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題名 探討情緒激發和新聞廣告一致性在線上新聞廣告中的影響
Examining the Impact of Emotional Arousal and Message-ad Congruency in Online News Advertising作者 陳竣期
Chen, Chun-Chi貢獻者 鄭濬浩
Chung, June-Ho
陳竣期
Chen, Chun-Chi關鍵詞 信息—廣告一致性
感知干擾
廣告效果
情緒喚起
線上新聞
Message-ad congruency
Perceived intrusiveness
Ad effectiveness
Emotional arousal
Online news日期 2024 上傳時間 1-Jul-2025 14:36:46 (UTC+8) 摘要 儘管以往的研究在各種情境下考察了一致性對廣告效果的影響，但很少在線上新聞文章這一特定情境下探討這種現象，而在這一情境中，信息的傳遞和處理方式具有獨特性。為填補這一研究空白，本研究探討了線上新聞情境中信息—廣告一致性與廣告效果之間的關係。此外，我們還考察了感知干擾的潛在中介效應以及情緒喚起的調節中介效應。結果顯示，與主要信息（新聞內容）一致的廣告能引發對廣告和品牌更為積極的態度，而不一致的廣告則導致較為消極的態度。感知干擾在信息廣告一致性與廣告效果之間起中介作用。然而，情緒喚起的調節效應並不顯著。這些發現表明，在線上新聞情境中，信息廣告的一致性對於提升廣告效果至關重要。本文也討論了管理啟示以及情緒喚起的調節效應不顯著但具有指示性的原因，並為未來的研究方向提供了建議。
While previous studies have examined the impact of congruency on ad effectiveness in various contexts, few have explored this phenomenon within the context of online news articles, where messages are delivered and processed uniquely. To address this research gap, this study investigates the relationship between message-ad congruency and ad effectiveness within the context of online news. Additionally, we examine the potential mediation effect of perceived intrusiveness and the moderated mediation effect of emotional arousal. The results reveal that advertisements congruent with the main message (news content) elicit more positive attitudes toward the advertisement and the brand, whereas incongruent advertisements lead to less favorable attitudes. Perceived intrusiveness mediates the relationship between message-ad congruency and ad effectiveness. However, the moderating effect of emotional arousal was not significant. These findings suggest that message-ad congruency is crucial for enhancing ad effectiveness in the context of online news. Managerial implications and the reasons for the insignificant yet indicative moderated effect of emotional arousal are discussed, providing directions for future research.參考文獻 Aaker, D.A. and Brown, P.K. (1972), “Evaluating vehicle source effects”, Journal of Advertising Research, Vol. 12 No. 2, pp. 11-16. Aksakallı, V. (2012), “Optimizing direct response in Internet display advertising,” Electronic Commerce Research and Applications, 11(3), 229-240. Al-Rawi, A. (2020). Networked emotional news on social media. Journalism Practice, 14(9), 1125-1141. Balslev, T., De Grave, W. S., Muijtjens, A. M., & Scherpbier, A. J. J. A. (2005), “Comparison of text and video cases in a postgraduate problem‐based learning format,” Medical education, 39(11), 1086-1092. Baron, R. M., & Kenny, D. A. 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國立政治大學
國際經營與貿易學系
111351040資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111351040 資料類型 thesis dc.contributor.advisor 鄭濬浩 zh_TW dc.contributor.advisor Chung, June-Ho en_US dc.contributor.author (Authors) 陳竣期 zh_TW dc.contributor.author (Authors) Chen, Chun-Chi en_US dc.creator (作者) 陳竣期 zh_TW dc.creator (作者) Chen, Chun-Chi en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-Jul-2025 14:36:46 (UTC+8) - dc.date.available 1-Jul-2025 14:36:46 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2025 14:36:46 (UTC+8) - dc.identifier (Other Identifiers) G0111351040 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157734 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 111351040 zh_TW dc.description.abstract (摘要) 儘管以往的研究在各種情境下考察了一致性對廣告效果的影響，但很少在線上新聞文章這一特定情境下探討這種現象，而在這一情境中，信息的傳遞和處理方式具有獨特性。為填補這一研究空白，本研究探討了線上新聞情境中信息—廣告一致性與廣告效果之間的關係。此外，我們還考察了感知干擾的潛在中介效應以及情緒喚起的調節中介效應。結果顯示，與主要信息（新聞內容）一致的廣告能引發對廣告和品牌更為積極的態度，而不一致的廣告則導致較為消極的態度。感知干擾在信息廣告一致性與廣告效果之間起中介作用。然而，情緒喚起的調節效應並不顯著。這些發現表明，在線上新聞情境中，信息廣告的一致性對於提升廣告效果至關重要。本文也討論了管理啟示以及情緒喚起的調節效應不顯著但具有指示性的原因，並為未來的研究方向提供了建議。 zh_TW dc.description.abstract (摘要) While previous studies have examined the impact of congruency on ad effectiveness in various contexts, few have explored this phenomenon within the context of online news articles, where messages are delivered and processed uniquely. To address this research gap, this study investigates the relationship between message-ad congruency and ad effectiveness within the context of online news. Additionally, we examine the potential mediation effect of perceived intrusiveness and the moderated mediation effect of emotional arousal. The results reveal that advertisements congruent with the main message (news content) elicit more positive attitudes toward the advertisement and the brand, whereas incongruent advertisements lead to less favorable attitudes. Perceived intrusiveness mediates the relationship between message-ad congruency and ad effectiveness. However, the moderating effect of emotional arousal was not significant. These findings suggest that message-ad congruency is crucial for enhancing ad effectiveness in the context of online news. Managerial implications and the reasons for the insignificant yet indicative moderated effect of emotional arousal are discussed, providing directions for future research. en_US dc.description.tableofcontents 1. Introduction 1 2. Literature Review and Research Framework 3 2.1. Message-ad Congruency 3 2.1.1. From the Concept of Themes to Applications in Advertising 3 2.2. Ad Effectiveness 5 2.2.1. Multifaceted Metrics for Measuring Ad Effectiveness 5 2.2.2. Varied Effects of Congruency on Ad Effectiveness 6 2.3. Perceived Intrusiveness 8 2.3.1. From Psychological Concept to Applications in Advertising 8 2.3.2. Mediating Role of Perceived Intrusiveness in Advertising Research 9 2.4. Emotional Arousal 11 2.4.1. Emotions Categorized by Arousal Levels 11 2.4.2. Emotional Intensity in a Given Emotion 12 2.4.3. “Intensifying Effect” of Arousal on Judgements and Valuations 13 3. Method and Results 14 3.1. Method 15 3.1.1. Data Collection and Sampling 15 3.1.2. Survey Design 15 3.1.3. Pretest Results and Improvements 15 3.1.4. Stimuli - Manipulation of Emotional Arousal 16 3.1.5. Stimuli - Manipulation of Message-ad Congruency 19 3.1.6. Latent Variables and Other Questions 19 3.2. Results 21 3.2.1. Demographic Profiles 21 3.2.2. Manipulation and Content Check 22 3.2.3. Common Method Bias Check 22 3.2.4. EFA and CFA 23 3.2.5. Model with Attitude Toward the Advertisement as the Dependent Variable 25 3.2.6. Model with Attitude Toward the Brand as the Dependent Variable 27 4. Discussion and Conclusion 30 4-1. General Discussion 30 4-2. Managerial Implications 33 4-3. Limitations 34 4-4. Conclusion and Future Research 35 References 37 Appendix 46 A. Stimuli 46 B. Congruent vs. Incongruent Advertisements 47 C. Pretest Questionnaire 48 D. Main Study Questionnaire 49 zh_TW dc.format.extent 3387542 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111351040 en_US dc.subject (關鍵詞) 信息—廣告一致性 zh_TW dc.subject (關鍵詞) 感知干擾 zh_TW dc.subject (關鍵詞) 廣告效果 zh_TW dc.subject (關鍵詞) 情緒喚起 zh_TW dc.subject (關鍵詞) 線上新聞 zh_TW dc.subject (關鍵詞) Message-ad congruency en_US dc.subject (關鍵詞) Perceived intrusiveness en_US dc.subject (關鍵詞) Ad effectiveness en_US dc.subject (關鍵詞) Emotional arousal en_US dc.subject (關鍵詞) Online news en_US dc.title (題名) 探討情緒激發和新聞廣告一致性在線上新聞廣告中的影響 zh_TW dc.title (題名) Examining the Impact of Emotional Arousal and Message-ad Congruency in Online News Advertising en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aaker, D.A. and Brown, P.K. (1972), “Evaluating vehicle source effects”, Journal of Advertising Research, Vol. 12 No. 2, pp. 11-16. Aksakallı, V. 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