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題名 探討Instagram影片、圖片廣告對於消費者心理反應與購買行為之影響：以美妝產業為例
Investigating the influences of Instagram video and photo ads on consumers’ psychological reaction and purchase behavior: The example of cosmetics industry
作者 顧詠晴
Ku, Yung-Ching
貢獻者 洪為璽<br>季延平
顧詠晴
Ku, Yung-Ching
關鍵詞 美妝產業
Instagram
廣告價值
廣告態度
購買意願
SOR模型
Cosmetics industry
Instagram
Advertising value
Advertising attitudes
Purchase intention
SOR model
日期 2022
上傳時間 1-Aug-2022 19:00:31 (UTC+8)
摘要 Instagram 在近年已經越來越受到企業的重視與喜愛，許多企業選擇使用Instagram來做品牌的推廣、廣告投放。故本研究將針對Instagram上的圖片形式與影片形式廣告，將其特性如資訊性、娛樂性、廣告創意度等作為刺激消費者的因素，探討這些因素是否會影響到消費者的心理感知，如廣告態度及品牌態度，以及探討其心理感知是否會影響後續的購買行為。本研究採網路發放問卷，蒐集了456則有效樣本，後續以結構方程模型進行資料分析，共得出以下結論：一、圖片和影片廣告的廣告價值 (資訊性與娛樂性) 與消費者的廣告態度和品牌態度皆有正向顯著關係，兩種廣告裡都以娛樂性的影響程度高於資訊性，且影片廣告的影響差距較圖片廣告大。二、圖片和影片廣告的廣告創意度與消費者的廣告態度和品牌態度皆有正向顯著關係。三、消費者對於圖片和影片廣告的廣告態度和其購買意願皆有正向顯著關係。四、消費者對於圖片和影片廣告的品牌態度以及購買意願皆有正向顯著關係。五、影片廣告較圖片廣告擁有更高的廣告價值、廣告創意度，消費者也對其擁有更高的廣告態度、品牌態度及購買意願。本研究貢獻除了證實了上述結論並充實了 Instagram 領域的文獻，也證實了Instagram這個新興平台與過往龍頭Facebook在廣告之間的差異性，同時也提供美妝產業的企業社群行銷策略的方向。
Instagram has gradually become favored and valued by enterprises during recent years. Many businesses choose Instagram for brand promotion and advertising. Therefore, this study will focus on image and video advertisements on Instagram and credit their characteristics, such as Informativeness, Entertainment, and Advertising Creativity, as factors that stimulate consumers. This study would explored whether these factors affect consumers` psychological perceptions, such as Advertising Attitude and Brand Attitude, and whether their psychological perceptions influence subsequent Purchase Intention. This study issued an online questionnaire and collected 456 valid samples. This study would used Structural Equation Modelling to do data analyzing. There are five conclusions: 1. In both image and video advertisements, Advertising Value (Informativeness and Entertainment) have positive and significant impacts on consumers` Advertising Attitude and Brand Attitude, while the impacts of Entertainment are greater than that of Informativeness in both forms of ads. 2. In both image and video advertisements, Advertising Creativity has a positive and significant impact on consumers` Advertising Attitudes and Brand Attitude. 3. In both image and video advertisements, consumers` Advertising Attitude has a positive and significant impact on their Purchase Intentions. 4. In both image and video advertisements, consumers` Brand Attitude has a positive and significant impact on their Purchase Intentions. 5. Compared with image ads, video ads have higher Advertising Value and Advertising Creativity. Consumers also have higher Advertising Attitude, Brand Attitude and Purchase Intentions after watching video ads compared with image ads. In addition to confirming the above conclusions and the differences between Facebook and Instagram advertisement, this study also provides direction for the corporation to develop their marketing strategies in the cosmetics industry.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363094
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363094
資料類型 thesis
dc.contributor.advisor 洪為璽<br>季延平zh_TW
dc.contributor.author (Authors) 顧詠晴zh_TW
dc.contributor.author (Authors) Ku, Yung-Chingen_US
dc.creator (作者) 顧詠晴zh_TW
dc.creator (作者) Ku, Yung-Chingen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Aug-2022 19:00:31 (UTC+8)-
dc.date.available 1-Aug-2022 19:00:31 (UTC+8)-
dc.date.issued (上傳時間) 1-Aug-2022 19:00:31 (UTC+8)-
dc.identifier (Other Identifiers) G0109363094en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141396-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 109363094zh_TW
dc.description.abstract (摘要) Instagram 在近年已經越來越受到企業的重視與喜愛，許多企業選擇使用Instagram來做品牌的推廣、廣告投放。故本研究將針對Instagram上的圖片形式與影片形式廣告，將其特性如資訊性、娛樂性、廣告創意度等作為刺激消費者的因素，探討這些因素是否會影響到消費者的心理感知，如廣告態度及品牌態度，以及探討其心理感知是否會影響後續的購買行為。本研究採網路發放問卷，蒐集了456則有效樣本，後續以結構方程模型進行資料分析，共得出以下結論：一、圖片和影片廣告的廣告價值 (資訊性與娛樂性) 與消費者的廣告態度和品牌態度皆有正向顯著關係，兩種廣告裡都以娛樂性的影響程度高於資訊性，且影片廣告的影響差距較圖片廣告大。二、圖片和影片廣告的廣告創意度與消費者的廣告態度和品牌態度皆有正向顯著關係。三、消費者對於圖片和影片廣告的廣告態度和其購買意願皆有正向顯著關係。四、消費者對於圖片和影片廣告的品牌態度以及購買意願皆有正向顯著關係。五、影片廣告較圖片廣告擁有更高的廣告價值、廣告創意度，消費者也對其擁有更高的廣告態度、品牌態度及購買意願。本研究貢獻除了證實了上述結論並充實了 Instagram 領域的文獻，也證實了Instagram這個新興平台與過往龍頭Facebook在廣告之間的差異性，同時也提供美妝產業的企業社群行銷策略的方向。zh_TW
dc.description.abstract (摘要) Instagram has gradually become favored and valued by enterprises during recent years. Many businesses choose Instagram for brand promotion and advertising. Therefore, this study will focus on image and video advertisements on Instagram and credit their characteristics, such as Informativeness, Entertainment, and Advertising Creativity, as factors that stimulate consumers. This study would explored whether these factors affect consumers` psychological perceptions, such as Advertising Attitude and Brand Attitude, and whether their psychological perceptions influence subsequent Purchase Intention. This study issued an online questionnaire and collected 456 valid samples. This study would used Structural Equation Modelling to do data analyzing. There are five conclusions: 1. In both image and video advertisements, Advertising Value (Informativeness and Entertainment) have positive and significant impacts on consumers` Advertising Attitude and Brand Attitude, while the impacts of Entertainment are greater than that of Informativeness in both forms of ads. 2. In both image and video advertisements, Advertising Creativity has a positive and significant impact on consumers` Advertising Attitudes and Brand Attitude. 3. In both image and video advertisements, consumers` Advertising Attitude has a positive and significant impact on their Purchase Intentions. 4. In both image and video advertisements, consumers` Brand Attitude has a positive and significant impact on their Purchase Intentions. 5. Compared with image ads, video ads have higher Advertising Value and Advertising Creativity. Consumers also have higher Advertising Attitude, Brand Attitude and Purchase Intentions after watching video ads compared with image ads. In addition to confirming the above conclusions and the differences between Facebook and Instagram advertisement, this study also provides direction for the corporation to develop their marketing strategies in the cosmetics industry.en_US
dc.description.tableofcontents 圖次 7
表次 8
第一章　緒論 10
第一節　研究背景 10
第二節　研究目的與研究問題 14
第二章　文獻探討 17
第一節　Stimulus-Organism-Response Model 17
第二節　廣告價值 Advertising Value 20
第三節　廣告創意程度 Advertising Creativity 22
第四節　廣告態度 Advertising Attitude 24
第五節　品牌態度 Brand Attitude 25
第六節　購買意願 26
第三章　研究方法 27
第一節　研究假說 27
第二節　研究模型 31
第三節　研究設計 32
第四章　研究結果與分析 39
第一節　樣本資料 39
第二節　描述性統計分析 40
第三節　信效度分析 47
第四節　結構方程模型分析 55
第五節　成對樣本T檢定 63
第六節　假說驗證 64
第五章　結論與建議 65
第一節　研究結論 65
第二節　研究貢獻 68
第三節　研究限制與建議 70
參考文獻 72
附錄一　研究問卷 80		zh_TW
dc.format.extent 2354380 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363094en_US
dc.subject (關鍵詞) 美妝產業zh_TW
dc.subject (關鍵詞) Instagramzh_TW
dc.subject (關鍵詞) 廣告價值zh_TW
dc.subject (關鍵詞) 廣告態度zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) SOR模型zh_TW
dc.subject (關鍵詞) Cosmetics industryen_US
dc.subject (關鍵詞) Instagramen_US
dc.subject (關鍵詞) Advertising valueen_US
dc.subject (關鍵詞) Advertising attitudesen_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.subject (關鍵詞) SOR modelen_US
dc.title (題名) 探討Instagram影片、圖片廣告對於消費者心理反應與購買行為之影響：以美妝產業為例zh_TW
dc.title (題名) Investigating the influences of Instagram video and photo ads on consumers’ psychological reaction and purchase behavior: The example of cosmetics industryen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文資料
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dc.identifier.doi (DOI) 10.6814/NCCU202200754en_US