社交媒體廣告價值對社交媒體廣告的態度與行為反應的影響：「跨文化」社交媒體網站類型調節角色的調查;A cross-cultural investigation of the effect of social media advertising value on attitude toward social media advertising and behavioral responses: The moderating role of types of social media websites

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题名:	社交媒體廣告價值對社交媒體廣告的態度與行為反應的影響：「跨文化」社交媒體網站類型調節角色的調查;A cross-cultural investigation of the effect of social media advertising value on attitude toward social media advertising and behavioral responses: The moderating role of types of social media websites
作者:	鄭明松
贡献者:	國立中央大學企業管理學系
关键词:	工業工程
日期:	2012-12-01
上传时间:	2014-03-17 11:50:30 (UTC+8)
出版者:	行政院國家科學委員會
摘要:	研究期間：10108~10207;Due to the dramatic development of Web 2.0 based social media, recent years have witnessed a growing interest in examining its mechanism and influence on advertising. One of the main issues is related to advertising in social media environment is the need to know how consumers’ perceived advertising value affects their attitude toward advertising on social media and their behavioral responses. However, prior research has mostly studied the abovementioned concern in traditional web 1.0 based digital advertising, and no attempt has been made in Web 2.0 based social media advertising (SMA hereafter). The current project thus aims to investigate the effect of consumers’ perceived SMA value on their attitude toward SMA, as well as the mediators, and their online purchase intention, mainly behavioral responses of such a relationship. Moreover, this project will also examine the moderating effect of types of social media websites on the above relationships. Furthermore, the focus of most studies related to social media and digital advertising have been Western economies. There is little research on Eastern and South Eastern economies. In view of this, an attempt will be made to fill the literature gap by conducting the current project in Taiwan and Vietnam, one being a newly industrialized economy and the other a centrally planned economy, respectively. The data collected in the two economies will be compared and implications, if difference exists, will be illustrated. As it will represent one of the few initiatives which empirically explore the aforesaid issues, the current project can help shed light on SMA related issues across borders and enhance our understanding and insight, thus, providing guidance to practitioners and marketers on how to utilize SMA more effectively and efficiently in their global marketing efforts.
關聯:	財團法人國家實驗研究院科技政策研究與資訊中心
显示于类别:	[企業管理學系] 研究計畫

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