A Test of a Modified Advertising Value Model: The Case of the Taiwanese Government Facebook Page

修正廣告價值模式：以台灣政府臉書專頁為例

林佳欣(Luc Chia-Shin Lin)

the advertising value model ； self-efficacy ； Facebook ； public communication ； PLS ； 廣告價值模式 ； 自我效能 ； 臉書 ； 公共傳播 ； 偏最小平方法

Electronic Commerce Studies

16卷3期（2018 / 09 / 30）

189 - 210

英文

With the help of smartphones and pervasive wireless internet access, social media has become a crucial part of our daily lives. It also opens the door for public communication and governments around the world have invested resources in employing social media tools such as Twitter and Facebook. Even though networking plays a distinct role in creating the social media phenomenon, government departments prefer to employ one-way communication strategies on their social media pages. The current study attempts to integrate the advertising value model and self-efficacy, and examine the fitness of this modified model to the Facebook page of National Fire Agency, Ministry of the Interior in Taiwan. The participants were 364 Taiwanese citizens who have visited the page and Partial Least Square Structure Equation Modelling (PLS_SEM) has been employed. Results show that self-efficacy has affected informativeness, entertainment and the perceived value of the Facebook page positively, whereas it negatively affected irritation. In addition, the governments' use of Facebook, if they emphasise one-way communication more, can be viewed as advertising and this provides some practical suggestions for governments.

智慧型手機及無線上網的普及，讓社群媒體己經變成人們生活中不可或缺的部份，也因此為公共傳播開了一扇門，世界各國的政府無不利用投入許多資源來經營推特或臉書。即便社群媒體強調雙向溝通，政府部門依舊採取單向溝通的策略來經營。為此，本研究嚐試整合廣告價值模式與自我效能，並使用內政部消防署的臉書粉絲頁來驗證此一修正後的廣告價值模式。共取得364個有效模本，並以偏最小平方法進行驗證。結果顯示自我效能對於資訊性、娛樂性和對臉書的價值感有正向的關係；對干擾性則呈現負面的關係。此外，若政府部門採取單向溝通的策略操作臉書粉絲頁，則可以視為某種廣告模式，本研究並提供了實務性的建議。

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