Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/129671


Title: INSTAGRAM限時動態之廣告效果研究
Research on the Effect of Instagram Stories Advertising
Authors: 孫欣妤
Sun, Hsin-Yu
Contributors: 林芝璇
Lin, Jhih-Syuan
孫欣妤
Sun, Hsin-Yu
Keywords: 限時動態
使用強度
消費者參與
廣告態度
廣告點擊
廣告迴避
Date: 2020
Issue Date: 2020-05-05 12:02:05 (UTC+8)
Abstract: 本研究以Instagram限時動態為主題,從媒體使用強度及消費者參與的角度探討限時動態之廣告效果,首先回顧媒體使用強度、消費者參與、廣告效果及行為反應之相關文獻,接著以媒體使用強度為自變項,七個不同動機面向之消費者參與及廣告態度為中介變項,廣告點擊與廣告迴避為依變項。並透過線上問卷搜集457份Instagram限時動態之使用者調查,透過Hayes Process Model 6進行中介效果之檢驗,並進一步利用迴歸分析探討消費者參與各個動機構面對廣告態度之影響。
研究發現消費者參與能正向預測廣告態度及廣告點擊,並負向預測廣告迴避;廣告態度亦能正向預測廣告點擊,負向預測廣告迴避;研究更發現,消費者參與的七個構面(娛樂性、打發時間、刺激性、自我認同、實用性、互動性、話題性)中,僅有娛樂性、刺激性及實用性三個構面能顯著預測廣告態度;另外,本研究之媒體使用強度及中介效果相關假設並不顯著。本研究針對Instagram限時動態所進行之研究結果,除了驗證廣告點擊及廣告迴避是能可靠量測線上廣告效果的標準,並提供社群媒體之消費者參與相關領域新的實證研究資料,同時在使用強度與廣告效果相關之領域,本研究不顯著的結果亦提供了不一樣的探討可能性。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464033
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106464033
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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