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題名 以擬社會互動理論與廣告價值模型探討Podcast廣告效果
Exploring the Advertising Effect of Podcast with the Parasocial Interaction Theory and the Advertising Value Framework作者 呂宗翰
Lu, Tsung-Han貢獻者 陳憶寧
Chen, Yi-Ning
呂宗翰
Lu, Tsung-Han關鍵詞 Podcast廣告
廣告價值模型
擬社會互動
廣告態度
購買意圖
Podcast Advertising
Parasocial Interaction Theory
Advertising Value Framework
Purchase Intention
Advertising Attitudes日期 2024 上傳時間 5-八月-2024 14:10:48 (UTC+8) 摘要 近年，Podcast的熱度及討論程度持續燃燒，且在各領域被廣泛使用於品牌及產品行銷。同時，2022年5月，台灣本土Podcast平台SoundOn、Firstory不約而同都推出「動態廣告」(Dynamic Ad Insertion, DAI)功能顛覆原有 Podcast廣告市場，因此，本研究將在台灣Podcast生態發展更趨完整的情況下，以廣告價值模型結合擬社會互動理論及其前置變數探討Podcast廣告效果。 本研究採用問卷調查法，經立意抽樣後，共回收433份有效問卷，並使用結構方程式(Structural Equation Modelling, SEM)來驗證變相間的因果關係。 本研究發現，Podcast廣告的娛樂性、資訊性、可信性對廣告態度有正向影響，而干擾性對廣告態度有負向影響，擬社會互動程度、擬社會互動前置變數: 聲音吸引力、社交吸引力皆對擬社會互動有正向影響，Podcast廣告態度對購買意圖有正向影響。同時，亦發現Podcast廣告的資訊性也對購買意圖有正向影響。 因此，本研究建議業者及Podcaster錄製節目及廣告時，應特別注重廣告內容的娛樂性，且應站在消費者與閱聽人的角度思考，何種產品訊息才是消費者最需要的，才更能夠直接影響消費者的購買決策。再者，Podcast廣告資訊在能幫助聽眾更了解產品的情形下，就有機會提高聽眾及消費者的購買意圖。 建議Podcaster能夠持續發展分眾議題，深化自己與聽眾的黏著度，進而讓閱聽眾認為與Podcaster所擁有的特質具有越高的相關性;而廣告主則能增加對於分眾行銷的力道，讓擬社會關係透過Podcast載體，能夠具有更全面的發揮。
In recent years, the popularity and discussion of Podcasts have continued to rise. In May 2022, Taiwan's local Podcast platforms SoundOn and Firstory both introduced "Dynamic Ad Insertion" (DAI) function, disrupting the original Podcast advertising market. Therefore, this study will explore the advertising effectiveness of Podcasts in Taiwan by combining an advertising value framework with the parasocial interaction theory and its antecedents, in a more complete development of the Podcast ecosystem in Taiwan. This study employed a questionnaire survey method, and after purposive sampling, a total of 433 valid questionnaires were collected. Structural Equation Modelling (SEM) was used to verify the causal relationships between variables. This study found that the entertainment, informativeness, and credibility of podcast advertisements have a positive impact on advertising attitudes, while advertisements irritation has a negative impact on advertising attitudes. The parasocial interaction degree and parasocial interaction antecedent variables - voice attractiveness and social attractiveness - all have a positive impact on parasocial interaction. Podcast advertising attitudes have a positive impact on purchase intention. Additionally, it was also found that the informativeness of podcast advertisements has a positive impact on purchase intention. Therefore, this study suggests that operators and podcasters should pay special attention to the entertainment value of advertising content when recording programs and advertisements. They should also consider from the perspective of consumers and listeners, what product information is most needed by consumers, in order to more directly influence consumers' purchasing decisions. Furthermore, when podcast advertising information can help listeners better understand the product, there is an opportunity to increase the purchasing intent of listeners and consumers. It is suggested that podcasters continue to develop niche topics, deepen their connection with listeners, and make audiences feel that they have a higher relevance to the qualities possessed by the podcaster. 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國立政治大學
傳播學院傳播碩士學位學程
111464054資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111464054 資料類型 thesis dc.contributor.advisor 陳憶寧 zh_TW dc.contributor.advisor Chen, Yi-Ning en_US dc.contributor.author (作者) 呂宗翰 zh_TW dc.contributor.author (作者) Lu, Tsung-Han en_US dc.creator (作者) 呂宗翰 zh_TW dc.creator (作者) Lu, Tsung-Han en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-八月-2024 14:10:48 (UTC+8) - dc.date.available 5-八月-2024 14:10:48 (UTC+8) - dc.date.issued (上傳時間) 5-八月-2024 14:10:48 (UTC+8) - dc.identifier (其他 識別碼) G0111464054 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152817 - 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) 111464054 zh_TW dc.description.abstract (摘要) 近年，Podcast的熱度及討論程度持續燃燒，且在各領域被廣泛使用於品牌及產品行銷。同時，2022年5月，台灣本土Podcast平台SoundOn、Firstory不約而同都推出「動態廣告」(Dynamic Ad Insertion, DAI)功能顛覆原有 Podcast廣告市場，因此，本研究將在台灣Podcast生態發展更趨完整的情況下，以廣告價值模型結合擬社會互動理論及其前置變數探討Podcast廣告效果。 本研究採用問卷調查法，經立意抽樣後，共回收433份有效問卷，並使用結構方程式(Structural Equation Modelling, SEM)來驗證變相間的因果關係。 本研究發現，Podcast廣告的娛樂性、資訊性、可信性對廣告態度有正向影響，而干擾性對廣告態度有負向影響，擬社會互動程度、擬社會互動前置變數: 聲音吸引力、社交吸引力皆對擬社會互動有正向影響，Podcast廣告態度對購買意圖有正向影響。同時，亦發現Podcast廣告的資訊性也對購買意圖有正向影響。 因此，本研究建議業者及Podcaster錄製節目及廣告時，應特別注重廣告內容的娛樂性，且應站在消費者與閱聽人的角度思考，何種產品訊息才是消費者最需要的，才更能夠直接影響消費者的購買決策。再者，Podcast廣告資訊在能幫助聽眾更了解產品的情形下，就有機會提高聽眾及消費者的購買意圖。 建議Podcaster能夠持續發展分眾議題，深化自己與聽眾的黏著度，進而讓閱聽眾認為與Podcaster所擁有的特質具有越高的相關性;而廣告主則能增加對於分眾行銷的力道，讓擬社會關係透過Podcast載體，能夠具有更全面的發揮。 zh_TW dc.description.abstract (摘要) In recent years, the popularity and discussion of Podcasts have continued to rise. In May 2022, Taiwan's local Podcast platforms SoundOn and Firstory both introduced "Dynamic Ad Insertion" (DAI) function, disrupting the original Podcast advertising market. Therefore, this study will explore the advertising effectiveness of Podcasts in Taiwan by combining an advertising value framework with the parasocial interaction theory and its antecedents, in a more complete development of the Podcast ecosystem in Taiwan. This study employed a questionnaire survey method, and after purposive sampling, a total of 433 valid questionnaires were collected. Structural Equation Modelling (SEM) was used to verify the causal relationships between variables. This study found that the entertainment, informativeness, and credibility of podcast advertisements have a positive impact on advertising attitudes, while advertisements irritation has a negative impact on advertising attitudes. The parasocial interaction degree and parasocial interaction antecedent variables - voice attractiveness and social attractiveness - all have a positive impact on parasocial interaction. Podcast advertising attitudes have a positive impact on purchase intention. Additionally, it was also found that the informativeness of podcast advertisements has a positive impact on purchase intention. Therefore, this study suggests that operators and podcasters should pay special attention to the entertainment value of advertising content when recording programs and advertisements. They should also consider from the perspective of consumers and listeners, what product information is most needed by consumers, in order to more directly influence consumers' purchasing decisions. Furthermore, when podcast advertising information can help listeners better understand the product, there is an opportunity to increase the purchasing intent of listeners and consumers. It is suggested that podcasters continue to develop niche topics, deepen their connection with listeners, and make audiences feel that they have a higher relevance to the qualities possessed by the podcaster. Advertisers can focus on increasing the impact of niche marketing, allowing parasocial relationships to have a more comprehensive impact through the podcast medium. en_US dc.description.tableofcontents 壹 緒論 1 第一節 研究動機 1 第二節 研究目的與問題 4 貳 文獻探討 6 第一節 PODCAST介紹與發展歷程 6 第二節 PODCAST廣告 7 第三節 廣告價值模型 12 第四節 擬社會互動 (PSI) 19 第五節 擬社會互動 (PSI)之前因 20 第六節 購買意圖 22 參 研究方法 24 第一節 研究架構 24 第二節 研究設計 25 第三節 變項定義與問卷設計 26 第四節 研究對象與抽樣方式 35 第五節 前測分析 35 肆 資料分析 37 第一節 問卷回收與信度分析 37 第二節 受測者結果分析 39 第三節 整體結構模型分析 42 伍 結論與建議 48 第一節 研究結論 48 第二節 研究貢獻 51 第三節 研究限制與未來建議 54 參考文獻 55 中文文獻 55 英文文獻 58 附錄一：問卷 67 附錄二：題項平均數及標準差 74 附錄三：潛在變項相關係數矩陣 77 zh_TW dc.format.extent 2078751 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111464054 en_US dc.subject (關鍵詞) Podcast廣告 zh_TW dc.subject (關鍵詞) 廣告價值模型 zh_TW dc.subject (關鍵詞) 擬社會互動 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) Podcast Advertising en_US dc.subject (關鍵詞) Parasocial Interaction Theory 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