本研究探討社群媒體廣告價值的前因變數，以及在東南亞過渡經濟體中廣告價值的效益對於網路線上購物意願的影響。此外，不同的社群媒體對於預測因子與社群媒體廣告價值的調節效果也被探討。本研究位於東南亞過渡經濟體中具代表性的國家越南實地進行調查。結果顯示，在東南亞過渡經濟體中，三種社群媒體廣告有關的信念，包含: 資訊性、娛樂性及可信度對於消費者知覺的社群媒體廣告價值有正向影響，而這也對消費者線上購物意願有正面影響。此外，在社群網路網站，廣告的資訊性和娛樂性的廣告價值效應比內容社群媒體網站弱。然而，廣告價值中的可性度效益在兩種社群媒體比較中並沒有差異。根據本研究結果顯示，理論與管理意涵也隨之提出。; This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. Moreover, the moderating effect of different types of social media on the relationships between the predictors and social media advertising value is also explored. The field study is conducted in Vietnam, a representative of Southeast Asian transitional economies in the current study. The results show that in Southeast Asian transitional economies, the three social media advertising beliefs, i.e., informativeness, entertainment and credibility, have positive effects on consumers’ perceived value of social media advertising, which in turn positively influences their online purchase intention. Additionally, on social networking websites, the effects of advertising informativeness and entertainment on advertising value are weaker than those on content community websites. Nevertheless, there is no difference in the effect of advertising credibility on advertising value in both types of social media. Based on the findings presented, theoretical and managerial implications are drawn.
