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

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：36

、訪客IP：44.201.97.138

姓名

凌品葳(Pin-Wei Ling) 查詢紙本館藏

畢業系所

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

相關論文

★ 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

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

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

參考文獻

一. 英文部分
Aaker, D.A., & Myers, J.G. (1987), Advertising Management, 3rd ed., Prentice‐Hall International, London
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 538-555.
Barnes, S. J. (2002). The mobile commerce value chain: analysis and future developments. International journal of information management, 22(2), 91-108.
Barwise, P. (2001). TV, PC, or Mobile? Future Media for Consumer e‐Commerce. Business Strategy Review, 12(1), 35-42.
Bator, R., & Cialdini, R. (2000). The application of persuasion theory to the development of effective proenvironmental public service announcements. Journal of Social Issues, 56(3), 527-542.
Bauer, Raymond A., &Stephen A. Greyser (1968), Advertising in America Consumer View.
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of advertising, 30(1), 1-12.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.
Burgess, J., & Green, J. (2013). YouTube: Online video and participatory culture. John Wiley & Sons.
Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the academy of marketing science, 26(4), 293.
Busch, P., & Wilson, D. T. (1976). An experimental analysis of a salesman′s expert and referent bases of social power in the buyer-seller dyad. Journal of Marketing Research, 3-11.
Caraccioli-Davis, L. (2005). Smashing the myths of branded entertainment. Television Week, 24(28), 10-11.
Cha, M., Kwak, H., Rodriguez, P., Ahn, Y. Y., & Moon, S. (2007, October). I tube, you tube, everybody tubes: analyzing the world′s largest user generated content video system. In Proceedings of the 7th ACM SIGCOMM conference on Internet measurement (pp. 1-14). ACM.
Cialdini, R. B., Petty, R. E., & Cacioppo, J. T. (1981). Attitude and attitude change. Annual review of psychology, 32(1), 357-404.
Chang, Y. Y., & Bandyopadhyay, S. (2014). The impact of American advertising humor on Taiwanese consumers. The International Business & Economics Research Journal (Online), 13(1), 93.
Daniyan, A. (2005). I have an idea. Lagos: BuzzBooks.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers′ product evaluations. Journal of marketing research, 307-319.
Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry. Journal of retailing, 84(2), 233-242.
Ducoffe, H. R. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.
Ducoffe, R. H. (1996). advertising value and advertising on the web-Blog@ management. Journal of advertising research, 21.
Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
French, J. R., Raven, B., & Cartwright, D. (1959). The bases of social power. Classics of organization theory, 7, 311-320.
Friedman, H. H., Termini, S., & Washington, R. (1976). The effectiveness of advertisements utilizing four types of endorsers. Journal of advertising, 5(3), 22-24.
Gemmill, G. R., & Wilemon, D. L. (1972). The product manager as an influence agent. The Journal of Marketing, 26-30.
Haghirian, P., Madlberger, M., & Tanuskova, A. (2005, January). Increasing advertising value of mobile marketing-an empirical study of antecedents. In System Sciences, 2005. HICSS′05. Proceedings of the 38th Annual Hawaii International Conference On (pp. 32c-32c). IEEE.
Heider, F. (1946). Attitudes and cognitive organization. The Journal of psychology, 21(1), 107-112.
Horai, J., Naccari, N., & Fatoullah, E. (1974). The effects of expertise and physical attractiveness upon opinion agreement and liking. Sociometry, 601-606.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change.
Hudson, S., & Hudson, D. (2006). Branded entertainment: a new advertising technique or product placement in disguise? Journal of Marketing Management, 22(5-6), 489-504.
Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU press.
Jerslev, A. (2016). Media Times| In the Time of the Microcelebrity: Celebrification and the YouTuber Zoella. International Journal of Communication, 10, 19.
Kim, J., & Morris, J. D. (2007). The power of affective response and cognitive structure in product-trial attitude formation. Journal of Advertising, 36(1), 95-106.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
Keith-Spiegel, P. (1972). Early conceptions of humor: Varieties and issues. The psychology of humor: Theoretical perspectives and empirical issues, 4-39.
Keller, K.L. (1993), Conceptualizing, measuring, and managing customerbased brand equity. Journal of Marketing, Vol.57, pp.1-22
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251.
Kisielius, J., & Sternthal, B. (1984). Detecting and explaining vividness effects in attitudinal judgments. Journal of marketing research, 54-64.
Kotler, P. & Keller, K. L. (2015), Marketing Management, 15th Ed., Prentice Hall.
Kretchmer, S. B. (2004). Advertainment: The Evolution of Product Placement as a Mass Media Marketing Strategy. Journal of Promotion Management, 10(1/2), 37-54.
Krishnan, H. S., & Chakravarti, D. (2003). A process analysis of the effects of humorous advertising executions on brand claims memory. Journal of consumer psychology, 13(3), 230-245.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.
Leventhal, H., & Mace, W. (1970). The effect of laughter on evaluation of a slapstick movie. Journal of Personality, 38(1), 16-30.
Long, D. L., & Graesser, A. C. (1988). Wit and humor in discourse processing. Discourse Processes, 11(1), 35-60.
Lutz, R. J. (1975). Changing brand attitudes through modification of cognitive structure. Journal of Consumer Research, 1(4), 49-59.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143.
Madden, T. J., & Weinberger, M. G. (1984). Humor in advertising: A practitioner view. Journal of advertising research, 24(4), 23-29.
Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of personality and social psychology, 39(2), 235.
Manning, K. C., Bearden, W. O., & Madden, T. J. (1995). Consumer innovativeness and the adoption process. Journal of Consumer Psychology, 4(4), 329-345.
Markiewicz, D. (1974). Effects of humor on persuasion. Sociometry, 407-422.
McGinnies, E., & Ward, C. D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467-472.
McQuail, D. (1987). Mass communication theory: An introduction. Sage Publications, Inc.
Miller, G. R., & Baseheart, J. (1969). Source trustworthiness, opinionated statements, and response to persuasive communication.
Mir, I. A., & Rehman, K. U. (2013). Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube. Management & Marketing, 8(4), 637.
Mitchell, A. A., & Olson, J. C. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Advertising & Society Review, 1(1).
Moon, J., Chadee, D., & Tikoo, S. (2008). Culture, product type, and price influences on consumer purchase intention to buy personalized products online. Journal of Business Research, 61(1), 31-39.
Muehling, D. D., & Laczniak, R. N. (1988). Advertising′s immediate and delayed influence on brand attitudes: Considerations across message-involvement levels. Journal of advertising, 17(4), 23-34.
Mulac, A., & Sherman, A. R. (1975). Relationships among four parameters of speaker evaluation: Speech skill, source credibility, subjective speech anxiety, and behavioral speech anxiety. Communications Monographs, 42(4), 302-310.
Nicosia, F. M. (1966). Consumer decision processes; marketing and advertising Implications.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers′ perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Ohanian, R. (1991). The impact of celebrity spokespersons′ perceived image on consumers′ intention to purchase. Journal of advertising Research.
O’Reilly, T. (2005, September 30). What is Web 2.0? Design Patterns and Business Models for the Next Generation of Software. [Web academic article]. Retrieved January 12, 2018, from http://www.oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1
Rheingold, H. (2000). The virtual community: Homesteading on the electronic frontier. MIT press.
Rodgers, S., & Thorson, E. (2000). The interactive advertising model: How users perceive and process online ads. Journal of interactive advertising, 1(1), 41-60.
Rotzoll, K., Haefner, J. E., & Sandage, C. J. (1989). Advertising and the classical liberal world view. Advertising in Society: Classic and Contemporary Readings on Advertising’s Role in Society, 27-41.
Russell, C. A., Norman, A. T., & Heckler, S. E. (2004). The consumption of television programming: Development and validation of the connectedness scale. Journal of Consumer Research, 31(1), 150-161.
Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Consumer behavior and beyond. NY: Harcourt Brace.
Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of advertising, 10(2), 9-48.
Solis, B. (2015) 25 Disruptive Technology Trends For 2015 – 2016. Retrieved March 28, 2018, from http://www.briansolis.com/2015/01/25-disruptive-technology-trends-2015-2016/
Speck, P. S. (1987). On humor and humor in advertising (Doctoral dissertation, Texas Tech University).
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.
Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602.
Van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, culture & society, 31(1), 41-58.
Weinberger, M. G., & Spotts, H. E. (1989). A Situational View of Information Content in TV Advertising in the US and UK. The Journal of Marketing, 89-94.
Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of advertising, 21(4), 35-59.
YouTube (2018). YouTube statistics. Retrieved May 15, 2018, from https://www.youtube.com/intl/zh-TW/yt/about/press/

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。
簡明輝（2014）。消費者行為(第三版)。新北市：新文京。

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

推文