本研究之目的為探討新推出的產品藉由推薦式廣告如何對消費者產生廣告效果的影響，並提出研究問題探討消費者獨立自我構念是否會對整個決策過程產生影響。研究方法採用2×2的二因子實驗設計法，利用影片類型(專業生成內容vs. 用戶生成內容)和消費者創新性(創新性高vs. 創新性低)設計出四個實驗情境，邀請受測者對其中一個情境進行廣告效果(產品態度、購買意願和口碑)的評估，並假設獨立自我構念為調節變數。研究結果發現，用戶生成內容相較於專業生成內容，更能影響消費者的購買意願，但對於產品態度與口碑並無顯著差異；創新性高的消費者相較於創新性低的消費者擁有較好的產品態度、較高的購買意願以及更願意進行口碑傳播的行為，另外，獨立自我構念在本研究中並無顯著調節效果。理論上，本研究探討影片類型與消費者創新性對產品態度、購買意願及口碑之影響。實務上，本研究結果也提供未來品牌在選擇推薦式廣告之代言人時參考的依據。;The purpose of this research is to explore the advertising effectiveness of video endorsement advertisements for new products, and to explore whether consumer’s independent self-construct has an impact on their decision-making process. A two-factor between-subject experimental design was employed with video types (professional generated content vs. user-generated content) and consumer innovativeness (high vs. low) as the control variables, advertising effectiveness (attitude toward the product, purchase intention, and word-of-mouth) as the dependent variables, and consumer’s independent self-construct as the moderator. The results showed that user-generated content was more likely to influence consumers’ purchase intention than professional generated contents, but there is no significant difference in affecting attitude toward the product and word-of-mouth. Compared to consumers with low innovativeness, consumers with high innovativeness were more likely to have positive attitude toward the product, high purchase intention and positive word-of-mouth. In addition, independent self-construct has no significant moderating effect in such consumers’ decision-making process. Theoretical and managerial implications are discussed.
