幽默廣告與網路紅人可信度對廣告效果之影響：以推薦人適配度為中介

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曾建燁(Chien-Yeh Tzeng) 查詢紙本館藏

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企業管理學系

論文名稱

幽默廣告與網路紅人可信度對廣告效果之影響：以推薦人適配度為中介

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摘要(中)

本研究之目的為探討使用幽默訴求的網路紅人推薦式廣告中，網路紅人可信度、幽默廣告類型、產品類型與推薦人適配度對廣告效果之影響。研究方法使用實驗設計法，以網路紅人推薦式廣告作為實驗刺激物，採取幽默廣告類型（訊息主導∕幽默主導）與產品類型（功能型產品∕享樂型產品）兩個自變數設計出四個研究組別，對應變數廣告效果（廣告態度、產品態度與購買意願）的影響進行分析。針對175位有使用Facebook的社群網站使用者進行調查。研究結果發現，無論是功能型產品或享樂型產品，搭配訊息主導幽默廣告在廣告效果上皆優於幽默主導；網路紅人的可靠度與喜好度對於廣告效果皆有顯著正面影響；推薦人適配度對於廣告效果也有顯著的中介效果。本研究理論上的貢獻為探討採取幽默策略之網路紅人推薦式廣告對於消費者決策的影響；實務上可以作為企業在挑選網路紅人擔任產品推薦人的參考。

摘要(英)

This research probes into the phenomenon of advertising-like product recommendations by Internet celebrities. A 2 × 2 experimental design (N = 175) was employed with humorous appeals (information-oriented vs. humor-oriented) and product categories (utilitarian vs. hedonic) as the control variables, and ad effectiveness (attitude toward the ad, attitude toward the product, and purchase intention) as the dependent variables. Results indicated that information-oriented ads were more effective than humor-oriented ads for both utilitarian and hedonic products. Also, Internet celebrities’ reliability and likeability positively influenced ad effectiveness while celebrity-product fit was the mediator between these relationships. Theoretical and managerial implications were discussed.

關鍵字(中)

★ 網路紅人
★ 幽默訴求
★ 幽默廣告類型
★ 產品類型
★ 推薦人適配度
★ 廣告效果

關鍵字(英)

★ Internet celebrity
★ humorous appeal
★ humor type
★ product category
★ celebrity-product fit
★ ad effectiveness

論文目次

摘要 i
Abstract ii
表目錄List of Tables v
圖目錄List of Figures vii
第一章緒論 1
1-1研究動機 1
1-2研究目的 3
第二章文獻探討 4
2-1 Web2.0與社群網站 4
2-1-1 Web2.0與UGC 4
2-1-2社群網站 5
2-2 Web2.0網路行銷模式 6
2-2-1 Web2.0網路行銷 6
2-2-2網路影音廣告 9
2-3網路紅人推薦式廣告 10
2-3-1推薦式廣告 10
2-3-2推薦人類型 10
2-3-3推薦人廣告理論 11
2-4幽默廣告訴求 13
2-4-1幽默廣告 13
2-4-2幽默廣告類型 14
2-5產品分類 15
2-5-1消費者需求 16
2-5-2產品類型 16
2-6影響廣告說服力之來源因素 17
2-7研究假說 19
第三章研究方法 20
3-1研究架構 20
3-2 實驗設計 20
3-3變數的定義與測量 21
3-3-1自變數 21
3-3-2應變數 23
3-4問卷設計與資料收集 24
3-4-1前測問卷 24
3-4-2正式問卷 26
第四章研究結果 27
4-1資料處理與統計方法 27
4-1-1資料分析 27
4-1-2統計 27
4-2 樣本特性分析 27
4-3 幽默廣告類型之檢驗 29
4-4 廣告效果變異數分析 30
4-5 廣告效果迴歸分析 33
4-6 研究結果 37
第五章結論與建議 38
5-1 研究結論 38
5-1-1不同幽默廣告類型對廣告效果之影響 38
5-1-2不同產品類型對廣告效果之影響 39
5-1-3幽默廣告類型搭配不同產品類型對廣告效果之影響 39
5-1-4網路紅人可信度對廣告效果之影響 41
5-2建議 42
5-2-1行銷策略 42
5-2-2研究限制 43
參考文獻 45

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指導教授

陳冠儒

審核日期

2017-7-17

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