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題名 Facebook與Instagram之跨訊息綜效比較
A comparison of cross-message synergy effect between Facebook and Instagram作者 陳又瑈
Chen, Yu Jou貢獻者 張郁敏
Chang, Yu Min
陳又瑈
Chen, Yu Jou關鍵詞 社群APP
Facebook
Instagram
跨訊息綜效
貼文廣告
美感反應
操弄意圖推論
訊息涉入度
Social Application
Facebook
Instagram
Cross-message Synergy
Page Post Ad
Aesthetic Response
Inferences of Manipulative Intent
Message Involvement日期 2015 上傳時間 4-Jan-2016 16:47:32 (UTC+8) 摘要 數位行動浪潮襲捲全球，智慧型手機的普及讓行動行銷成為一股趨勢，如何善用行動媒體的特性來提高整合行銷傳播的綜效亦是近年來數位行銷領域相當關注的話題。APP是行動媒體中最能直接與消費者接觸的工具，而社群APP因為內容具備即時性、社群性等特徵，成為各大品牌搶奪消費者眼球的必爭之地。 在眾多社群APP中，Facebook的廣告服務已行之有年，後起之秀Instagram亦於2015年9月對台灣企業開放廣告功能，讓廣告主能以付費的方式觸及更多的使用者。此二平台的廣告運作機制非常相似，消費者都會先接收貼文廣告，再從貼文廣告連接到品牌帳號的主要頁面，兩個品牌訊息加總將有機會產生跨訊息綜效。不過，這兩個平台在內容表現形式上卻不盡相同，且Instagram強大的濾鏡功能能讓照片更具美感，進而影響使用者對品牌的解讀及反應，所呈現的綜效也可能有所不同。 因此本研究選定Facebook與Instagram為研究對象，以社群APP平台為自變項，廣告態度及品牌態度為依變項，來驗證跨訊息綜效是否產生，並比較此二平台在廣告資訊處理歷程及效果上的差異。本研究採用實驗法，招募100名政治大學非傳播學院之大學生及研究生進行實驗，所得結果如下：一、 單一媒體的跨訊息綜效並不顯著，但不同媒體（Facebook與Instagram）的資訊處理歷程、態度形成及跨訊息效果卻不盡相同。二、 與說服知識相比，美感反應才是影響操弄意圖推論高低的主要變項，接收Facebook廣告的消費者會因為較低美感反應產生較高操弄意圖推論，接收Instagram廣告的消費者則會因為美感反應較高而使操弄意圖推論較低。三、 操弄意圖推論對訊息涉入度具顯著負向影響，操弄意圖愈高，訊息涉入度愈低，反之亦然。Facebook的操弄意圖推論較高，因此訊息涉入度較低，消費者較缺乏訊息處理動機，而Instagram的操弄意圖推論較低使得訊息涉入度較高，亦即消費者具備較高的訊息處理動機。 參考文獻 中文文獻白明勝（1995）。〈投入程度、認知需求對廣告說服效果之影響—ELM模式之實證研究〉。國立政治大學國際貿易研究所碩士論文。范勻瑄（2006）。〈從個人差異看商品設計美感的效果—以消費者商品美感中心性 （CVPA）為例〉。國立政治大學廣告學系碩士論文。高慈薏（2012）。〈消費者參與社群媒體環境中之價值協作行為研究〉，《商學學報》，(20)，119-144。劉美琪、許安琪、漆梅君、于心如（2000）。《當代廣告：概念與操作》。台北：學富文化。英文文獻Abbott, W., Donaghey, J., Hare, J., & Hopkins, P. (2013). An Instagram is worth a thousand words: an industry panel and audience Q&A. Library Hi Tech News, 7, 1-6.Assael, H. (2011). From Silos to Synergy: A fifty-year review of cross-media research shows synergy has yet to achieve its full potential. Journal of Advertising Research, 51(1), 1-17.Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14,538-555.Bamossy, G., Scammon, D. L., & Johnston, M. (1983). A preliminary investigation of the reliability and validity of an aesthetic judgment test. Advances in consumer research, 10(1), 685-690.Beltramini, R. F. (1982). Advertising perceived believability scale. In D. R. Corrigan, F. B. Kraft & R. H. Ross (ed.), Proceedings of the Southwestern Marketing Association. Wichita State University, KS: 1-3.Berlyne, D. E. (1974). Studies in the new experimental aesthetics: Steps toward an objective psychology of aesthetic appreciation. 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國立政治大學
廣告學系
102452004資料來源 http://thesis.lib.nccu.edu.tw/record/#G1024520041 資料類型 thesis dc.contributor.advisor 張郁敏 zh_TW dc.contributor.advisor Chang, Yu Min en_US dc.contributor.author (Authors) 陳又瑈 zh_TW dc.contributor.author (Authors) Chen, Yu Jou en_US dc.creator (作者) 陳又瑈 zh_TW dc.creator (作者) Chen, Yu Jou en_US dc.date (日期) 2015 en_US dc.date.accessioned 4-Jan-2016 16:47:32 (UTC+8) - dc.date.available 4-Jan-2016 16:47:32 (UTC+8) - dc.date.issued (上傳時間) 4-Jan-2016 16:47:32 (UTC+8) - dc.identifier (Other Identifiers) G1024520041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/80249 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告學系 zh_TW dc.description (描述) 102452004 zh_TW dc.description.abstract (摘要) 數位行動浪潮襲捲全球，智慧型手機的普及讓行動行銷成為一股趨勢，如何善用行動媒體的特性來提高整合行銷傳播的綜效亦是近年來數位行銷領域相當關注的話題。APP是行動媒體中最能直接與消費者接觸的工具，而社群APP因為內容具備即時性、社群性等特徵，成為各大品牌搶奪消費者眼球的必爭之地。 在眾多社群APP中，Facebook的廣告服務已行之有年，後起之秀Instagram亦於2015年9月對台灣企業開放廣告功能，讓廣告主能以付費的方式觸及更多的使用者。此二平台的廣告運作機制非常相似，消費者都會先接收貼文廣告，再從貼文廣告連接到品牌帳號的主要頁面，兩個品牌訊息加總將有機會產生跨訊息綜效。不過，這兩個平台在內容表現形式上卻不盡相同，且Instagram強大的濾鏡功能能讓照片更具美感，進而影響使用者對品牌的解讀及反應，所呈現的綜效也可能有所不同。 因此本研究選定Facebook與Instagram為研究對象，以社群APP平台為自變項，廣告態度及品牌態度為依變項，來驗證跨訊息綜效是否產生，並比較此二平台在廣告資訊處理歷程及效果上的差異。本研究採用實驗法，招募100名政治大學非傳播學院之大學生及研究生進行實驗，所得結果如下：一、 單一媒體的跨訊息綜效並不顯著，但不同媒體（Facebook與Instagram）的資訊處理歷程、態度形成及跨訊息效果卻不盡相同。二、 與說服知識相比，美感反應才是影響操弄意圖推論高低的主要變項，接收Facebook廣告的消費者會因為較低美感反應產生較高操弄意圖推論，接收Instagram廣告的消費者則會因為美感反應較高而使操弄意圖推論較低。三、 操弄意圖推論對訊息涉入度具顯著負向影響，操弄意圖愈高，訊息涉入度愈低，反之亦然。Facebook的操弄意圖推論較高，因此訊息涉入度較低，消費者較缺乏訊息處理動機，而Instagram的操弄意圖推論較低使得訊息涉入度較高，亦即消費者具備較高的訊息處理動機。 zh_TW dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與價值 7第二章 文獻探討 9第一節 說服知識與操弄意圖推論 9第二節 美感反應與操弄意圖推論 12第三節 操弄意圖推論、推敲可能性模式與強化效果 14第三章 研究方法 17第一節 研究架構 17第二節 實驗設計 18第三節 實驗素材選擇與前測 19第四節 正式實驗 27第四章 研究結果與分析 36第一節 受測者輪廓 36第二節 量表信度分析 37第三節 操弄檢定 38第四節 假設驗證 41第五章 結論 53第一節 研究發現與討論 53第二節 學術貢獻與實務建議 57第三節 研究限制與未來研究建議 60參考文獻 62中文文獻 62英文文獻 62網路資料 67附錄 69附錄一 前測實驗物設計 69附錄二 前測問卷 72附錄三 正式實驗物 88附錄四 正式實驗問卷 92 zh_TW dc.format.extent 7261688 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1024520041 en_US dc.subject (關鍵詞) 社群APP zh_TW dc.subject (關鍵詞) Facebook zh_TW dc.subject (關鍵詞) Instagram zh_TW dc.subject (關鍵詞) 跨訊息綜效 zh_TW dc.subject (關鍵詞) 貼文廣告 zh_TW dc.subject (關鍵詞) 美感反應 zh_TW dc.subject (關鍵詞) 操弄意圖推論 zh_TW dc.subject (關鍵詞) 訊息涉入度 zh_TW dc.subject (關鍵詞) Social Application en_US dc.subject (關鍵詞) Facebook en_US dc.subject (關鍵詞) Instagram en_US dc.subject (關鍵詞) Cross-message Synergy en_US dc.subject (關鍵詞) Page Post Ad en_US dc.subject (關鍵詞) Aesthetic Response en_US dc.subject (關鍵詞) Inferences of Manipulative Intent en_US dc.subject (關鍵詞) Message Involvement en_US dc.title (題名) Facebook與Instagram之跨訊息綜效比較 zh_TW dc.title (題名) A comparison of cross-message synergy effect between Facebook and Instagram en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻白明勝（1995）。〈投入程度、認知需求對廣告說服效果之影響—ELM模式之實證研究〉。國立政治大學國際貿易研究所碩士論文。范勻瑄（2006）。〈從個人差異看商品設計美感的效果—以消費者商品美感中心性 （CVPA）為例〉。國立政治大學廣告學系碩士論文。高慈薏（2012）。〈消費者參與社群媒體環境中之價值協作行為研究〉，《商學學報》，(20)，119-144。劉美琪、許安琪、漆梅君、于心如（2000）。《當代廣告：概念與操作》。台北：學富文化。英文文獻Abbott, W., Donaghey, J., Hare, J., & Hopkins, P. 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