臺灣博碩士論文加值系統

原生廣告與媒體環境緊密結合的特性，使其成為廣告商主要選擇。而原生廣告發展至今，消費者對其贊助商揭露性質、特徵有更多體認，因此探討媒體環境與廣告訊息本身相互作用之效果更顯重要。本研究目的在於檢驗消費者對新聞平台中原生廣告之反應機制，藉由理解新聞內容型態與原生廣告產品屬性的相關性，以及贊助商揭露程度的高低對廣告效果之影響，探討較佳的原生廣告呈現形式。

本研究採2（新聞內容型態：資訊導向 vs. 娛樂導向）x2（產品屬性：功利型 vs. 享樂型）x2（贊助商揭露程度：高 vs.低）三因子組間實驗設計，檢驗三者對廣告效果之影響，以及評價型說服知識在贊助商揭露程度與依變項（廣告態度、品牌態度、網站可信度）之間的中介效果。

研究結果顯示，（1）相較於資訊導向，娛樂導向的新聞內容型態會產生較佳的網站可信度；（2）相較於低的贊助商揭露程度，高的贊助商揭露程度會產生較佳的品牌態度；（3）在資訊導向的新聞內容型態中，功利型產品屬性會產生較佳的廣告態度；且在功利型產品屬性中，高的贊助商揭露程度會產生較佳的廣告態度；（4）評價型說服知識在贊助商揭露程度與網站可信度之間具有中介效果。

The inherent integration of native advertising with the media environment has made it a primary choice for advertisers. However, as native advertising has evolved, consumers have become more aware of its sponsor-disclosure characteristics and features. Consequently, exploring the effects of the interaction between the media environment and the advertising message itself has become increasingly important. The purpose of this study is to examine the mechanisms governing consumer responses to native advertising within news platforms. By investigating the relationship among news content types, native advertising product attributes, and the level of sponsorship disclosure, the research aims to uncover the influence of these factors on advertising effectiveness and explore optimal forms of native advertising presentation.

This study adopted a 2 (News content: News-oriented vs. Entertainment-oriented) x2 (Product attributes: Utilitarian vs. Hedonic) x2 (Sponsorship disclosure level: High vs. Low) three factors between-subject experimental design, to explore the advertising effectiveness of these three factors. Also, this study examined the mediating effects of evaluative persuasion knowledge on relationships between sponsorship disclosure and dependent variables (Advertising attitudes, brand attitudes, and website credibility).

The results showed that (1) Compared to news-oriented, entertainment-oriented news content leads to higher website credibility; (2) Compared to low sponsor disclosure, high sponsor disclosure leads to better brand attitudes; (3) In news-oriented news content, utilitarian product attributes lead to better advertising attitudes. Furthermore, within utilitarian product attributes, high sponsor disclosure results in better advertising attitudes; (4) Evaluative persuasion knowledge mediated the relationship of sponsorship disclosure with website credibility.

第壹章　緒論 1
第一節、研究背景與目的 1
第二節、研究問題 7

第貳章　文獻探討 8
第一節、原生廣告（Native advertising） 8
一、原生廣告之定義與發展 8
二、原生廣告之研究 9
三、小結 14
第二節、新聞內容型態（News content）15
一、新聞內容型態之定義與發展 15
二、新聞內容型態之研究 16
三、小結 17
第三節、產品屬性（Product attributes） 18
一、產品屬性之定義與發展 18
二、產品屬性之研究 19
三、小結 20
第四節、贊助商揭露程度（Sponsorship exposure）21
一、贊助商揭露程度之定義與發展 21
二、贊助商揭露程度之研究 22
三、小結 23
第五節、說服知識模型（Persuasion knowledge model）24
一、說服知識模型之定義與研究 24
二、評價型說服知識（Evaluative persuasion knowledge）25
三、小結 26
第六節、原生廣告效果 27
一、廣告態度（Advertising attitude）27
二、品牌態度（Brand attitude）28
三、網站可信度（Website credibility）29
第七節、假設推導 30
一、新聞內容型態與廣告態度、品牌態度、網站可信度的關係 30
二、產品屬性與廣告態度、品牌態度、網站可信度的關係 31
三、贊助商揭露程度與廣告態度、品牌態度、網站可信度的關係 32
四、新聞內容型態與產品屬性的交互關係 33
五、新聞內容型態與贊助商揭露程度的交互關係 34
六、產品屬性與贊助商揭露程度的交互關係 35
七、新聞內容型態、產品屬性與贊助商揭露的交互關係 37
八、評價型說服知識對贊助商揭露程度的中介效果 38

第參章、研究方法 39
第一節、研究架構 39
第二節、實驗設計與刺激物 40
第三節、實驗刺激與前測 41
一、前測一 41
二、前測二 45
三、前測三 48
四、主實驗刺激物呈現 50
第四節、主實驗程序 59
第五節、變項衡量 60
一、操弄檢驗 60
二、依變項 62
三、中介變項 65

第肆章、研究結果 67
第一節、樣本結構與敘述統計 67
第二節、信度分析 70
第三節、正式實驗之操弄檢定 71
一、新聞內容型態操弄檢定結果 71
二、產品屬性操弄檢定結果 72
三、贊助商揭露程度操弄檢定結果 72
第四節、研究假設之驗證 74
一、新聞內容型態對原生廣告效果之影響 76
二、產品屬性對原生廣告效果之影響 77
三、贊助商揭露程度對原生廣告效果之影響 78
四、新聞內容型態與產品屬性對廣告效果之影響 79
五、新聞內容型態與贊助商揭露程度對廣告效果之影響 81
六、產品屬性與贊助商揭露程度對廣告效果之影響 83
七、新聞內容型態、產品屬性與贊助商揭露程度對廣告效果之影響 85
八、中介效果 86
第五節、研究假設檢定結果 92

第伍章、結論與建議 96
第一節、研究發現與討論 96
第二節、研究貢獻 106
第三節、研究限制與未來研究建議 108

參考文獻 112
英文文獻 112
中文文獻 130
網路資料 131

附錄一：實驗八組別 134
附錄二：前測問卷 135
一、前測一 135
二、前測二 137
三、前測三 140
附錄三：主實驗問卷 142

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