5
2.1.3 Entertainment 7
2.1.4 Product Usefulness as Informativeness 7
2.1.5 Narratives advertising 8
2.1.6 Credibility 9
2.1.7 Parasocial Interaction 9
2.1.8 Advertising Value 10
2.1.9 Attitude toward Advertising 11
2.2 Research Model 11
2.3 Research Hypotheses 12
2.3.1 Relationship between Auditory Stimuli and Entertainment, Information Usefulness and Narrative Advertising 12
2.3.2 Relationship between Entertainment, Information Usefulness, Narrative Advertising, and Advertising Value 15
2.3.3 Relationship between Credibility, Parasocial Interaction and Advertising Value 17
2.3.4 Relationship between Advertising Value and Attitude Toward Advertising 19
Chapter 3 Research Methodology 21
3.1 Data Collection 21
3.1.1 Target Audience 21
3.1.2 Instrument 21
3.1.3 Sampling 22
3.1.4 Measurement 24
3.2 Data Analysis 27
3.2.1 Structural Equation Modeling (SEM) 27
3.3.1 1st pilot test 28
3.3.2 2nd pilot test 28
Chapter 4 Empirical Results 30
4.1 Data Screening 30
4.1.1 Outlier 30
4.2 Descriptive Statistic Analysis 31
4.3 Data Analysis 34
4.3.1 Measurement Model 34
4.3.2 Structural Model 41
Chapter 5 Discussion and Conclusion 46
5.1 Discussion 46
5.2 Contribution 47
5.2.1 Theoretical Contribution to Academics 47
5.2.2 Practical Contribution to Industries 48
5.3 Limitations and Future Research 49
5.4 Conclusion 50
Reference List 51
Appendix I Measurement Scale of The Original Items 58
Appendix II Formal Questionnaire 61
Appendix III The Result of Pilot Test 66
Appendix IV Measurement Scale After Deleted Items 71


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