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https://ah.lib.nccu.edu.tw/handle/140.119/120333| 題名: | 以印象管理理論探討線上測驗結果對Facebook分享意圖之影響 The Impact of Result of Online Quiz on Facebook Share Intention from Impression Management Perspective |
作者: | 林亞駿 Lin, Ya-Jiunn |
貢獻者: | 張卿卿 林亞駿 Lin, Ya-Jiunn |
關鍵詞: | 線上測驗 印象管理 分享意圖 Facebook分享 品牌顯著度 |
日期: | 2018 | 上傳時間: | 1-Oct-2018 | 摘要: | 長期以來，一直可以觀察到使用者在 Facebook 上參與線上測驗並分享線上測驗結果，各式各樣的線上測驗，引起了使用者的興趣並與之創造互動，讓人們願意自主分享，並在社群網站上創造了風潮。即便在近年來 Facebook 對演算法的多次調整後，仍然可以觀察到使用者分享線上測驗的現象，本研究認為線上測驗因此可以作為品牌原生社群行銷的媒介，因此欲探討線上測驗結果如何影響使用者之分享意圖。\n\n本研究從Goffman（1959）之印象管理理論切入，將使用者分享線上測驗結果視為印象管理之過程，並討論線上測驗結果中的「達成自我形象目標可能性」，是否影響使用者對線上測驗的態度，進而影響對線上測驗結果的分享意圖；同時本研究也檢視測驗結果中「品牌顯著度」是否會影響線上測驗結果中，達成自我形象目標可能性與線上測驗態度及分享意圖之關係，以利品牌製作原生線上測驗時的參考。本研究採取三因子組間實驗設計（達成自我形象目標可能性高／低、品牌顯著度高／低、特質分析測驗／預測型測驗）進行實驗。研究結果指出，當使用者認為線上測驗結果達成自我形象目標的可能性較高時，對於線上測驗會有較好的態度，並正向影響其分享意圖；線上測驗中的品牌顯著度高低對此一關係有調節的效果。本研究根據研究結果進行討論，並提出未來研究之建議。 | 參考文獻: | 中文部分\n\nBabbie, E.（林秀雲譯）。 2014。《社會科學研究方法》。 台北市：雙葉書廊。\n\nYahoo奇摩網路行銷（2016）。原生行銷現況檢視報告。取自：http://yahoo-emarketing.tumblr.com/post/149832756416/the-state-of-native-advertising\n\n徐盈佳、賴筱茜。（2011）。新型態病毒行銷-以理性行為理論探討 Facebook 使用者分享意圖。中華傳播學會 2011 年年會論文，1-28。\n\n陳之昊、張嘉盈。（2012）。在世界各地演出的演員: Facebook 打卡之展演行為研究。中華傳播學會2012年年會論文，1-21。\n\n陳韋廷。（2013）。 Facebook 社交網站的個人展演行為與印象管理之研究. 交通大學傳播研究所學位論文，1-77。\n\n陳姿蓓。（2010）。 請看我表演! 探討網路社交平台的自我展演。台灣藝術大學應用媒體藝術研究所碩士論文，1-148。\n\n彭明欽。 （2000）。 病毒行銷原理之初探性研究。政治大學大科技管理學研究所碩士論文，1-163。\n\n黃思維。（2013）。使用 Facebook 大學生網路人際關係與自我展演之研究。南華大學教育社會學研究所碩士論文，1-88。\n\n曾孟蘭。（2002）。消費者對行動廣告態度之研究。中山大學傳播管理研究所碩士論文, 1-87。\n\n廖宜珈、楊政翰。（2016）。不討人厭的廣告？原生廣告與傳統廣告效果初探。中華傳播學會2016年年會論文，1-23。\n\n葉子華。（2016）。行動廣告形式對使用者接受度與廣告價值之影響–以Instagram官方廣告為例。淡江大學大眾傳播學系碩士班學位論文，1-132。\n\n傅珮雯。（2013）。 Facebook 網站上口碑行為之研究，國立中山大學企業管理學研究所碩士論文，1-82。\n\n\n英文部分\n\nAnderson, N. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0105464024 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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