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題名 Instagram限時動態AR濾鏡自我代言與互動性對廣告效果的影響
The impact of self-endorsing and interactivity on Instagram stories AR filters作者 邱梓晴
Chiu, Tzu-Ching貢獻者 林日璇
Lin, Jih-Hsuan
邱梓晴
Chiu, Tzu-Ching關鍵詞 Instagram
AR濾鏡
自我代言
自我參照
互動性
廣告態度
購買意圖
Instagram
AR filters
self-endorsing
self-referencing
interactivity
attitude toward the ad
purchase intention日期 2022 上傳時間 1-Mar-2022 18:27:24 (UTC+8) 摘要 本研究採取線上實驗法，以2（自我代言 vs. 非自我代言） × 2（互動性高 vs. 互動性低）的受測者間設計（between-subject design），觀察參與者使用Instagram限時動態AR濾鏡時，在不同的自我代言條件以及不同的互動性條件下，對於廣告態度和購買意圖兩者的廣告效果是否有所不同。本研究最後共有122位有效參與者完成體驗與問卷填寫，研究結果發現自我代言條件雖與廣告效果之間沒有顯著關係，但自我代言條件可以正向影響自我參照感，自我參照感可以正向影響廣告效果，且自我參照亦可以中介自我代言條件與廣告效果之間的關係。此外，互動性則對廣告態度與購買意圖皆有正向的影響，但未提供調節與調節中介效果。
This study conducted an online experiment method to investigate the effect of different types of self-endorsing and interactivity in AR filter. In a 2 (self-endorsing vs. no self-endorsing) × 2 (high interactivity vs. low interactivity) between-subject design, 122 participants played an Instagram AR filter. The results show that self-endorsing in AR filter led to higher self-referencing, self-referencing led to higher attitude toward the ad and purchase intention, and self-referencing mediated the interaction effects of self-endorsing on attitude toward the ad and purchase intention. Also, interactivity has a positive impact on attitude toward the ad and purchase intention. 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The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising. Journal of Advertising, 23(4), 59–70. https://doi.org/10.1080/00913367.1943.10673459 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
108464012資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108464012 資料類型 thesis dc.contributor.advisor 林日璇 zh_TW dc.contributor.advisor Lin, Jih-Hsuan en_US dc.contributor.author (Authors) 邱梓晴 zh_TW dc.contributor.author (Authors) Chiu, Tzu-Ching en_US dc.creator (作者) 邱梓晴 zh_TW dc.creator (作者) Chiu, Tzu-Ching en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Mar-2022 18:27:24 (UTC+8) - dc.date.available 1-Mar-2022 18:27:24 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2022 18:27:24 (UTC+8) - dc.identifier (Other Identifiers) G0108464012 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139332 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 108464012 zh_TW dc.description.abstract (摘要) 本研究採取線上實驗法，以2（自我代言 vs. 非自我代言） × 2（互動性高 vs. 互動性低）的受測者間設計（between-subject design），觀察參與者使用Instagram限時動態AR濾鏡時，在不同的自我代言條件以及不同的互動性條件下，對於廣告態度和購買意圖兩者的廣告效果是否有所不同。本研究最後共有122位有效參與者完成體驗與問卷填寫，研究結果發現自我代言條件雖與廣告效果之間沒有顯著關係，但自我代言條件可以正向影響自我參照感，自我參照感可以正向影響廣告效果，且自我參照亦可以中介自我代言條件與廣告效果之間的關係。此外，互動性則對廣告態度與購買意圖皆有正向的影響，但未提供調節與調節中介效果。 zh_TW dc.description.abstract (摘要) This study conducted an online experiment method to investigate the effect of different types of self-endorsing and interactivity in AR filter. In a 2 (self-endorsing vs. no self-endorsing) × 2 (high interactivity vs. low interactivity) between-subject design, 122 participants played an Instagram AR filter. The results show that self-endorsing in AR filter led to higher self-referencing, self-referencing led to higher attitude toward the ad and purchase intention, and self-referencing mediated the interaction effects of self-endorsing on attitude toward the ad and purchase intention. Also, interactivity has a positive impact on attitude toward the ad and purchase intention. However, the moderating effects and moderated mediation effect of interactivity were not statistically significant. en_US dc.description.tableofcontents 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第二章 文獻探討 6第一節 社群媒體——Instagram 6一、Instagram限時動態AR濾鏡（Instagram Stories AR Filters） 6二、Instagram限時動態AR濾鏡廣告案例 7第二節 擴增實境（Augmented Reality，AR） 10一、擴增實境定義 10二、擴增實境廣告與廣告效果 11第三節 自我代言（Self-endorsing） 13第四節 自我參照（Self-referencing） 17第五節 AR濾鏡廣告與互動性 20第三章 研究方法 24第一節 研究架構 24第二節 研究假設與研究問題 25第三節 實驗設計 26一、實驗刺激物 26二、前測一：挑選品牌與產品 28三、前測二：刺激物操弄檢定 31四、正式實驗招募與流程 33第四節 變項測量 34一、操弄檢定 34二、中介變項 34三、應變項 35四、控制變項 36第四章 研究結果 40第一節 樣本與描述性統計 40第二節 量表信度檢測 42一、自我參照量表信度檢驗 42二、廣告態度量表信度檢驗 42三、購買意圖量表信度檢驗 42四、產品涉入度量表信度檢驗 42第三節 操弄檢定 43第四節 假設檢驗 44一、假設一：自我代言與廣告效果之關係 44二、假設二：自我代言與自我參照之關係 46三、假設三：自我參照與廣告效果之關係 47四、假設四：自我參照之中介效果 50五、假設五：互動性與廣告效果之關係 54六、假設六：互動性之調節效果 55七、假設七：互動性之調節中介模型 56八、假設驗證小結 61第五章 結論 62第一節 研究發現與討論 62一、自我代言、自我參照與廣告效果之關係 62二、互動性與廣告效果之關係 64第二節 學術與實務貢獻 66一、學術貢獻 66二、實務貢獻 67第三節 研究限制與未來研究建議 68參考文獻 70一、中文部分 70二、英文部分 71附 錄 80附錄一：前測一｜品牌與產品調查問卷 80附錄二：前測二、正式實驗｜第一階段Instagram限時動態濾鏡調查問卷 88附錄三：前測二、正式實驗｜第二階段Instagram限時動態濾鏡調查問卷 91 zh_TW dc.format.extent 7126888 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108464012 en_US dc.subject (關鍵詞) Instagram zh_TW dc.subject (關鍵詞) AR濾鏡 zh_TW dc.subject (關鍵詞) 自我代言 zh_TW dc.subject (關鍵詞) 自我參照 zh_TW dc.subject (關鍵詞) 互動性 zh_TW dc.subject (關鍵詞) 廣告態度 zh_TW dc.subject (關鍵詞) 購買意圖 zh_TW dc.subject (關鍵詞) Instagram en_US dc.subject (關鍵詞) AR filters en_US dc.subject (關鍵詞) self-endorsing en_US dc.subject (關鍵詞) self-referencing en_US dc.subject (關鍵詞) interactivity en_US dc.subject (關鍵詞) attitude toward the ad en_US dc.subject (關鍵詞) purchase intention en_US dc.title (題名) Instagram限時動態AR濾鏡自我代言與互動性對廣告效果的影響 zh_TW dc.title (題名) The impact of self-endorsing and interactivity on Instagram stories AR filters en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分Carat凱絡媒體週報（2016年10月6日）。就是愛自拍，掀社群行銷大戰！。凱絡媒體週報・數位智庫。https://twncarat.wordpress.com/2016/10/06/專題報告：就是愛自拍，掀社群行銷大戰！/台灣數位媒體應用暨行銷協會（2021）。2021台灣數位行銷趨勢報告。http://www.dma.org.tw白璧珍（2020）。你今天AR了沒？AR擴增實境創新思維：AR傳教士白璧珍教你；全球知名企業都在使用的溝通術，基礎觀念╳應用解析╳設計方法，一本全方位解析XR產業應用的實戰書。布克文化出版事業部。吳岱芸（2015）。〈從遊戲到遊戲化：行銷溝通遊戲化理論初探〉。《新聞學研究》，124，215-251。10.30386/MCR.201507_(124).0006吳姝霆（2018）。產品涉入度、互動性和廣告訴求對廣告效果之影響--以互動廣告擴增實境應用為例。臺灣師範大學大眾傳播研究所。http://doi.org/10.6345/THE.NTNU.GMC.006.2018.F05耿慶瑞（2020年6月19日）。【HBR導師講座】新互動行銷：顧客參與感。哈佛商業評論全球繁體中文版。 https://www.hbrtaiwan.com/article_content_AR0009756.html耿慶瑞、呂家懷（2013）。網路自我參照廣告效果：以論點強度與視覺心像生動程度為干擾變數。《管理與系統》，20(3)，481-510。張卿卿（2004）。〈廣告與自我一致性效果〉。《管理評論》，23(3)，93-114。http://doi.org/10.6656/MR.2004.23.3.CHI.93臺灣網路資訊中心（2020）。2020台灣網路報告。委託財團法人公民教育基金會進行調查。https://report.twnic.tw/2020/二、英文部分Ahn, S. 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