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https://ah.lib.nccu.edu.tw/handle/140.119/120334| 題名: | 臉書社群廣告效果研究 : Chatbot與貼文廣告效果之比較 Research on the Effect of Facebook Advertising: Difference between Chatbot and Post |
作者: | 曾曉彤 Tseng, Hsiao-Tong |
貢獻者: | 林芝璇 Lin, Jhih-Syuan 曾曉彤 Tseng, Hsiao-Tong |
關鍵詞: | 社群廣告 臉書廣告 聊天機器人 聊天機器人社群廣告 Chatbot廣告 廣告效果 廣告態度 |
日期: | 2018 | 上傳時間: | 1-Oct-2018 | 摘要: | 隨著人工智慧技術、語意分析技術的快速發展與進步，及Facebook、LINE等社群平台開放聊天機器人 API 後，聊天機器人社群廣告（Chatbot）於近兩年大量為各大品牌、媒體所廣泛運用於資訊交換與消費者服務，或藉由聊天機器人社群廣告與消費者進行即時之銷售推薦與個人化廣告訊息投放等，並不斷推出更高互動性的互動功能，為廣告學術與實務界皆不可忽視的重要廣告趨勢之一。此類聊天機器人社群廣告與常見的貼文社群廣告，皆以與消費者進行資訊交換作為主要的溝通目的，然兩者在廣告表現形式上卻有所差異，特別是Chatbot社群廣告基於其豐富的互動功能，而所帶來的互動程度差異。\n因此本研究以Chatbot社群廣告和貼文社群廣告為研究對象，以互動相關理論進行兩種社群廣告的學術定義及分類，希望探究消費者在瀏覽Facebook及Messenger社群廣告時，是否會受社群廣告本身的互動程度差異，以及社群廣告互動程度與廣告訊息訴求間的交互作用，在廣告態度上產生差異，並討論廣告操弄意圖推論的中介效果。\n本研究採用實驗室實驗法，為雙因子實驗設計（社群廣告互動程度：高/低，廣告訊息訴求：理性訴求/感性訴求）。共計招募120名國立政治大學、國立台灣大學及臺灣師範大學的大學生及碩士生進行實驗。研究結果發現社群廣告的互動程度差異，確實會影響消費者的廣告態度：因具備更加多元互動功能而為高互動程度的Chatbot社群廣告，較貼文社群廣告更能正向影響消費者的廣告態度表現，亦能降低廣告操弄意圖推論對廣告態度的負面影響 ; 採理性訴求的Chatbot社群廣告在廣告態度表現上，顯著優於另三種組合之社群廣告。另外，社群廣告互動程度與不同廣告訊息訴求間的交互作用，及廣告訊息訴求的調節式中介效果，在本研究中對廣告態度形成的差異皆並不顯著。本研究之研究結果，得以再次驗證社群廣告互動程度對廣告效果之正向影響、高產品涉入度及高購買決策涉入度產品更適用理性訴求，並作為Chatbot社群廣告效果之一初探性研究，此外亦可為Chatbot社群廣告在廣告設計及廣告效果表現上之參考。 | 參考文獻: | 中文文獻\n江裕真譯（2016）。《瞭解人工智慧的第一本書:機器人和人工智慧能否取代人類?》，台北：經濟新潮社。（原書 松尾豐 [2015]《 人工知能は人間を超えるか: ディープラーニングの先にあるもの》。日本東京：中經出版。）\n李翠玲（2008）。〈網路關鍵字廣告之廣告效果分析〉。世新大學傳播管理學研究所碩士論文。\n徐慧雯（2016）。〈聊天機器人使用意願影響因素之研究〉。國立臺灣科技大學資訊管理研究所碩士論文。\n張卿卿（2000）。〈美國政治競選廣告效果研究的回顧〉，《廣告學研究》， 14：1-29。\n張卿卿（2014）。〈從認知與情感雙歧檢視台灣民眾的廣告規避與趨近行為〉，《中華傳播學刊》，25：71-98。\n黃珮茹（2017）。〈對話式商務－探討聊天機器人使用情境如何影響使用意願〉。國立清華大學服務科學研究所碩士論文。\n曾雅蘭（1994）。〈消費者對混合產品之評估: 來源國效應之區分研究〉。國立臺灣大學國際企業研究所碩士論文。\n簡秀娟（2003）。〈使用者對於網路廣告之態度反應〉。國立交通大學科技管理研究所碩士論文。\n\n英文文獻\nAaker, D. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0105464029 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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