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題名 Instagram限時動態AR濾鏡自我代言與互動性對廣告效果的影響
The impact of self-endorsing and interactivity on Instagram stories AR filters
作者 邱梓晴
Chiu, Tzu-Ching
貢獻者 林日璇
Lin, Jih-Hsuan
邱梓晴
Chiu, Tzu-Ching
關鍵詞 Instagram
AR濾鏡
自我代言
自我參照
互動性
廣告態度
購買意圖
Instagram
AR filters
self-endorsing
self-referencing
interactivity
attitude toward the ad
purchase intention
日期 2022
上傳時間 1-三月-2022 18:27:24 (UTC+8)
摘要 本研究採取線上實驗法，以2（自我代言 vs. 非自我代言） × 2（互動性高 vs. 互動性低）的受測者間設計（between-subject design），觀察參與者使用Instagram限時動態AR濾鏡時，在不同的自我代言條件以及不同的互動性條件下，對於廣告態度和購買意圖兩者的廣告效果是否有所不同。本研究最後共有122位有效參與者完成體驗與問卷填寫，研究結果發現自我代言條件雖與廣告效果之間沒有顯著關係，但自我代言條件可以正向影響自我參照感，自我參照感可以正向影響廣告效果，且自我參照亦可以中介自我代言條件與廣告效果之間的關係。此外，互動性則對廣告態度與購買意圖皆有正向的影響，但未提供調節與調節中介效果。
This study conducted an online experiment method to investigate the effect of different types of self-endorsing and interactivity in AR filter. In a 2 (self-endorsing vs. no self-endorsing) × 2 (high interactivity vs. low interactivity) between-subject design, 122 participants played an Instagram AR filter. The results show that self-endorsing in AR filter led to higher self-referencing, self-referencing led to higher attitude toward the ad and purchase intention, and self-referencing mediated the interaction effects of self-endorsing on attitude toward the ad and purchase intention. Also, interactivity has a positive impact on attitude toward the ad and purchase intention. However, the moderating effects and moderated mediation effect of interactivity were not statistically significant.
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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
108464012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108464012
資料類型 thesis
dc.contributor.advisor 林日璇zh_TW
dc.contributor.advisor Lin, Jih-Hsuanen_US
dc.contributor.author (作者) 邱梓晴zh_TW
dc.contributor.author (作者) Chiu, Tzu-Chingen_US
dc.creator (作者) 邱梓晴zh_TW
dc.creator (作者) Chiu, Tzu-Chingen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-三月-2022 18:27:24 (UTC+8)-
dc.date.available 1-三月-2022 18:27:24 (UTC+8)-
dc.date.issued (上傳時間) 1-三月-2022 18:27:24 (UTC+8)-
dc.identifier (其他 識別碼) G0108464012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139332-
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) 108464012zh_TW
dc.description.abstract (摘要) 本研究採取線上實驗法，以2（自我代言 vs. 非自我代言） × 2（互動性高 vs. 互動性低）的受測者間設計（between-subject design），觀察參與者使用Instagram限時動態AR濾鏡時，在不同的自我代言條件以及不同的互動性條件下，對於廣告態度和購買意圖兩者的廣告效果是否有所不同。本研究最後共有122位有效參與者完成體驗與問卷填寫，研究結果發現自我代言條件雖與廣告效果之間沒有顯著關係，但自我代言條件可以正向影響自我參照感，自我參照感可以正向影響廣告效果，且自我參照亦可以中介自我代言條件與廣告效果之間的關係。此外，互動性則對廣告態度與購買意圖皆有正向的影響，但未提供調節與調節中介效果。zh_TW
dc.description.abstract (摘要) This study conducted an online experiment method to investigate the effect of different types of self-endorsing and interactivity in AR filter. In a 2 (self-endorsing vs. no self-endorsing) × 2 (high interactivity vs. low interactivity) between-subject design, 122 participants played an Instagram AR filter. The results show that self-endorsing in AR filter led to higher self-referencing, self-referencing led to higher attitude toward the ad and purchase intention, and self-referencing mediated the interaction effects of self-endorsing on attitude toward the ad and purchase intention. Also, interactivity has a positive impact on attitude toward the ad and purchase intention. However, the moderating effects and moderated mediation effect of interactivity were not statistically significant.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　4

第二章　文獻探討　6
第一節　社群媒體——Instagram　6
一、Instagram限時動態AR濾鏡（Instagram Stories AR Filters）　6
二、Instagram限時動態AR濾鏡廣告案例　7
第二節　擴增實境（Augmented Reality，AR）　10
一、擴增實境定義　10
二、擴增實境廣告與廣告效果　11
第三節　自我代言（Self-endorsing）　13
第四節　自我參照（Self-referencing）　17
第五節　AR濾鏡廣告與互動性　20

第三章　研究方法　24
第一節　研究架構　24
第二節　研究假設與研究問題　25
第三節　實驗設計　26
一、實驗刺激物　26
二、前測一：挑選品牌與產品　28
三、前測二：刺激物操弄檢定　31
四、正式實驗招募與流程　33
第四節　變項測量　34
一、操弄檢定　34
二、中介變項　34
三、應變項　35
四、控制變項　36

第四章　研究結果　40
第一節　樣本與描述性統計　40
第二節　量表信度檢測　42
一、自我參照量表信度檢驗　42
二、廣告態度量表信度檢驗　42
三、購買意圖量表信度檢驗　42
四、產品涉入度量表信度檢驗　42
第三節　操弄檢定　43
第四節　假設檢驗　44
一、假設一：自我代言與廣告效果之關係　44
二、假設二：自我代言與自我參照之關係　46
三、假設三：自我參照與廣告效果之關係　47
四、假設四：自我參照之中介效果　50
五、假設五：互動性與廣告效果之關係　54
六、假設六：互動性之調節效果　55
七、假設七：互動性之調節中介模型　56
八、假設驗證小結　61

第五章　結論　62
第一節　研究發現與討論　62
一、自我代言、自我參照與廣告效果之關係　62
二、互動性與廣告效果之關係　64
第二節　學術與實務貢獻　66
一、學術貢獻　66
二、實務貢獻　67
第三節　研究限制與未來研究建議　68

參考文獻　70
一、中文部分　70
二、英文部分　71

附　錄　80
附錄一：前測一｜品牌與產品調查問卷　80
附錄二：前測二、正式實驗｜第一階段Instagram限時動態濾鏡調查問卷　88
附錄三：前測二、正式實驗｜第二階段Instagram限時動態濾鏡調查問卷　91		zh_TW
dc.format.extent 7126888 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108464012en_US
dc.subject (關鍵詞) Instagramzh_TW
dc.subject (關鍵詞) AR濾鏡zh_TW
dc.subject (關鍵詞) 自我代言zh_TW
dc.subject (關鍵詞) 自我參照zh_TW
dc.subject (關鍵詞) 互動性zh_TW
dc.subject (關鍵詞) 廣告態度zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) Instagramen_US
dc.subject (關鍵詞) AR filtersen_US
dc.subject (關鍵詞) self-endorsingen_US
dc.subject (關鍵詞) self-referencingen_US
dc.subject (關鍵詞) interactivityen_US
dc.subject (關鍵詞) attitude toward the aden_US
dc.subject (關鍵詞) purchase intentionen_US
dc.title (題名) Instagram限時動態AR濾鏡自我代言與互動性對廣告效果的影響zh_TW
dc.title (題名) The impact of self-endorsing and interactivity on Instagram stories AR filtersen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
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dc.identifier.doi (DOI) 10.6814/NCCU202200188en_US