Instagram廣告的互動性與自我品牌連結對網路口碑和廣告態度之影響：以 Instagram使用頻率和錯失恐懼為中介

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黃鈺珍(YU-JHEN HUANG) 查詢紙本館藏

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論文名稱

Instagram廣告的互動性與自我品牌連結對網路口碑和廣告態度之影響：以 Instagram使用頻率和錯失恐懼為中介
(Examining the Effects of Interactivity of Instagram Advertisements and Self–Brand Connection on eWOM and Advertising Attitude: The Mediating Roles of Instagram Intensity and Fearing of Missing Out)

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摘要(中)

本研究目的為探討Instagram廣告互動性與消費者的自我品牌連結對於網路口碑以及廣告態度的影響，更進一步探討在此情境下消費者的Instagram使用頻率以及錯失恐懼心理是否在上述決策過程中產生中介效果。研究方法採用2（互動性：高vs.低）╳ 2 （自我頻牌連結：高vs.低）實驗設計，並以線上實驗的形式進行抽樣與資料收集。研究結果發現，當消費者在高自我品牌連結的情況下，互動性高相較互動性低的Instagram廣告更能正向地影響消費者的網路口碑。然而，在自我品牌連結低的情況下，互動性高相較互動性低的Instagram廣告更能正向地影響消費者的廣告態度。此外，Instagram使用頻率在互動性對網路口碑以及廣告態度的影響上具有部分中介效果；在自我品牌連結對廣告態度的影響上具有部分中介效果。最後，錯失恐懼在互動性以及自我品牌連結對網路口碑和廣告態度的影響上具有部分中介效果。研究結果理論上闡明消費者面對Instagram廣告時的決策過程，實務上則可作為品牌或企業制定Instagram行銷策略之參考。

摘要(英)

The purposes of this study were to explore the effects of interactivity of Instagram advertisements and self–brand connection on consumers’ eWOM and advertising attitude, and to further examine the mediating effects of Instagram intensity and fearing of missing out in the process. A 2 (interactivity: high vs. low) ╳ 2 (self–brand connection: high vs. low) between-subject experimental design was employed with online sampling and data collection. The results showed that in the condition of high self–brand connection, consumers had more positive eWOM to ads with high interactivity than ads with low interactivity. Similarly, in the condition of low self–brand connection, consumers had more positive attitude toward ads with high interactivity, compared to ads with low interactivity. In addition, consumers’ Instagram intensity partially mediated the relationships between interactivity and eWOM, and advertising attitude respectively. It also partially mediated the relationship between self–brand connection and advertising attitude. Lastly, fearing of missing out partially mediated the respective impact of interactivity and self–brand connection on eWOM or on advertising attitude. In conclusion, the research theoretically delineates the decision-making process of consumers in the face of Instagram ads. Managerially, the research provides suggestions for brands or companies to develop effective Instagram marketing strategies.

關鍵字(中)

★ 互動性
★ 自我品牌連結
★ 網路口碑
★ 廣告態度
★ Instagram使用頻率
★ 錯失恐懼

關鍵字(英)

★ interactivity
★ self–brand connection
★ eWOM
★ advertising attitude
★ Instagram intensity
★ fearing of missing out

論文目次

中文摘要 IV
Abstract V
致謝 VI
目錄 VII
圖目錄 IX
表目錄 X
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的 4
1-3 研究流程 5
二、文獻探討 6
2-1 社群媒體 6
2-2 Instagram的廣告型態 7
2-3 互動性 8
2-4 自我品牌連結 9
2-5 網路口碑 10
2-6 廣告態度 11
2-7 互動性、自我品牌連結與網路口碑之關聯 12
2-8 互動性、自我品牌連結與廣告態度之關聯 13
2-9 Instagram使用頻率 14
2-10 Instagram使用頻率的中介效果 14
2-11 錯失恐懼 15
2-12 錯失恐懼的中介效果 16
2-13 研究假說 17
三、研究方法 18
3-1 研究架構 18
3-2 研究設計 19
3-2-1前測 19
3-2-2問卷採樣 20
3-2-3問卷設計 20
3-3 研究變數之操作型定義 21
3-3-1 互動性 21
3-3-2 自我品牌連結 21
3-3-3 網路口碑 22
3-3-4廣告態度 22
3-3-5 Instagram使用頻率 23
3-3-6錯失恐懼 23
3-4 資料分析方式 24
四、研究分析 25
4-1 描述性統計分析 25
4-2 信度分析 26
4-3 相關係數矩陣 27
4-4 操作檢定分析 27
4-5 研究假說驗證 29
4-5-1二因子變異數分析 29
4-5-2中介變數回歸分析 33
4-6 研究假設驗證結果 41
五、結論與建議 42
5-1 研究結果與討論 42
5-1-1互動性與自我品牌連結對網路口碑之影響 42
5-1-2互動性與自我品牌連結對廣告態度之影響 43
5-1-3 Instagram使用頻率之中介效果 45
5-1-4 錯失恐懼之中介效果 45
5-2 研究貢獻 46
5-3 研究限制與未來建議 48
六、參考文獻 49
附錄 59
正式問卷 59

圖目錄
圖 1 研究流程 5
圖 2 相片式廣告 8
圖 3 影片式廣告 8
圖 4 輪播式廣告 8
圖 5 限時動態廣告 8
圖 6 研究架構圖 18
圖 7 互動性與自我品牌連結對網路口碑之交互作用圖 30
圖 8 互動性與自我品牌連結對廣告態度之交互作用圖 32

表目錄
表 1 本研究之研究假說 17
表 2 品牌前測結果 19
表 3 互動性衡量構面 21
表 4 自我品牌連結衡量構面 21
表 5網路口碑衡量構面 22
表 6 廣告態度衡量構面 22
表 7 Instagram使用頻率衡量構面 23
表 8 錯失恐懼衡量構面 23
表 9 受測者基本資料分析 25
表 10 受測者Instagram瀏覽時間及頻率 26
表 11 研究變數敘述統計與信度分析 26
表 12 相關係數矩陣 27
表 13 互動性操作檢定分析 27
表 14 自我品牌連結操作檢定分析 28
表 15 互動性及自我品牌連結對網路口碑之ANOVA摘要表 29
表 16 互動性對網路口碑之描述性統計資料表 29
表 17 自我品牌連結對網路口碑之描述性統計資料表 30
表 18 互動性及自我品牌連結對廣告態度之ANOVA摘要表 31
表 19 互動性對廣告態度之描述性統計資料表 31
表 20 自我品牌連結對廣告態度之描述性統計資料表 31
表 21 互動性影響網路口碑之迴歸分析(Instagram使用頻率為中介變數) 33
表 22 互動性影響廣告態度之迴歸分析(Instagram使用頻率為中介變數) 34
表 23 自我品牌連結影響網路口碑之迴歸分析(Instagram使用頻率為中介變數) 35
表 24 自我品牌連結影響廣告態度之迴歸分析(Instagram使用頻率為中介變數) 36
表 25 互動性影響網路口碑之迴歸分析(錯失恐懼為中介變數) 37
表 26 互動性影響廣告態度之迴歸分析(錯失恐懼為中介變數) 38
表 27 自我品牌連結影響網路口碑之迴歸分析(錯失恐懼為中介變數) 39
表 28 自我品牌連結影響廣告態度之迴歸分析(錯失恐懼為中介變數) 40
表 29 本研究之研究假說結果 41

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指導教授

陳冠儒黃依潔

審核日期

2020-1-15

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