Non-anonymity on Social Advertising: The Impact on Impulse Purchase Intentions

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题名:	Non-anonymity on Social Advertising: The Impact on Impulse Purchase Intentions
作者:	賴怡璇;Lai, Yi-Hsuan
贡献者:	資訊管理學系
关键词:	社交廣告;推薦系統;認知信任;關係強度;衝動購物意願;social advertising;recommender system;cognitive trust;impulse purchase intention
日期:	2020-07-06
上传时间:	2020-09-02 17:50:11 (UTC+8)
出版者:	國立中央大學
摘要:	隨著社群網站的普及，行銷人員利用社交媒體進行產品或服務的推廣。藉由社交平台的協同過濾 (collaborative filtering) 推薦系統及其擁有之廣大用戶的個人資料，供應商可依業務所需，選擇欲投放廣告受眾之條件以觸及目標客群，有效地將個人化廣告適當的推播予現有及潛在顧客，並且運用分析報告以追蹤掌握廣告的成效。部分社交廣告提及並顯示用戶好友的社交動作，藉由背書之效果降低消費者的不信任感。本研究推導出七項假說，構念包含認知信任因素之正直及能力、隱私顧慮程度及消費者衝動購物意圖，欲探討消費者面對社交廣告的非匿名性，產生之行為反應及其對於衝動型購物意願之影響。本研究之資料收集自三個實驗情境：匿名性社交廣告、非匿名性社交廣告（關係強）、非匿名性社交廣告（關係弱）。;With the popularity of social media websites, marketers promote products or services through social media. With the collaborative filtering recommendation system of the social platform and the personal information of the majority of users, retailers can set the rules and criteria for where their ads are delivered, reach the target audience based on their requirements of the business, displaying personalize advertisements to existing and potential customers effectively, using analysis reports to track and control the effectiveness of advertising. Some social advertisements mention and display social actions of users, in order to reduce their distrust through the effect of endorsement. This study derives seven hypotheses, including the concept of the integrity and competence of cognitive trust factors, degrees of privacy concerns, and consumers’ impulse shopping intentions. The study would explore the effect on the behavioral reaction and the impulse purchase intention of consumers when they receive the non-anonymous social advertisement. Data were gathered by an experimental design with three scenarios: anonymous; non-anonymous-strong tie; non-anonymous-weak tie.
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