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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 12:23:06 (UTC+8) 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。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Babbie, E.（林秀雲譯）。 2014。《社會科學研究方法》。 台北市：雙葉書廊。Yahoo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。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。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。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。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。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。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。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。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。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。英文部分Anderson, N. H. (1968). Likableness ratings of 555 personality-trait words. Journal of personality and social psychology, 9(3), 272.Ajzen, I., Fishbein, M., & Heilbroner, R. (1980). Understanding attitudes and predicting social behavior (Vol. 278): Prentice-Hall Englewood Cliffs, NJ.Berberick, S. N., & McAllister, M. P. (2016). Online quizzes as viral, consumption-based identities. International Journal of Communication, 10, 19.Buzzfeed . (2017). Buzzfeed Advertise. Retrieved from https://advertise. Buzzfeed .comBuzzsumo. (2017). Facebook Video Engagement: What We Learned From Analyzing 100 Million Videos. Retrieved from http://buzzsumo.com/blog/ Facebook -video-engagement-learned-analyzing-100-million-videos/?utm_source=wanqu.co&utm_campaign=Wanqu+Daily&utm_medium=websiteBuzzsumo. (2017). The Most Shared Facebook Content 2017. The Top Viral Posts, Videos and Articles. Retrieved from http://buzzsumo.com/blog/the-most-shared- Facebook -content-posts-videos/Carlson, M. (2015). When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism, 16(7), 849-865.Cauberghe, V., & De Pelsmacker, P. (2010). Advergames: The Impact of Brand Prominence and Game Repetition on Brand Responses. Journal of advertising, 39(1), 5-18.Chen, T., & Lee, H. M. (2014). Why do we share? The impact of viral videos dramatized to sell: How microfilm advertising works. Journal of Advertising Research, 54(3), 292-303.Choi, D., Bang, H., Wojdynski, B. W., Lee, Y. I., & Keib, K. M. (2018). How Brand Disclosure Timing and Brand Prominence Influence Consumer`s Intention to Share Branded Entertainment Content. Journal of Interactive Marketing, 42, 18-31.Chou, H. T. G., & Edge, N. (2012). “They are happier and having better lives than I am”: the impact of using Facebook on perceptions of others` lives. Cyberpsychology, Behavior, and Social Networking, 15(2), 117-121.Cowley, E., & Barron, C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98.Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-21.Facebook . (2016). Building a Better News Feed for You. Retried from https://newsroom.fb.com/news/2016/06/building-a-better-news-feed-for-you/Facebook . (2017). News Feed FYI: Fighting Engagement Bait on Facebook . Retried from https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting-engagement-bait-on- Facebook /Ferguson, R. (2008). Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing. Journal of consumer marketing, 25(3), 179-182.Goffman, E. (1959). The Presentation of Self in Everyday Life. Butler, Bodies that Matter.Greenberg, D. (2012.6.30). A Framework For The $10B +Native Advertising Marketing. Retrieved from http://techcrunch.com/2012/06/30/a-framework-for-the-10b-native-advertising-market/Griffiths, R., & Casswell, S. (2010). Intoxigenic digital spaces? Youth, social networking sites and alcohol marketing. Drug and alcohol review, 29(5), 525-530.Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59.Leary, M. R. (1996). Self-presentation: Impression management and interpersonal behavior. Boulder, CO: Westview Press.Lee, M., & Faber, R. J. (2007). Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal of advertising, 36(4), 75-90.Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological processes and advertising effects, 45-64.Manic, M. (2015). The Rise of native advertising. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(1), 53.Matthes, J., Schemer, C., & Wirth, W. (2007). More than meets the eye: Investigating the hidden impact of brand placements in television magazines. International Journal of Advertising, 26(4), 477-503.Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of Marketing Research, 318-332.Newswhip. (2017). The most engaged Facebook publishers of March 2017. Retried from https://www.newswhip.com/2017/04/engaged-publishers- Facebook -march-2017/#G8VA0TUEQcORWoGH.99New York Post. (2014). Why online quizzes are taking over your Facebook feed. Retrieved from http://nypost.com/2014/02/24/why-online-quizzes-are-taking-over-your- Facebook -feed/Pulizzi, J. (2015). Native Advertising is not Content Marketing[on Content Marketing Institute. Retried from http://contentmarketinginstitute.com/2015/08/native-advertising-content-marketing/Quinn, S. M. (2017). Feeding our Identities: Buzzfeed Quizzes as a Tool for Personal Identification in the Social Digital Age.Rosenberg, J., & Egbert, N. (2011). Online impression management: Personality traits and concerns for secondary goals as predictors of self-presentation tactics on Facebook . Journal of Computer-Mediated Communication, 17(1), 1-18.Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of consumer research, 29(3), 306-318.Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of Internet users’ attitudes toward Internet advertising. Journal of interactive marketing, 13(3), 34-54.Statista. (2017). Number of monthly active Facebook users worldwide as of 4th quarter 2017 (in millions). Retrieved from https://www.statista.com/statistics/264810/number-of-monthly-active- Facebook -users-worldwide/Strano, M. M. (2008). User descriptions and interpretations of self-presentation through Facebook profile images. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 2(2).Subramani, M. R., & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral marketing. Communications of the ACM, 46(12), 300-307.Van Reijmersdal, E. (2009). Brand placement prominence: good for memory! Bad for attitudes?. Journal of advertising research, 49(2), 151-153.Van Reijmersdal, E. A., Rozendaal, E., & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children`s cognitive and affective responses to advergames. Journal of Interactive Marketing, 26(1), 33-42.Wojdynski, B. W., & Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168.Young, K. (2009). Online social networking: An Australian perspective. International Journal of Emerging Technologies and Society, 7(1), 39.Zhao, S. (2006). Do Internet users have more social ties? A call for differentiated analyses of Internet use. Journal of Computer-Mediated Communication, 11(3), 844-862.Zhao, S., Grasmuck, S., & Martin, J. (2008). Identity construction on Facebook : Digital empowerment in anchored relationships. Computers in human behavior, 24(5), 1816-1836.Zuckerberg, M. (2017). One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent. Retrieved from https://www. Facebook .com/zuck/posts/10104413015393571 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
105464024資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105464024 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.author (Authors) 林亞駿 zh_TW dc.contributor.author (Authors) Lin, Ya-Jiunn en_US dc.creator (作者) 林亞駿 zh_TW dc.creator (作者) Lin, Ya-Jiunn en_US dc.date (日期) 2018 en_US dc.date.accessioned 1-Oct-2018 12:23:06 (UTC+8) - dc.date.available 1-Oct-2018 12:23:06 (UTC+8) - dc.date.issued (上傳時間) 1-Oct-2018 12:23:06 (UTC+8) - dc.identifier (Other Identifiers) G0105464024 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/120333 - 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) 105464024 zh_TW dc.description.abstract (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。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。 zh_TW dc.description.tableofcontents 摘要 i表目錄 iv圖目錄 vi第一章、 緒論 1第一節、 研究背景與動機 1第二節、 研究目的 3第二章、 文獻探討 5第一節、 線上測驗 5第二節、 原生廣告與線上測驗 15第三節、 印象管理 20第四節、 品牌顯著度 26第三章、 研究架構與研究假設 28第一節、 研究架構 28第二節、 研究假設 30第四章、 研究方法 31第一節、 研究方法與實驗設計 31第二節、 實驗刺激物選擇與設計 34第三節、 實驗前測 37第四節、 變項定義與測量 52第五節、 測驗結果設計與製作 57第五章、 研究結果 59第一節、 樣本數量與描述性統計 59第二節、 量表信度檢測 61第三節、 變項操弄檢定 62第四節、 假設驗證 64第六章、 結論 70第一節、 發現與討論 70第二節、 學術與實務貢獻 72第三節、 研究限制與未來建議 74第七章、 參考文獻 77附錄一、前測一問卷 84附錄二、前測二問卷 90附錄三、前測三問卷 95附錄四、正式實驗問卷 98 zh_TW dc.format.extent 5370393 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105464024 en_US dc.subject (關鍵詞) 線上測驗 zh_TW dc.subject (關鍵詞) 印象管理 zh_TW dc.subject (關鍵詞) 分享意圖 zh_TW dc.subject (關鍵詞) Facebook分享 zh_TW dc.subject (關鍵詞) 品牌顯著度 zh_TW dc.title (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 zh_TW dc.title (題名) The Impact of Result of Online Quiz on Facebook Share Intention from Impression Management Perspective en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分Babbie, E.（林秀雲譯）。 2014。《社會科學研究方法》。 台北市：雙葉書廊。Yahoo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。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。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。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。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。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。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。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。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。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。英文部分Anderson, N. H. (1968). Likableness ratings of 555 personality-trait words. Journal of personality and social psychology, 9(3), 272.Ajzen, I., Fishbein, M., & Heilbroner, R. (1980). Understanding attitudes and predicting social behavior (Vol. 278): Prentice-Hall Englewood Cliffs, NJ.Berberick, S. N., & McAllister, M. P. (2016). Online quizzes as viral, consumption-based identities. International Journal of Communication, 10, 19.Buzzfeed . (2017). Buzzfeed Advertise. Retrieved from https://advertise. Buzzfeed .comBuzzsumo. (2017). Facebook Video Engagement: What We Learned From Analyzing 100 Million Videos. Retrieved from http://buzzsumo.com/blog/ Facebook -video-engagement-learned-analyzing-100-million-videos/?utm_source=wanqu.co&utm_campaign=Wanqu+Daily&utm_medium=websiteBuzzsumo. (2017). The Most Shared Facebook Content 2017. The Top Viral Posts, Videos and Articles. Retrieved from http://buzzsumo.com/blog/the-most-shared- Facebook -content-posts-videos/Carlson, M. (2015). When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism, 16(7), 849-865.Cauberghe, V., & De Pelsmacker, P. (2010). Advergames: The Impact of Brand Prominence and Game Repetition on Brand Responses. Journal of advertising, 39(1), 5-18.Chen, T., & Lee, H. M. (2014). Why do we share? The impact of viral videos dramatized to sell: How microfilm advertising works. Journal of Advertising Research, 54(3), 292-303.Choi, D., Bang, H., Wojdynski, B. W., Lee, Y. I., & Keib, K. M. (2018). How Brand Disclosure Timing and Brand Prominence Influence Consumer`s Intention to Share Branded Entertainment Content. Journal of Interactive Marketing, 42, 18-31.Chou, H. T. G., & Edge, N. (2012). “They are happier and having better lives than I am”: the impact of using Facebook on perceptions of others` lives. Cyberpsychology, Behavior, and Social Networking, 15(2), 117-121.Cowley, E., & Barron, C. (2008). 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