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題名 從ELM理論看WeChat與Weibo之資訊流廣告效果
A research of news feed ads effect between WeChat and Weibo: based on Elaboration Likelihood Model
作者 陳奕杭
Chen, Yihang
貢獻者 張郁敏
Chang, Yuhmiin
陳奕杭
Chen, Yihang
關鍵詞 社群媒體
資訊流廣告
訊息涉入度
訊息可信度
感知按讃數量
Social Media
News Feed Ad
Message Involvement
Message Credibility
Perceived Number of Likes
日期 2017
上傳時間 5-Apr-2017 15:43:28 (UTC+8)
摘要 行動時代的到來為社群媒體帶來了發展的春天，原生廣告也隨之應運而生，成為備受社群媒體青睞的新興廣告形式。而在中國市場，WeChat與Weibo這兩大社群媒體自2012年起相繼推出了資訊流廣告服務，並不斷試水新的技術和表現形式。兩者的資訊流廣告在運作機制和表現形式上雖有所雷同，但仍各有特點，其中最主要的差異體現在廣告訊息的按讃者和按讃數量上。
因此，本研究以WeChat和Weibo為研究對象，援引推敲可能性模式理論，希望探究消費者在觀看WeChat和Weibo資訊流廣告時，是否會因為廣告訊息按讚者或按讚數量的不同，在品牌態度和購買意願上產生差異。
本研究採用實驗室實驗法，招募60名國立政治大學非傳播相關科系的大陸籍學生進行實驗。研究結果發現WeChat和Weibo的資訊流廣告訊息接收者在品牌態度和購買意願的形塑歷程上確實存在差異：就WeChat而言，廣告訊息可信度更能正向影響消費者的品牌態度和購買意願；就Weibo而言，感知按讃數量更能正向影響消費者的購買意願，但對品牌態度不構成顯著影響。
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for social media. In the China market, news feed ad, a major type of native advertising, has been very popular in WeChat and Weibo since 2012. Visually the native advertisement in these two social media seem pretty similar, but they have enough differences to make them different, particularly in the differences of likers and the number of likes on advertisement.
Using the Elaboration Likelihood Model (ELM) adopted by Harkins and Petty, this study focus on WeChat and Weibo and try to clarify the differences of consumer’s information processing, brand attitude and purchase intention between these two social media, which has various social tie strength. Adopting an laboratory experimentation, a total of 60 samples, participated in this study during January, 2017.
Finding of this study show the differences of brand attitude and purchase intention towards news feed ad when subjects are exposed to WeChat between Weibo. In WeChat, message credibility indicate more significant influence on the brand attitude and purchase intention towards native advertisement rather than perceived number of likes. Oppositely perceived number of likes positively influence on purchase intention towards native advertisement in Weibo.
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張維仁（2015）。〈原生廣告5大型態〉，《動腦雜誌》，467：60-65。
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陳維謙（2016）。《原生廣告位置及內容一致性對廣告效果之影響—以產品及內容涉入程度為干擾變數》。台北：國立政治大學商學院企業管理學系碩士論文。
陳建州（2009）。《線上社會網絡連結強度之衡量》。台北：國立台灣大學管理學院資訊管理學研究所碩士論文。
黃俊寧、李奇勳、陳俊銘（2014）。〈傳遞者專業度、訊息數量與聯繫強度對口碑接受度和購買意圖之影響〉，《輔仁管理評論》，21（1）：33-60。
程新雨（2001）。《產品屬性，產品知識，認知需求對消費者反遞移律決策行為之影響》。台北：國立台灣大學商學研究所碩士論文。
戴軒廷、馬恆、張紹勳（2004）。〈影響網路廣告效果之相關因素〉，《中華管理評論》，7（2）：1-29。

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Harkins, S. G., & Petty, R. E. (1981). The multiple source effect in persuasion: The effects of distraction. Personality and Social Psychology Bulletin, 7(4), 627-635.
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三、網路資料
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BJQ智商謀略（2013）。〈調查：News Feed植入式廣告成新寵〉。上網日期：2016年4月2日，取自
http://www.bqjournal.com/survey-news-feed-cloned-into-advertising-sandoval
DCCI互聯網數據中心（2015）。〈2015年中國數字營銷趨勢報告〉。上網日期：2016年3月10日，取自http://www.199it.com/archives/358413.html
Farmarketing（無日期）。〈原生廣告能否成功逼宮BANNER〉。上網日期：2016年4月2日，取自http://www.yeahmobi.com/cn_newsshow-36-630-1.html
Greenberg, Dan & Navin, James (2013). Where You Can Go Right, and Wrong, with Native Ads. Retrieved from https://techcrunch.com/2013/02/17/the-native-ad-movement-and-the-opportunity-for-web-publishers/
iResearch艾瑞咨詢（2015）。〈2015年中國移動應用廣告平台市場研究報告〉。上網日期：2016年3月10日，取自http://www.iresearch.com.cn/report/2329.html
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iResearch艾瑞咨詢（2016）。〈2016年中國網絡廣告行業年度監測報告〉。上網日期：2016年12月15日，取自http://report.iresearch.cn/report/201604/2566.shtml
IAB (2013). Native Advertising Playbook. Retrieved from http://www.iab.net/media/file/IAB-Native-Advertising-Playbook2.pdf
Lazauskas, Joe (2014). Study: Sponsored Content Has a Trust Problem. Retrieved from https://contently.com/strategist/2014/07/09/study-sponsored-content-has-a-
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464079
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103464079
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yuhmiinen_US
dc.contributor.author (Authors) 陳奕杭zh_TW
dc.contributor.author (Authors) Chen, Yihangen_US
dc.creator (作者) 陳奕杭zh_TW
dc.creator (作者) Chen, Yihangen_US
dc.date (日期) 2017en_US
dc.date.accessioned 5-Apr-2017 15:43:28 (UTC+8)-
dc.date.available 5-Apr-2017 15:43:28 (UTC+8)-
dc.date.issued (上傳時間) 5-Apr-2017 15:43:28 (UTC+8)-
dc.identifier (Other Identifiers) G0103464079en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/108149-
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) 103464079zh_TW
dc.description.abstract (摘要) 行動時代的到來為社群媒體帶來了發展的春天，原生廣告也隨之應運而生，成為備受社群媒體青睞的新興廣告形式。而在中國市場，WeChat與Weibo這兩大社群媒體自2012年起相繼推出了資訊流廣告服務，並不斷試水新的技術和表現形式。兩者的資訊流廣告在運作機制和表現形式上雖有所雷同，但仍各有特點，其中最主要的差異體現在廣告訊息的按讃者和按讃數量上。
因此，本研究以WeChat和Weibo為研究對象，援引推敲可能性模式理論，希望探究消費者在觀看WeChat和Weibo資訊流廣告時，是否會因為廣告訊息按讚者或按讚數量的不同，在品牌態度和購買意願上產生差異。
本研究採用實驗室實驗法，招募60名國立政治大學非傳播相關科系的大陸籍學生進行實驗。研究結果發現WeChat和Weibo的資訊流廣告訊息接收者在品牌態度和購買意願的形塑歷程上確實存在差異：就WeChat而言，廣告訊息可信度更能正向影響消費者的品牌態度和購買意願；就Weibo而言，感知按讃數量更能正向影響消費者的購買意願，但對品牌態度不構成顯著影響。		zh_TW
dc.description.abstract (摘要) Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for social media. In the China market, news feed ad, a major type of native advertising, has been very popular in WeChat and Weibo since 2012. Visually the native advertisement in these two social media seem pretty similar, but they have enough differences to make them different, particularly in the differences of likers and the number of likes on advertisement.
Using the Elaboration Likelihood Model (ELM) adopted by Harkins and Petty, this study focus on WeChat and Weibo and try to clarify the differences of consumer’s information processing, brand attitude and purchase intention between these two social media, which has various social tie strength. Adopting an laboratory experimentation, a total of 60 samples, participated in this study during January, 2017.
Finding of this study show the differences of brand attitude and purchase intention towards news feed ad when subjects are exposed to WeChat between Weibo. In WeChat, message credibility indicate more significant influence on the brand attitude and purchase intention towards native advertisement rather than perceived number of likes. Oppositely perceived number of likes positively influence on purchase intention towards native advertisement in Weibo.		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 研究目的與價值 6
第二章 文獻探討 8
第一節 原生廣告的前世今生 8
第二節 WeChat vs. Weibo：社交連結強度與廣告訊息涉入度 11
第三節 WeChat：廣告訊息可信度、品牌態度與購買意願 15
第四節 Weibo：感知按讚數量、品牌態度與購買意願 17
第三章 研究方法 18
第一節 研究架構 18
第二節 實驗設計 19
第三節 實驗刺激物設計 19
第四節 前測 24
第五節 正式實驗 32
第四章 研究結果與分析 38
第一節 受試者輪廓 38
第二節 量表信效度分析 39
第三節 操弄檢定 40
第四節 假設驗證 42
第五章 結論與討論 51
第一節 研究發現與討論 51
第二節 研究貢獻 55
第三節 研究限制與未來研究建議 57
參考文獻 59
一、中文書目 59
二、英文書目 59
三、網路資料 64
附錄 66
附錄一：第一次前測問卷 66
附錄二：第二次前測問卷 67
附錄三：正式實驗物 73
附錄四：正式實驗問卷 75		zh_TW
dc.format.extent 2247184 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103464079en_US
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) 資訊流廣告zh_TW
dc.subject (關鍵詞) 訊息涉入度zh_TW
dc.subject (關鍵詞) 訊息可信度zh_TW
dc.subject (關鍵詞) 感知按讃數量zh_TW
dc.subject (關鍵詞) Social Mediaen_US
dc.subject (關鍵詞) News Feed Aden_US
dc.subject (關鍵詞) Message Involvementen_US
dc.subject (關鍵詞) Message Credibilityen_US
dc.subject (關鍵詞) Perceived Number of Likesen_US
dc.title (題名) 從ELM理論看WeChat與Weibo之資訊流廣告效果zh_TW
dc.title (題名) A research of news feed ads effect between WeChat and Weibo: based on Elaboration Likelihood Modelen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文書目
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陳維謙（2016）。《原生廣告位置及內容一致性對廣告效果之影響—以產品及內容涉入程度為干擾變數》。台北：國立政治大學商學院企業管理學系碩士論文。
陳建州（2009）。《線上社會網絡連結強度之衡量》。台北：國立台灣大學管理學院資訊管理學研究所碩士論文。
黃俊寧、李奇勳、陳俊銘（2014）。〈傳遞者專業度、訊息數量與聯繫強度對口碑接受度和購買意圖之影響〉，《輔仁管理評論》，21（1）：33-60。
程新雨（2001）。《產品屬性，產品知識，認知需求對消費者反遞移律決策行為之影響》。台北：國立台灣大學商學研究所碩士論文。
戴軒廷、馬恆、張紹勳（2004）。〈影響網路廣告效果之相關因素〉，《中華管理評論》，7（2）：1-29。

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Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends”: Social capital and college students’ use of online social network sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.
Ellison, N. B., Vitak, J., Gray, R., & Lampe, C. (2014). Cultivating social resources on social network sites: Facebook relationship maintenance behaviors and their role in social capital processes. Journal of Computer-Mediated Communication,19(4), 855-870.
Erickson, B.H., Nosanchuk, T.A., Mostacci, L. and Dalrymple, C.F. (1978). The flow of crisis information as a probe of work relations. Canadian Journal of Sociology, 3(1), 71-87.
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Haythornthwaite, C. (2002). Strong, weak, and latent ties and the impact of new media. The Information Society, 18(5), 385-401.
Harkins, S. G., & Petty, R. E. (1981). The multiple source effect in persuasion: The effects of distraction. Personality and Social Psychology Bulletin, 7(4), 627-635.
Harkins, S. G., & Petty, R. E. (1981). Effects of source magnification of cognitive effort on attitudes: An information-processing view. Journal of Personality and Social Psychology, 40(3), 401-413.
Harkins, S. G., & Petty, R. E. (1987). Information utility and the multiple source effect. Journal of Personality and Social Psychology, 52(2), 260.
He, Y., Zhang, C., & Ji, Y. (2012, October). Principle features for tie strength estimation in micro-blog social network. In Computer and Information Technology (CIT), 2012 IEEE 12th International Conference on (pp. 359-367). IEEE.
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三、網路資料
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BJQ智商謀略（2013）。〈調查：News Feed植入式廣告成新寵〉。上網日期：2016年4月2日，取自
http://www.bqjournal.com/survey-news-feed-cloned-into-advertising-sandoval
DCCI互聯網數據中心（2015）。〈2015年中國數字營銷趨勢報告〉。上網日期：2016年3月10日，取自http://www.199it.com/archives/358413.html
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iResearch艾瑞咨詢（2016）。〈2016年中國網絡廣告行業年度監測報告〉。上網日期：2016年12月15日，取自http://report.iresearch.cn/report/201604/2566.shtml
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