YouTuber類型與廣告價值對消費者反應之影響：以幽默程度作為調節變數

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凌品葳(Pin-Wei Ling) 查詢紙本館藏

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企業管理學系

論文名稱

YouTuber類型與廣告價值對消費者反應之影響：以幽默程度作為調節變數

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★ 專業生成及用戶生成內容與消費者創新性對推薦式廣告之效果

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摘要(中)

本研究之目的為探討現今品牌與YouTuber合作的網路影音廣告中，YouTuber類型與廣告價值對消費者反應之影響。本研究針對331位平常有在使用社群媒體之一般大眾消費者進行分析，採用2×2的二因子實驗設計法，將YouTuber類型（知識型或魅力型）與廣告價值（廣告價值高或廣告價值低）作為自變數，探討在四種實驗情境下網路影音廣告如何影響消費者的廣告效果（廣告態度、產品態度、品牌態度以及購買意願）。研究結果發現，當受測者認為廣告價值高的情況下，魅力型的推薦者相較知識型的推薦者更能影響其產品態度，而在認為廣告價值低的情況下，不論接收到來自何種類型推薦者的訊息對消費者來說並無差異。此外，幽默程度對於YouTuber類型對廣告態度以及幽默程度對於廣告價值對廣告態度和產品態度皆存在調節效果。在學術上的貢獻，本研究探討產品推薦人類型與廣告價值對消費者反應之影響，並進一步證實幽默程度在其影響中所存在的調節效果；而研究結果則可提供實務上YouTuber以及企業規畫行銷策略之建議，並可提供企業尋找YouTuber合作網路影音廣告時作為參考依據。

摘要(英)

The purpose of this study is to investigate the impact of YouTuber types and advertising value on consumer responses in the context of online advertising video. A two-factor between-subject experimental design (N = 331) was employed with YouTuber types (attractive vs. knowledgeable) and advertising value (high vs. low) as the control variables, and consumer responses (attitude toward the ad, attitude toward the product, attitude toward the brand, and purchase intention) as the dependent variables. The results indicated that when consumers perceived high advertising value, attractive YouTubers were more likely to influence consumers’ attitude toward the product than knowledgeable YouTubers. In the case of perceived low advertising value, YouTuber types did not affect consumer responses. The study also found that the level of humor not only moderated the relationship between YouTuber types and attitude toward the ad but also moderated the relationship between advertising value and attitude toward the ad as well as product. Theoretical and managerial implications were discussed.

關鍵字(中)

★ 網路影音廣告
★ YouTuber類型
★ 廣告價值
★ 幽默程度
★ 廣告效果

關鍵字(英)

★ Online advertising video
★ YouTuber types
★ Advertising value
★ Humor
★ Consumer responses

論文目次

摘要 i
Abstract ii
目錄 iii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 4
1-3 論文架構 4
第二章文獻探討與研究假設 5
2-1 社群媒體 5
2-1-1 Web 2.0 5
2-1-2 社群媒體行銷 6
2-2 網路影音廣告 8
2-2-1 User Generated Content 8
2-2-2 傳統廣告與網路廣告 9
2-2-3 廣告娛樂化 9
2-3 網路紅人 11
2-3-1 YouTuber與消費者決策 11
2-3-2 訊息來源可信度與社會權力 12
2-4 廣告價值 15
2-5 廣告效果 17
2-6 幽默程度 19
2-6-1 幽默程度的調節效果 19
2-7 研究假說 21
第三章研究方法 22
3-1 研究架構 22
3-2 研究設計 23
3-2-1 前測 23
3-2-2 樣本取得 25
3-2-3 問卷設計 25
3-3 研究變數之操作型定義 26
3-4 資料分析方式 31
第四章資料分析 33
4-1 有效樣本結構敘述 33
4-2 操作檢定分析 36
4-3 二因子變異數分析 38
4-4 調節變數迴歸分析 45
4-4-1 幽默程度在YouTuber類型對廣告效果的調節效果 45
4-4-2 幽默程度在廣告價值對廣告效果的調節效果 49
4-5 研究假說結果 54
第五章結論與建議 56
5-1 研究結果與討論 56
5-1-1 不同YouTuber類型對廣告效果之影響 56
5-1-2 不同廣告價值對廣告效果之影響 58
5-1-3 不同YouTuber類型與不同廣告價值對廣告效果之影響 59
5-1-4 幽默程度在YouTuber類型對廣告效果造成之影響 60
5-1-5 幽默程度在廣告價值對廣告效果造成之影響 62
5-2 研究貢獻 64
5-3 研究限制與未來研究建議 66
參考文獻 67
附錄 74

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二. 中文部分
李慶章與余心馨（2007）。多媒體行動廣告價值之研究。第十八屆國際資訊管理學術研討會論文集。台北，台灣。
許士軍（1987）。管理學。台北：東華書局。
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三. 網路部分
30雜誌（民105年12月9日）。YouTuber時代來臨！2016十大熱門影片你看過了嗎？取自 http://www.30.com.tw/webonly_content_1141.html
TechNews科技新報（民104年9月29日）。當社群媒體已改變你我生活模式，下一步它會如何發展？取自http://technews.tw/2015/09/29/social-media-expand/
林泰宏（民95年5月1日）。2.0時代的圖書館：Web 2.0、Library 2.0介紹。中華民國圖書館學會電子報 (n.2)。取自http://lac4.glis.ntnu.edu.tw/epaper/027.html
哈佛商業評論（民107年1月24日）。2018年必須注意的十個行銷趨勢。取自https://www.hbrtaiwan.com/article_content_AR0007718.html
維基百科（民107年）。台灣YouTuber訂閱人數排行榜。取自https://zh.wikipedia.org/wiki/%E5%8F%B0%E7%81%A3YouTuber
數位時代（民106年11月7日）。知識型影音正夯，近5成民眾觀看YouTube是為「學習」。取自
https://www.bnext.com.tw/article/46905/knowledge-youtubers-are-hot-in-taiwan

指導教授

陳冠儒黃承祖(Kuan-Ju Chen Cheng-Tsu Huang)

審核日期

2018-7-12

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