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題名 探討不同業配訊息揭露時間及文字干擾對YouTube業配影片廣告效果之影響：以擬社會關係為調節變項
Influences of Different Disclosure Timing and Textual Distraction on the Effects of YouTube Advertorial Videos: The Moderating Role of Parasocial Relationship作者 陳昀之
Chen, Yun-Chih貢獻者 施琮仁
Shih, Tsung-Jen
陳昀之
Chen, Yun-Chih關鍵詞 YouTube業配影片
廣告揭露
說服知識模型
擬社會關係
廣告效果
YouTube advertorial videos
Sponsorship disclosure
Persuasion knowledge
Parasocial relationship
Advertising effects日期 2022 上傳時間 1-八月-2022 18:17:04 (UTC+8) 摘要 YouTube內容創作者的影響力使得品牌願意經常與創作者進行商業合作，然而，其原創和商業內容之間的模糊界線時常引起消費者的質疑。因此，廣告揭露及其效果已成為具有理論和實務意義的重要研究課題。本研究旨在探討不同業配訊息的揭露時間是否會對消費者的說服知識、品牌態度、購買意願和品牌信任產生不同的影響。此外，本研究也將探討擬社會關係和文字干擾的調節作用。本研究採用線上實驗法，選擇社群媒體平台YouTube為研究情境，並以二因子實驗設計(廣告揭露時間：無、前、後；文字干擾：有、無)進行受試者間設計，總計招募283位受試者參與研究。結果顯示，有廣告揭露的影片更能提升消費者的概念性說服知識，使消費者認知到廣告的存在，但將導致消費者對品牌產生負面態度、降低購買意願及品牌信任度，也發現不同的廣告揭露時間點，其對消費者品牌態度、購買意願與品牌信任的影響力是相同的。文字干擾並不會影響廣告揭露對品牌評價的影響，而擬社會關係則會減弱概念性說服知識對態度性說服知識的負面影響。此外，擬社會關係只能減弱消費者說服知識對其購買意願的負面影響，而不能減弱其對品牌態度和品牌信任的負面影響。此研究不僅提供品牌及內容創作者廣告揭露策略參考，也提出未來研究的相關建議。
As brands started to shift their marketing budget from traditional advertising to online videos, YouTube influencers are being courted by marketers (Xiao et al., 2018). However, the blurred line between the original and commercial contents has raised problems among consumers. Therefore, the sponsorship disclosure and its timing have become important research topics with both theoretical and practical implications. This study aims to discuss whether a disclosure prior to or after the YouTube advertorial contents may have different influences on viewers’ persuasion knowledge, brand attitude, purchase intention and brand trust. In addition, the moderating role of parasocial relationship and textual distraction will also be taken into considerations. An online experiment which employed a 3 (disclosure timing: no disclosure vs. prior-disclosure vs. post-disclosure) x 2 (distraction: with distraction vs. without distraction) between-subjects design was conducted. The results indicated that a sponsorship disclosure could activate people’s conceptual and evaluative persuasion knowledge, led to critical attitudes and in turn, less favorable brand attitude, lower purchase intention and brand trust compared to no disclosure. However, no matter the disclosure was placed before or after the sponsored content, the effects of a sponsorship disclosure on brand evaluations were the same. Textual distraction also did not influence the effects of sponsorship disclosure on brand evaluations. The study also found that parasocial relationship attenuated the negative effects exerted by conceptual persuasion knowledge on evaluative persuasion knowledge. In addition, parasocial relationship could only attenuate the negative effects of evaluative persuasion knowledge on viewers’ purchase intention but not on their brand attitude and brand trust. This study informs social media influencers and marketers about the viable strategies that are both honest and effective.參考文獻 Acikgoz, F., & Burnaz, S. (2021). The influence of “influencer marketing” on YouTube influencers. International Journal of Internet Marketing and Advertising, 15(2), 201-219. https://doi.org/10.1504/ijima.2021.114331Bennett, M., Pecotich, A., and Putrevu, S. (1999), “The influence of warnings on product placements, ” European Advances in Consumer Research, 4, 193-200.Boerman, S. C., & van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.03042Boerman, S. C., van Reijmersdal, E. A., & Neijens, P. C. (2012). Sponsorship disclosure: Effects of duration on persuasion knowledge and brand responses. Journal of Communication, 62(6), 1047-1064. https://doi.org/10.1111/j.1460-2466.2012.01677.xBoerman, S. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
108461005資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108461005 資料類型 thesis dc.contributor.advisor 施琮仁 zh_TW dc.contributor.advisor Shih, Tsung-Jen en_US dc.contributor.author (作者) 陳昀之 zh_TW dc.contributor.author (作者) Chen, Yun-Chih en_US dc.creator (作者) 陳昀之 zh_TW dc.creator (作者) Chen, Yun-Chih en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-八月-2022 18:17:04 (UTC+8) - dc.date.available 1-八月-2022 18:17:04 (UTC+8) - dc.date.issued (上傳時間) 1-八月-2022 18:17:04 (UTC+8) - dc.identifier (其他 識別碼) G0108461005 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141201 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 108461005 zh_TW dc.description.abstract (摘要) YouTube內容創作者的影響力使得品牌願意經常與創作者進行商業合作，然而，其原創和商業內容之間的模糊界線時常引起消費者的質疑。因此，廣告揭露及其效果已成為具有理論和實務意義的重要研究課題。本研究旨在探討不同業配訊息的揭露時間是否會對消費者的說服知識、品牌態度、購買意願和品牌信任產生不同的影響。此外，本研究也將探討擬社會關係和文字干擾的調節作用。本研究採用線上實驗法，選擇社群媒體平台YouTube為研究情境，並以二因子實驗設計(廣告揭露時間：無、前、後；文字干擾：有、無)進行受試者間設計，總計招募283位受試者參與研究。結果顯示，有廣告揭露的影片更能提升消費者的概念性說服知識，使消費者認知到廣告的存在，但將導致消費者對品牌產生負面態度、降低購買意願及品牌信任度，也發現不同的廣告揭露時間點，其對消費者品牌態度、購買意願與品牌信任的影響力是相同的。文字干擾並不會影響廣告揭露對品牌評價的影響，而擬社會關係則會減弱概念性說服知識對態度性說服知識的負面影響。此外，擬社會關係只能減弱消費者說服知識對其購買意願的負面影響，而不能減弱其對品牌態度和品牌信任的負面影響。此研究不僅提供品牌及內容創作者廣告揭露策略參考，也提出未來研究的相關建議。 zh_TW dc.description.abstract (摘要) As brands started to shift their marketing budget from traditional advertising to online videos, YouTube influencers are being courted by marketers (Xiao et al., 2018). However, the blurred line between the original and commercial contents has raised problems among consumers. Therefore, the sponsorship disclosure and its timing have become important research topics with both theoretical and practical implications. This study aims to discuss whether a disclosure prior to or after the YouTube advertorial contents may have different influences on viewers’ persuasion knowledge, brand attitude, purchase intention and brand trust. In addition, the moderating role of parasocial relationship and textual distraction will also be taken into considerations. An online experiment which employed a 3 (disclosure timing: no disclosure vs. prior-disclosure vs. post-disclosure) x 2 (distraction: with distraction vs. without distraction) between-subjects design was conducted. The results indicated that a sponsorship disclosure could activate people’s conceptual and evaluative persuasion knowledge, led to critical attitudes and in turn, less favorable brand attitude, lower purchase intention and brand trust compared to no disclosure. However, no matter the disclosure was placed before or after the sponsored content, the effects of a sponsorship disclosure on brand evaluations were the same. Textual distraction also did not influence the effects of sponsorship disclosure on brand evaluations. The study also found that parasocial relationship attenuated the negative effects exerted by conceptual persuasion knowledge on evaluative persuasion knowledge. In addition, parasocial relationship could only attenuate the negative effects of evaluative persuasion knowledge on viewers’ purchase intention but not on their brand attitude and brand trust. This study informs social media influencers and marketers about the viable strategies that are both honest and effective. en_US dc.description.tableofcontents Chapter 1. Introduction 1Chapter 2. Literature Review 72.1 YouTube Sponsorship Disclosure 72.2 YouTube Sponsorship Disclosure Modality & Timing 82.3 Effects of Sponsorship Disclosure on Conceptual Persuasion Knowledge 92.4 Distraction and Conceptual Persuasion Knowledge 112.5 Effects of Different Sponsorship Disclosure Timing on Conceptual Persuasion Knowledge 122.6 Conceptual Persuasion Knowledge and Evaluative Persuasion Knowledge 142.7 Evaluative Persuasion Knowledge, Brand Attitude, Purchase Intention & Brand Trust 142.8 Different Sponsorship Disclosure Timing, Persuasion Knowledge, Brand Attitude, Purchase Intention and Brand Trust 162.9 Distraction, Persuasion Knowledge, Brand Attitude, Purchase Intention and Brand Trust 182.10 The Moderating Effects of Parasocial Relationship 20Chapter 3. Methodology 243.1 Experimental Design 243.2 Stimulus 253.3 Pre-test 1 263.3.1 Participants 273.3.2 Measurements 273.3.3 Manipulation Check 303.4 Pre-test 2 313.4.1 Revised Stimulus 313.4.2 Participants 313.4.3 Measurements 323.4.4 Manipulation Check 323.5 Main Study 333.5.1 Participants and Procedure 333.5.2 Measurements 34Chapter 4. Results 354.1 Descriptive Analysis 354.2 Hypothesis Testing 37Chapter 5. Discussion 635.1 Sponsorship Disclosures and Persuasion Knowledge 635.2 Disclosure Timing, Persuasion Knowledge and Brand Evaluations 645.3 Distraction, Persuasion Knowledge and Brand Evaluations 665.4 PSR Moderation and Persuasion Knowledge 695.5 PSR Moderation and Brand Evaluations 695.6 Limitations and Future Research 71Chapter 6. Conclusion 736.1 Theoretical Implications 736.2 Practical Implications 74References 76Appendix A. Pre-test Questionnaire 86Appendix B. Stimulus Materials 91Appendix C. Descriptive Statistics Tables of the Second Pre-test 94Appendix D. Main Study Questionnaire 98Appendix E. Descriptive Statistics Tables of the Main Study 112 zh_TW dc.format.extent 2518697 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108461005 en_US dc.subject (關鍵詞) YouTube業配影片 zh_TW dc.subject (關鍵詞) 廣告揭露 zh_TW dc.subject (關鍵詞) 說服知識模型 zh_TW dc.subject (關鍵詞) 擬社會關係 zh_TW dc.subject (關鍵詞) 廣告效果 zh_TW dc.subject (關鍵詞) YouTube advertorial videos en_US dc.subject (關鍵詞) Sponsorship disclosure en_US dc.subject (關鍵詞) Persuasion knowledge en_US dc.subject (關鍵詞) Parasocial relationship en_US dc.subject (關鍵詞) Advertising effects en_US dc.title (題名) 探討不同業配訊息揭露時間及文字干擾對YouTube業配影片廣告效果之影響：以擬社會關係為調節變項 zh_TW dc.title (題名) Influences of Different Disclosure Timing and Textual Distraction on the Effects of YouTube Advertorial Videos: The Moderating Role of Parasocial Relationship en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Acikgoz, F., & Burnaz, S. (2021). 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