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題名 擬人化與自我揭露對廣告效果的影響-以心流為中介變數
Investigating how anthropomorphism and self-disclosure affect advertising effectiveness-the mediating role of flow
作者 林書霆
Lin, Shu-Ting
貢獻者 彭志宏
Peng, Chih-Hung
林書霆
Lin, Shu-Ting
關鍵詞 擬人化
自我揭露
心流理論
廣告效果
社會認同理論
Anthropomorphism
Self-Disclosure
Flow Theory
Advertising Effectiveness
Social Identity Theory
日期 2022
上傳時間 1-Aug-2022 17:23:14 (UTC+8)
摘要 近年來越來越多的企業搭上 Vtuber （Virtual YouTuber ）的風潮，開始自行創立 Vtuber或是與現有的Vtuber 進行合作作為企業廣告的宣傳者，然而現有的文獻顯少比較人們對於真人YouTuber 與虛擬人物Vtuber 之廣告效果的差別；除了外觀以外，網路名人們的內容呈現對與網紅行銷也有很大的影響，網路名人在業配或是聯盟行銷時經常分享跟自己相關的故事融入在影片中，降低人們對廣告為業配而容易產生負面的觀感，但現今也鮮少有文獻探究網路名人的自我揭露是否會影響廣告效果。
過往的研究發現認同感與廣告效果息息相關，因此，本研究欲以社會認同理論的觀點探究網路名人的外觀擬人化程度與內容的自我揭露是如何影響觀眾的心流體驗進而影響廣告效果。本研究採用 2x2 的實驗設計，探討擬人化與自我揭露對於心流的影響與擬人化與自我揭露的交互作用如何影響觀眾的心流進而影響廣告的效果。
結果表明，人們對於網路名人的外型為真實或虛擬人物沒有明顯的看法落差，並發現網路名人的自我揭露會影響觀眾們的心流體驗且心流體驗對於後續的廣告效果有顯著的影響，近一步探究心流的的中介效果影響發現，心流部分中介自我揭露對廣告態度的影響並對購買意願、產品態度有完全中介的影響。
Given the vigorous development of online advertising, it is increasingly important to know what factors will affect the advertising effectiveness. Prior studies have found that people have positive attitude to anthropomorphism characters and characters with high degree of self-disclosure. However, little is known through which mechanism anthropomorphism and self-disclosure are related to advertising effectiveness. According to social identity theory, we hypothesize that anthropomorphism and self-disclosure are related to audience’s flow, leading to advertising effectiveness. We conduct a 2x2 factorial experiment to examine the hypotheses. We find that self-disclosure, not anthropomorphism, is positively related to audience`s flow, leading to better advertising effectiveness (i.e., advertising attitude, product attribute, and purchase intention). Our findings provide both theoretical and practical contributions to advertisers and online celebrities.
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描述 碩士
國立政治大學
資訊管理學系
109356026
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109356026
資料類型 thesis
dc.contributor.advisor 彭志宏zh_TW
dc.contributor.advisor Peng, Chih-Hungen_US
dc.contributor.author (Authors) 林書霆zh_TW
dc.contributor.author (Authors) Lin, Shu-Tingen_US
dc.creator (作者) 林書霆zh_TW
dc.creator (作者) Lin, Shu-Tingen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Aug-2022 17:23:14 (UTC+8)-
dc.date.available 1-Aug-2022 17:23:14 (UTC+8)-
dc.date.issued (上傳時間) 1-Aug-2022 17:23:14 (UTC+8)-
dc.identifier (Other Identifiers) G0109356026en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141039-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 109356026zh_TW
dc.description.abstract (摘要) 近年來越來越多的企業搭上 Vtuber （Virtual YouTuber ）的風潮，開始自行創立 Vtuber或是與現有的Vtuber 進行合作作為企業廣告的宣傳者，然而現有的文獻顯少比較人們對於真人YouTuber 與虛擬人物Vtuber 之廣告效果的差別；除了外觀以外，網路名人們的內容呈現對與網紅行銷也有很大的影響，網路名人在業配或是聯盟行銷時經常分享跟自己相關的故事融入在影片中，降低人們對廣告為業配而容易產生負面的觀感，但現今也鮮少有文獻探究網路名人的自我揭露是否會影響廣告效果。
過往的研究發現認同感與廣告效果息息相關，因此，本研究欲以社會認同理論的觀點探究網路名人的外觀擬人化程度與內容的自我揭露是如何影響觀眾的心流體驗進而影響廣告效果。本研究採用 2x2 的實驗設計，探討擬人化與自我揭露對於心流的影響與擬人化與自我揭露的交互作用如何影響觀眾的心流進而影響廣告的效果。
結果表明，人們對於網路名人的外型為真實或虛擬人物沒有明顯的看法落差，並發現網路名人的自我揭露會影響觀眾們的心流體驗且心流體驗對於後續的廣告效果有顯著的影響，近一步探究心流的的中介效果影響發現，心流部分中介自我揭露對廣告態度的影響並對購買意願、產品態度有完全中介的影響。		zh_TW
dc.description.abstract (摘要) Given the vigorous development of online advertising, it is increasingly important to know what factors will affect the advertising effectiveness. Prior studies have found that people have positive attitude to anthropomorphism characters and characters with high degree of self-disclosure. However, little is known through which mechanism anthropomorphism and self-disclosure are related to advertising effectiveness. According to social identity theory, we hypothesize that anthropomorphism and self-disclosure are related to audience’s flow, leading to advertising effectiveness. We conduct a 2x2 factorial experiment to examine the hypotheses. We find that self-disclosure, not anthropomorphism, is positively related to audience`s flow, leading to better advertising effectiveness (i.e., advertising attitude, product attribute, and purchase intention). Our findings provide both theoretical and practical contributions to advertisers and online celebrities.en_US
dc.description.tableofcontents 目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 4
第三節 研究流程 4
第二章 文獻回顧 6
第一節 社會認同理論 6
第二節 擬人化 9
第三節 網路名人 11
第四節 心流理論 17
第五節 廣告效果 18
第三章 研究假設 21
第一節 研究假說 21
第二節 研究架構 24
第四章 資料操弄 25
第一節 變數操作 25
第二節 實驗設計 27
第五章 資料分析與假說驗證 32
第一節 敘述性統計資料 32
第二節 統計模型分析與假說驗證 40
第六章 結論與建議 52
第一節 研究結果 52
第二節 研究貢獻 54
第三節 研究限制與未來方向 56
第七章 附錄 66		zh_TW
dc.format.extent 3415787 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356026en_US
dc.subject (關鍵詞) 擬人化zh_TW
dc.subject (關鍵詞) 自我揭露zh_TW
dc.subject (關鍵詞) 心流理論zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.subject (關鍵詞) 社會認同理論zh_TW
dc.subject (關鍵詞) Anthropomorphismen_US
dc.subject (關鍵詞) Self-Disclosureen_US
dc.subject (關鍵詞) Flow Theoryen_US
dc.subject (關鍵詞) Advertising Effectivenessen_US
dc.subject (關鍵詞) Social Identity Theoryen_US
dc.title (題名) 擬人化與自我揭露對廣告效果的影響-以心流為中介變數zh_TW
dc.title (題名) Investigating how anthropomorphism and self-disclosure affect advertising effectiveness-the mediating role of flowen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Aggarwal, P., & McGill, A. L. (2012). When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of consumer research, 39(2), 307-323.
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dc.identifier.doi (DOI) 10.6814/NCCU202201139en_US