探討YouTube插播廣告對消費者廣告價值及後續行為之影響

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姓名

袁晨旭(Chen-xu Yuan) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討YouTube插播廣告對消費者廣告價值及後續行為之影響

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摘要(中)

隨著網路技術發展與服務普及，民眾對網路影音服務的使用日趨頻繁，而廣告也隨
之從傳統媒體進入網路影音平台，並以多媒體的型式呈現。線上影音廣告在網路行銷中
的扮演的角色也越發重要，YouTube 作為台灣最具知名度與影響力的網路影音平台與社
群媒體，是廠商投放廣告的必爭之地。YouTube 的廣告投放策略包括在影片播放的過程
中投放插播廣告，然而這可能引起觀眾的負面情緒。故引發本研究希望探討插播廣告對
消費者行為影響之研究動機。
透過回顧統整相關領域之文獻，本研究使用網路廣告價值模型作為前因解釋消費者
對廣告之主觀感受。主要變數包括消費者感知娛樂性、資訊性、干擾性、可信性與YouTube
廣告價值。並結合理性行為理論與層次效果模型，加入消費者品牌意識、網路口碑與消
費者購買意願以解釋插播廣告對後續消費者行為之影響。旨在探討插播廣告之廣告價值
是否會透過消費者品牌意識的中介作用同時影響網路口碑與購買意願，並觀察網路口碑
是否也會影響購買意願。本研究採網路問卷進行研究，發放於 Facebook 等網路社群媒
體平台並回收 247 份有效問卷。
數據分析結果顯示，消費者感知娛樂性、資訊性、可信性會正面影響 YouTube 廣告
價值，消費者感知干擾性則會負面影響廣告價值；同時廣告價值會經由消費者品牌意識
正面影響網路口碑，然而卻無法同時正面影響消費者購買意願，而網路口碑則會正面影
響購買意願。
最後本研究提出管理實務建議，希望能幫助業者在 YouTube 平台制定更有效之廣告
行銷策略，協助網路行銷之發展。
關鍵字：影音行銷、社群媒體、廣告價值模型、品牌意識、網路口碑

摘要(英)

With the development of Internet technology and the popularization of services, people
use online video services more and more frequently, and advertisements have also entered the
online video platforms from traditional media and presented in the form of multimedia.
Online video advertising plays an increasingly important role in online marketing. As
Taiwan’s most well-known and influential online video platform and social media, YouTube is
a must for companies to place advertisements. YouTube’s advertising strategy includes
placing interstitial ads during the video playback process, but this may cause negative
emotions among viewers. Therefore, this study hopes to explore the research motives of the
impact of interstitial advertising on consumer behavior.
By reviewing the literature in related fields, this study uses the online advertising value
model as an antecedent to explain consumers′ subjective feelings about advertising. The
Independent variables include entertainment, informativeness, irritation, credibility, and
YouTube advertising value. Combining Theory of Reasoned Action and hierarchical effect
models, adding brand awareness, E-Word-Of-Mouth (E-WOM), and purchase intentions to
explain the impact of interstitial advertising on subsequent consumer behavior. The purpose is
to explore whether the advertising value of interstitial ads will affect both E-WOM and
purchase intention through the intermediary effect of brand awareness, and to observe
whether E-WOM also affects purchase intention. This study uses online questionnaires to
conduct research, distributes them on online social media platforms such as Facebook, and
collects 247 valid questionnaires.
Data analysis results show that entertainment, informativeness, and credibility will
positively affect the value of YouTube advertising, while irritation will negatively affect
advertising value; at the same time, advertising value will positively affect E-WOM through
brand awareness. However, it cannot at the same time positively influence purchase intention, while E-WOM will positively influence purchase intention.
Finally, this research puts forward management practice suggestions, hoping to help
companies develop more effective advertising marketing strategies on the YouTube platform,
and assist the development of online marketing.
Keywords：Video Marketing, Social Media, Advertising Value Model, Brand Awareness, E-Word-Of-Mouth

關鍵字(中)

★ 影音行銷
★ 社群媒體
★ 廣告價值模型
★ 品牌意識
★ 網路口碑

關鍵字(英)

★ Video Marketing
★ Social Media
★ Advertising Value Model
★ Brand Awareness
★ E-Word-Of-Mouth

論文目次

摘要...................................................... i
Abstract..................................................ii
目錄......................................................iv
圖目錄................................................... vi
表目錄.................................................. vii
第一章緒論............................................... 1
1-1 研究背景............................................ 1
1-2 研究動機............................................ 3
1-3 研究目的............................................ 5
1-4 研究流程............................................ 5
第二章文獻回顧........................................... 7
2-1 YouTube影片廣告型式................................. 7
2-2 廣告價值模型....................................... 10
2-3 消費者品牌意識..................................... 14
2-4 網路口碑 (E-WOM) .................................. 16
2-5 消費者購買意願..................................... 18
第三章研究方法.......................................... 20
3-1 研究架構........................................... 20
3-2 研究假説........................................... 21
3-3 構念定義與衡量..................................... 33
3-4 研究設計........................................... 35
第四章研究分析.......................................... 39
4-1 前測分析........................................... 39
4-2 樣本結構分析....................................... 42
4-3 信度與效度分析..................................... 48
4-4 假説檢定........................................... 53
4-5 小結............................................... 55
第五章結論與建議........................................ 56
5-1 結論............................................... 56
5-2 建議............................................... 60
5-3 研究限制........................................... 62
5-4 未來研究方向建議................................... 63
參考文獻................................................. 65
附錄..................................................... 74

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二、中文文獻
[1]. 于丹，董大海，劉瑞明，原永丹，2008，理性行為理論及其拓展研究的現狀與展望，
心理科學進展，16（5）：796-802
[2]. 艾進，劉軼，胡大凱，任佳，2015，廣告學，元華文創，台北市，52-56
[3]. 陳韻如 (2011) 。廣告影片置入應用於 YouTube 平台的廣告效果之研究。大葉大學
管理學院碩士在職專班碩士論文，彰化縣。
三、網路資料
[1]. <財團法人台灣網路資訊中心 (TWNIC) ，2019 台灣網路報告>，2019/12/26，取自:
https://report.twnic.tw/2019/assets/download/TWNIC_TaiwanInternetReport_2019_CH.p
df
[2]. <DMA台灣數位媒體應用暨行銷協會，2019台灣數位廣告量統計報告>，2020/06/09，
取自：
https://drive.google.com/file/d/1W_Aq64aiK5-FVb3Tc3l_ua7SzGLDhAr0/view
[3]. <Ipsos Limited，台灣人首選的影音平台是什麽>，2016，取自：
https://www.ipsos.com/sites/default/files/ct/publication/documents/2019-
10/n108_bht_taiwanese_turn_to_youtube_for_online_video_content.pdf
[4]. <Comscore, 創市際市場研究顧問公司, Comscore 與創市際依據 Comscore Video Metrix™公佈 2019 年 03 月台灣網路影音流量報告> 2019/05/13，取自：
https://www.ixresearch.com/Comscore%E8%88%87%E5%89%B5%E5%B8%82%E9%9
A%9B%E4%BE%9D%E6%93%9AComscore+Video+Metrix%E2%84%A2%E5%85%
AC%E4%BD%882019%E5%B9%B403%E6%9C%88%E5%8F%B0%E7%81%A3%E7
%B6%B2%E8%B7%AF%E5%BD%B1%E9%9F%B3%E6%B5%81%E9%87%8F%E5
%A0%B1%E5%91%8A
[5]. <創市際市場研究顧問公司，影音網站調查與台灣影音相關網站使用概況>，
2016/09/19，取自：
https://www.ixresearch.com/wpcontent/uploads/report/InsightXplorer%20Biweekly%20Report_20160919.pdf
[6]. <財團法人台灣網路資訊中心 (TWNIC) ，2020 台灣網路報告>，2020/12/11，取自：
https://report.twnic.tw/2020/assets/download/TWNIC_TaiwanInternetReport_2020_CH.p
df
[7]. <輔大 23 屆畢籌組大調查團隊 x 凱絡週報團隊，解密新世代消費者瞄準未來商
機！>，2020/03/12，取自：
https://twncarat.wordpress.com/2020/03/12/%E8%A7%A3%E5%AF%86%E6%96%B0
%E4%B8%96%E4%BB%A3%E6%B6%88%E8%B2%BB%E8%80%85-
%E7%9E%84%E6%BA%96%E6%9C%AA%E4%BE%86%E5%95%86%E6%A9%9F
%EF%BC%81/

指導教授

李小梅(Shau-Mei Li)

審核日期

2021-6-7

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