臺灣博碩士論文加值系統

在自媒體發達的現代，任何人都可以透過許多自媒體呈現自我特色，自媒體經營者為了在眾多訊息中脫穎而出，不得不運用「廣告」來曝光產品、服務及資訊，進而利用說服性的語言試圖改變消費者的購買行為。本研究欲以廣告價值模型融入自媒體經營者可信度、自媒體經營者專業、互動性等基本架構，探討自媒體說服效果，以FB粉絲團成員為研究對象，挑選出有追蹤自媒體以及在自媒體上進行過商務行為的樣本，共計143份樣本，並以李克特七點量表尺度進行衡量。經研究發現廣告價值模型確實可以運用在自媒體說服效果上。除此之外，若加入自媒體經營者特色以及互動性因素，用以了解自媒體經營者所提供的內容能否打動粉絲，將能提高與粉絲的說服效果，且當粉絲對於自媒體具有正向態度時，也會增加其對自媒體的說服效果。

Under the highly developed age of self-media, people can present self-features through various self-media. Thus, self-media operators, in order to stand out, must use advertisement to expose products, service, and information, and then utilize persuasive context attempting to change consumers’ shopping behavior. This study intends to integrate the advertising value model into the basic structure of the self-media operator's credibility, the self-media operator's professionalism, interactivity, etc., to explore the persuasion effect of the self-media. By taking the members of the FB fan group as the research object, and then selecting those who both follow self-media and run a business on self-media, a total of 143 samples were collected, and they are measured by the seven-point Likert scale. It is found that the advertising value model can indeed be used in the persuasion effect of self-media. In addition, if the characteristics and interactive factors of the self-media operators are added to understand whether the content provided by the self-media operators can impress fans, it will improve the persuasion effect with fans, and when fans have positive attitude towards self-media It will also increase its persuasive effect on self-media.

中文摘要 I
英文摘要 II
致謝 III
表目錄 VII
圖目錄 VIII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
第二章 文獻探討 3
2.1自媒體 3
2.2廣告價值模型(Advertising value model) 3
2.3說服效果 6
第三章 研究方法 8
3.1研究架構 8
3.2研究假說 9
3.3研究變數 10
3.4研究設計 17
3.5統計方法 17
第四章 研究分析與結果 21
4.1敘述性統計分析 21
4.2信度與效度分析 25
第五章 結論與建議 35
5.1學術貢獻 37
5.2實務貢獻 38
5.3研究限制與討論 39
參考文獻 41
英文文獻 41
中文文獻 44
附錄 45

 
表目錄
表3-1資訊性衡量構面 10
表3-2干擾性衡量構面 11
表3-3娛樂性衡量構面 12
表3-4自媒體經營者衡量構面 13
表3-5互動性衡量構面 14
表3-6價值衡量構面 15
表3-7行動廣告態度衡量構面 15
表3-8說服效果衡量構面 16
表4-1樣本個人基本資料次數分配及百分比 21
表4-2樣本瀏覽自媒體經驗資料次數分配及百分比 22
表4-3敘述性結果及構面的內部一致性(有追蹤網紅樣本) 26
表4-4 相關係數矩陣 27
表4-5 交叉負荷量矩陣 28
表4-6研究假設驗定 31

 
圖目錄
圖2-1廣告價值模型 4
圖3-1本研究架構 8
圖4-1研究結果 32

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