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題名 Instagram按讚數被隱藏將有何影響？檢驗Instagram按讚數與廣告揭露對泰國微型網紅在廣告效果上的影響
What happens when Instagram likes are gone? Examining the impact of Instagram likes and advertising disclosures on micro-influencer advertising effectiveness in Thailand作者 麗美梅
Paisatchayakul, Napat貢獻者 林芝璇
Lin Jhih-Syuan
麗美梅
Napat Paisatchayakul關鍵詞 在Instagram的按讚數
廣告揭發
認知信賴度
認知真實性
微型網紅
廣告效果
從眾效應
賦能理論
說服知識模型
“Like” counts on Instagram
Advertising disclosure
Perceived source credibility
Perceived authenticity
Micro-influencer
Advertising effectiveness
Bandwagon effect
Affordance theory
Persuasion knowledge model日期 2022 上傳時間 5-Oct-2022 09:29:36 (UTC+8) 摘要 摘要Instagram 推出了一項功能，允許用戶在貼文中隱藏「按讚」的數目，這個新現象對消費者的影響至關重要。本研究以從眾效應 (Bandwagon Effect)、賦能理論 (Affordance Theory)、說服知識模型 (Persuasion Knowledge Model)探討在Instagram中按讚數對微型網紅於廣告效果上的影響，包含專業性、信賴度、吸引力和真實性。此外，本研究探討Instagram上的按讚數和廣告揭露對消費者認知的影響。本研究進一步探究消費者認知如何影響廣告效果，包括對於贊助貼文的態度、對品牌的態度和購買意願。本研究以2×2架構 (「按讚」的數目：顯示vs. 隱藏 × 贊助揭露：顯示vs. 隱藏) 進行實驗設計，並提出假設。總計有342位女性 Instagram 用戶參與研究，有效樣本為225份。研究結果顯示，Instagram 上的按讚數、廣告揭露和其交互作用並未顯著影響參與者對微型網紅的認知。此外，研究結果顯示，參與者對贊助貼文的態度和對品牌的態度取決於對微型網紅的信賴度、吸引力和真實性，而不是專業性。當微型網紅的吸引力和真實性增加時，參與者的購買意願可能隨之增加。然而，專業性和信賴度對購買意願沒有顯著的影響。最後，本研究綜合研究結果提出理論與實務意涵，並對後續研究者提出建議。
ABSTRACTInstagram has introduced the feature that allows users to hide “Like” counts on their feeds. It is, therefore, considered crucial to comprehend the effect of this newly emerged phenomenon on consumers. Based on the bandwagon effect, affordance theory, and persuasion knowledge model, the present study examined the effect of Instagram “Like” counts on consumer perceptions of micro-influencers, including perceived expertise, perceived trustworthiness, perceived attractiveness, and perceived authenticity. The interaction effect between Instagram “Like” counts and advertising disclosure on consumer perceptions were also examined. This study further investigated how consumer perceptions impact advertising effectiveness in terms of attitude toward the sponsored post, attitude toward the brand, and purchase intention.A 2 (“Like” visibility: presence vs. absence) × 2 (advertising disclosure: presence vs. absence) between-subject experimental design was conducted to test the proposed hypotheses. A total of 342 female Instagram users participated in the current study, while 225 responses were retained for data analysis. The results suggested that “Like” counts on Instagram, advertising disclosure, and the interaction effect did not significantly influence participants’ perceptions of the micro-influencer. In addition, the results revealed that participant’s attitude toward the sponsored post and attitude toward the brand were significantly determined by perceived trustworthiness, attractiveness, and authenticity of the micro-influencer, but not by perceived expertise. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
109461016資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109461016 資料類型 thesis dc.contributor.advisor 林芝璇 zh_TW dc.contributor.advisor Lin Jhih-Syuan en_US dc.contributor.author (Authors) 麗美梅 zh_TW dc.contributor.author (Authors) Napat Paisatchayakul en_US dc.creator (作者) 麗美梅 zh_TW dc.creator (作者) Paisatchayakul, Napat en_US dc.date (日期) 2022 en_US dc.date.accessioned 5-Oct-2022 09:29:36 (UTC+8) - dc.date.available 5-Oct-2022 09:29:36 (UTC+8) - dc.date.issued (上傳時間) 5-Oct-2022 09:29:36 (UTC+8) - dc.identifier (Other Identifiers) G0109461016 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142183 - 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) 109461016 zh_TW dc.description.abstract (摘要) 摘要Instagram 推出了一項功能，允許用戶在貼文中隱藏「按讚」的數目，這個新現象對消費者的影響至關重要。本研究以從眾效應 (Bandwagon Effect)、賦能理論 (Affordance Theory)、說服知識模型 (Persuasion Knowledge Model)探討在Instagram中按讚數對微型網紅於廣告效果上的影響，包含專業性、信賴度、吸引力和真實性。此外，本研究探討Instagram上的按讚數和廣告揭露對消費者認知的影響。本研究進一步探究消費者認知如何影響廣告效果，包括對於贊助貼文的態度、對品牌的態度和購買意願。本研究以2×2架構 (「按讚」的數目：顯示vs. 隱藏 × 贊助揭露：顯示vs. 隱藏) 進行實驗設計，並提出假設。總計有342位女性 Instagram 用戶參與研究，有效樣本為225份。研究結果顯示，Instagram 上的按讚數、廣告揭露和其交互作用並未顯著影響參與者對微型網紅的認知。此外，研究結果顯示，參與者對贊助貼文的態度和對品牌的態度取決於對微型網紅的信賴度、吸引力和真實性，而不是專業性。當微型網紅的吸引力和真實性增加時，參與者的購買意願可能隨之增加。然而，專業性和信賴度對購買意願沒有顯著的影響。最後，本研究綜合研究結果提出理論與實務意涵，並對後續研究者提出建議。 zh_TW dc.description.abstract (摘要) ABSTRACTInstagram has introduced the feature that allows users to hide “Like” counts on their feeds. It is, therefore, considered crucial to comprehend the effect of this newly emerged phenomenon on consumers. Based on the bandwagon effect, affordance theory, and persuasion knowledge model, the present study examined the effect of Instagram “Like” counts on consumer perceptions of micro-influencers, including perceived expertise, perceived trustworthiness, perceived attractiveness, and perceived authenticity. The interaction effect between Instagram “Like” counts and advertising disclosure on consumer perceptions were also examined. This study further investigated how consumer perceptions impact advertising effectiveness in terms of attitude toward the sponsored post, attitude toward the brand, and purchase intention.A 2 (“Like” visibility: presence vs. absence) × 2 (advertising disclosure: presence vs. absence) between-subject experimental design was conducted to test the proposed hypotheses. A total of 342 female Instagram users participated in the current study, while 225 responses were retained for data analysis. The results suggested that “Like” counts on Instagram, advertising disclosure, and the interaction effect did not significantly influence participants’ perceptions of the micro-influencer. In addition, the results revealed that participant’s attitude toward the sponsored post and attitude toward the brand were significantly determined by perceived trustworthiness, attractiveness, and authenticity of the micro-influencer, but not by perceived expertise. Participant’s purchase intention was likely to increase when perceived attractiveness and authenticity of the micro-influencer increased. However, perceived expertise and trustworthiness had no significant effect on purchase intention. Theoretical and practical implications as well as the direction for future research are discussed. en_US dc.description.tableofcontents TABLE OF CONTENTS1. Introduction 12. Literature Review 82.1 Influencer-marketing in Thailand 82.2 Type of influencers 82.3 The absence of “Likes” on the Instagram phenomenon 122.4 “Likes” metric affordances and the bandwagon effect 142.5 Source characteristics of influencer 162.5.1 Source credibility 162.5.1.1 Expertise 182.5.1.2 Trustworthiness 192.5.1.3 Attractiveness 202.5.2 Authenticity 212.6 Advertising Disclosure 222.7 Advertising effectiveness 262.7.1 Attitude toward advertising 272.7.2 Attitude toward brand 292.7.3 Purchase intention 303. Methodology 323.1 Conceptual framework 323.2 Study design 333.2.1 Sample 343.2.2 Stimuli development 353.3 Procedure 393.4 Measures 423.4.1. Manipulation checks 423.4.2. Source credibility variables 433.4.3 Authenticity 433.4.4 Advertising effectiveness 443.4.5 Control variables 444. Result4.1 Sample 464.2 Reliability and descriptive analysis 494.3 ANCOVA analysis 524.4 Hierarchical multiple regression analysis 585. Discussion and conclusion 645.1 The effect of “Like” counts on consumer perception 655.1.1 The effect of control variables on consumer perceptions 675.2 The interaction effect of “Like” counts and advertising disclosure on consumer perception 695.3 The effects of consumer perceptions on consumer responses 715.3.1 Attitude toward the sponsored posts 725.3.2 Attitude toward the brand 735.3.3 Purchase intention 745.4 Theoretical implications 765.5 Practical implications 775.6 Limitation and future research 795.7 Conclusion 81References 83Appendix 107 zh_TW dc.format.extent 6986745 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109461016 en_US dc.subject (關鍵詞) 在Instagram的按讚數 zh_TW dc.subject (關鍵詞) 廣告揭發 zh_TW dc.subject (關鍵詞) 認知信賴度 zh_TW dc.subject (關鍵詞) 認知真實性 zh_TW dc.subject (關鍵詞) 微型網紅 zh_TW dc.subject (關鍵詞) 廣告效果 zh_TW dc.subject (關鍵詞) 從眾效應 zh_TW dc.subject (關鍵詞) 賦能理論 zh_TW dc.subject (關鍵詞) 說服知識模型 zh_TW dc.subject (關鍵詞) “Like” counts on Instagram en_US dc.subject (關鍵詞) Advertising disclosure en_US dc.subject (關鍵詞) Perceived source credibility en_US dc.subject (關鍵詞) Perceived authenticity en_US dc.subject (關鍵詞) Micro-influencer en_US dc.subject (關鍵詞) Advertising effectiveness en_US dc.subject (關鍵詞) Bandwagon effect en_US dc.subject (關鍵詞) Affordance theory en_US dc.subject (關鍵詞) Persuasion knowledge model en_US dc.title (題名) Instagram按讚數被隱藏將有何影響？檢驗Instagram按讚數與廣告揭露對泰國微型網紅在廣告效果上的影響 zh_TW dc.title (題名) What happens when Instagram likes are gone? 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