An Empirical Investigation of the Antecedents and the Consequence of Consumers’ Perceived Social Media Advertising Value in Southeast Asian Transitional Economies

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陶文進(Dao Van Tien) 查詢紙本館藏

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論文名稱

An Empirical Investigation of the Antecedents and the Consequence of Consumers’ Perceived Social Media Advertising Value in Southeast Asian Transitional Economies
(An Empirical Investigation of the Antecedents and the Consequence of Consumers’ Perceived Social Media Advertising Value in Southeast Asian Transitional Economies)

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摘要(中)

本研究探討社群媒體廣告價值的前因變數，以及在東南亞過渡經濟體中廣告價值的效益對於網路線上購物意願的影響。此外，不同的社群媒體對於預測因子與社群媒體廣告價值的調節效果也被探討。本研究位於東南亞過渡經濟體中具代表性的國家越南實地進行調查。結果顯示，在東南亞過渡經濟體中，三種社群媒體廣告有關的信念，包含: 資訊性、娛樂性及可信度對於消費者知覺的社群媒體廣告價值有正向影響，而這也對消費者線上購物意願有正面影響。此外，在社群網路網站，廣告的資訊性和娛樂性的廣告價值效應比內容社群媒體網站弱。然而，廣告價值中的可性度效益在兩種社群媒體比較中並沒有差異。根據本研究結果顯示，理論與管理意涵也隨之提出。

摘要(英)

This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. Moreover, the moderating effect of different types of social media on the relationships between the predictors and social media advertising value is also explored. The field study is conducted in Vietnam, a representative of Southeast Asian transitional economies in the current study. The results show that in Southeast Asian transitional economies, the three social media advertising beliefs, i.e., informativeness, entertainment and credibility, have positive effects on consumers’ perceived value of social media advertising, which in turn positively influences their online purchase intention. Additionally, on social networking websites, the effects of advertising informativeness and entertainment on advertising value are weaker than those on content community websites. Nevertheless, there is no difference in the effect of advertising credibility on advertising value in both types of social media. Based on the findings presented, theoretical and managerial implications are drawn.

關鍵字(中)

★ 社群媒體
★ 廣告
★ 過渡經濟體
★ 資訊性
★ 娛樂性
★ 可性度
★ 廣告價值
★ 購買意願

關鍵字(英)

★ Social media
★ Advertising
★ Transitional Economies
★ Informativeness
★ Entertainment
★ Credibility
★ Advertising value
★ Purchase intention

論文目次

TABLE OF CONTENTS
摘要 ABSTRACT ................................. vii
ABSTRACT ................................. viii
RESEARCH SUMMARY ................................. ix
ACKNOWLEDGEMENTS ................................. xi
DEDIDCATION ................................. xiii
TABLE OF CONTENTS ................................. xiv
LIST OF TABLES ................................. xviii
LIST OF FIGURES ................................. xix
CHAPTER 1: INTRODUCTION ................................. 1
1.1. Research Background ................................. 1
1.1.1. Social Media Environment ................................. 1
1.1.2. Southeast Asian Transitional Economies ................................. 2
1.1.3. Social Media Environment in Southeast Asian Transitional Economies ................................. 3
1.2. Research Gap ................................. 5
1.3. Objectives of the Study ................................. 7
1.4. Conceptual Framework Development ................................. 8
1.5. Significance of the Study ................................. 10
1.6. Research Hypotheses ................................. 11
1.7. Limitations of the Study ................................. 12
1.8. Overview of Research Process ................................. 12
1.9. Organization of Thesis ................................. 13
CHAPTER 2: LITERATURE REVIEW ................................. 17
2.1. Theoretical Background ................................... 17
2.1.1. Expectancy Value Theory ................................... 17
2.1.2. Social Media Theoretical Taxonomies ................................... 20
2.2. Conceptual Background ................................... 25
2.2.1 Social Media Advertising Beliefs ................................... 25
2.2.1.1. Advertising Informativeness ................................... 26
2.2.1.2. Advertising Entertainment ................................... 28
2.2.1.3. Advertising Credibility ................................... 29
2.2.2. Perceived Value of Social Media Advertising ................................... 30
2.2.3. Online Purchase Intention ................................... 31
CHAPTER 3: HYPOTHESES DEVELOPMENT ................................... 35
3.1. The Effects of Social Media Advertising Informativeness on Social Media Advertising Value ................................... 35
3.2. The Effects of Social Media Advertising Entertainment on Social Media Advertising Value ................................... 37
3.3. The Effects of Social Media Advertising Credibility on Social Media Advertising Value ................................... 39
3.4. The Moderating Effect of Types of Social Media Websites ................................... 40
3.5. The Effects of Social Media Advertising Value on Online Purchase Intention ................................... 43
CHAPTER 4: RESEARCH METHODOLOGY ................................... 46
4.1. Data Collection ................................... 46
4.1.1. Research Environmental Setting and Sampling ................................... 46
4.1.1.1. Choice of Social Media Types ................................... 46
4.1.1.2. Choice of Vietnam ................................... 47
4.1.1.3. Sample ................................... 48
4.1.2. Choice of Measures ................................... 49
4.1.3. Questionnaire Design and Pre-testing ................................... 52
4.1.4. Administration of Questionnaires ................................... 53
4.2. Reduction of Bias ................................... 54
4.2.1. Common Method Bias ................................... 54
4.2.2. Control Variables ................................... 58
4.3. Data Analytical Procedures ................................... 58
CHAPTER 5: DATA ANALYSIS AND RESULTS ................................... 65
5.1. Partial Least Squares ................................... 65
5.2. Research Sample Demographic Characteristics ................................... 67
5.3. Scale Accuracy Analysis ................................... 68
5.3.1. Scale Reliability ................................... 68
5.3.2. Scale Validity ................................... 71
5.4. Common Method Bias ................................... 72
5.5. Test of Prerequisites of Multi-sample Comparison ................................... 74
5.6. Hypothesis Testing: Direct Hypothesized Effects ................................... 78
5.7. Hypothesis Testing: The Moderating Effect of Social Media Types ................................... 80
CHAPTER 6: DISCUSSION AND CONCLUSION ................................... 83
6.1. Conclusion ................................... 83
6.2. Theoretical Implications ................................... 84
6.3. Managerial Implications ................................... 86
6.4. Limitation and Future Research Directions ................................... 89
REFERENCES ................................... 91
APPENDIX A: Initial Verbal Filtering Questions (English version) ................................... 120
APPENDIX B: Cover Letter (English version) ................................... 121
APPENDIX C: Facebook Questionnaire (English version) ................................... 122
APPENDIX D: YouTube Questionnaire (English version) ................................... 123
APPENDIX E: Initial Verbal Filtering Questions (Vietnamese version) ................................... 124
APPENDIX F: Cover Letter (Vietnamese version) ................................... 125
APPENDIX G: Facebook Questionnaire (Vietnamese version) ................................... 126
APPENDIX H: YouTube Questionnaire (Vietnamese version) ................................... 128
APPENDIX I: Initial Verbal Filtering Questions (Chinese version) ................................... 130
APPENDIX J: Cover Letter (Chinese version) ................................... 131
APPENDIX K: Facebook Questionnaire (Chinese version) ................................... 132
APPENDIX L: YouTube Questionnaire (Chinese version) ................................... 133
LIST OF TABLES
Table 1. Measurement of the Research Variables on the Research Questionnaire….. 51
Table 2. Sample Demographic Characteristics (The SNS/The CCS/Overall)............. 68
Table 3. Scale Accuracy Analysis (The SNS/The CCS/Overall)……………………. 72
Table 4. Common Method Bias Test Results………………………………………... 74
Table 5. Skewness and Kurtosis Values……………………………………………... 76
Table 6. R2 Values……………………………………………………………………. 76
Table 7. Measurement Invariance Test Results………………………………............ 78
Table 8. Proposed Moderating Effect Results……………………………………….. 81
LIST OF FIGURES
Figure 1. The Research Framework and Proposed Hypotheses………………………….. 10
Figure 2. Flowchart of Chapter 1 and 2………………………………………………… 16
Figure 3. Flowchart of Chapter 2 and 3…………………………………………………. 34
Figure 4. Flowchart of Chapter 3 and 4…………………………………………………. 45
Figure 5. Statistical Analysis Procedures……………………………………………….. 63
Figure 6. Flowchart of Chapter 4 and 5…………………………………………………... 64
Figure 7. Research Framework, Proposed Hypotheses, and Direct Relationship Results... 80
Figure 8. Flowchart of Chapter 5 and 6…………………………………………………... 82

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指導教授

鄭明松(Julian Ming-Sung Cheng)

審核日期

2014-4-22

推文