博碩士論文 105421062 詳細資訊




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姓名 趙家彤(Chia-Tung Chao)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 社群媒體Instagram使用動機對品牌參與及購買意圖之影響:以廣告價值為中介變數
(Examining the Effects of Motivational Usage for Instagram on Brand Engagement and Purchase Intention: The Mediating Role of Advertising Value)
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摘要(中) 本研究之目的為探討社群媒體 Instagram 的使用動機對於品牌參與及購買意願之影響,以及廣告價值在使用動機與品牌參與、使用動機與購買意願之間的關係所產生的中介影響。本研究之抽樣主要以發放網路問卷為主,以社群媒體使用動機下的五項動機分類作為自變數,廣告價值為中介變數,並分別以品牌參與及購買意願作為應變數。研究結果發現,五項使用動機對消費者之品牌參與皆有顯著影響,且出現在 Instagram 上的贊助式廣告之廣告價值在此影響中皆存在部分中介效果。但以購買意圖為應變數時,廣告價值在品牌隸屬對購買意圖的影響中並無中介效果;廣告價值在機會尋求與對話性動機對購買意圖的影響中則是具有部分中介效果;廣告價值在娛樂性與調查性動機對購買意圖的影響中,則有完全中介效果。本研究於學術上運用使用與滿足理論探討Instagram使用對消費者品牌參與及購買行為之影響;實務上則可作為品牌或企業制定社群媒體行銷策略之參考。
摘要(英) The purposes of this study were to explore the effects of the motivational usage for Instagram on brand engagement and purchase intention respectively, and to examine the mediating effects of advertising value. An online survey was conducted with convenience sampling. The results showed that the five motivations, including brand affiliation, opportunity seeking, conversation, entertainment, and investigation, of using Instagram had significant influences on brand engagement, and that advertising value of sponsored ads on Instagram partially mediated the above mentioned influences. While the five motivations had significant influences on purchase intention, advertising value did not mediate the influence of brand affiliation on purchase intention. Moreover, advertising value partially mediated the respective influence of opportunity seeking and conversation motivation on purchase intention. Advertising value completely mediated the influence of investigative motivation on purchase intention. In conclusion, this study contributes to the application of uses and satisfaction theory in social media such Instagram and delves into its impact on consumers’ engagement and purchasing behavior. In practice, the study provides suggestions for brands or corporates to develop effective marketing strategies through social media.
關鍵字(中) ★ 社群媒體使用動機
★ 品牌隸屬
★ 機會尋求
★ 對話性
★ 娛樂性
★ 調查性
★ 品牌參與
★ 購買意圖
★ 廣告價值
關鍵字(英) ★ motivations of using social media
★ brand affiliation
★ opportunity seeking
★ conversation
★ entertainment
★ investigation
★ brand engagement
★ purchase intention
★ advertising value
論文目次 目錄
摘要 i
Abstract ii
表目錄 v
圖目錄 vi
第一章、 緒論 1
1-1 研究動機 1
1-2 研究目的 4
第二章、 文獻探討 5
2-1 贊助式廣告 5
2-2 使用社群媒體追蹤品牌之動機 7
2-2.1 品牌隸屬 8
2-2.2 機會尋求 8
2-2.3 對話性 9
2-2.4 娛樂性 10
2-2.5 調查性 10
2-3 品牌參與 12
2-4 購買意圖 13
2-5 廣告價值 14
2-5.1 資訊性 16
2-5.2 娛樂性 16
2-5.3 干擾性 16
2-6 使用動機、廣告價值與品牌參與之關聯 17
2-7 使用動機、廣告價值與購買意願之關聯 19
2-8 研究假說 21
第三章、 研究方法 23
3-1 研究架構 23
3-2 問卷採樣 24
3-3 問卷設計 25
3-4 研究變數之操作型定義 25
第四章、 研究結果 30
4-1 描述性統計分析 30
4-2 信效度分析 31
4-3 相關係數矩陣 32
4-4 研究假說驗證 33
4-4.1 以品牌參與為應變數 33
4-4.2 以購買意願為應變數 40
4-4.3 以品牌參與及購買意願為應變數之研究假設驗證結果 47
第五章、 結論與建議 49
5-1 研究結果與討論 49
5-1.1 對品牌參與之影響 49
5-1.2 對購買意圖之影響 50
5-2 研究貢獻 52
5-3 研究限制及未來建議 54
參考文獻 55
附錄 63
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指導教授 陳冠儒(Kuan-Ju Chen) 審核日期 2018-7-9
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