貼文類型對廣告溝通效果之影響－以NIKE Taiwan粉絲專頁為例

A study on the effect of post types of fan page on advertisement communication effect - Taking NIKE Taiwan fan page as an example

10.29423/JSRR.201909_14(1).03

余詩妤(Shih-Yu Yu)；鄭桂玫(Kuei-Mei Cheng)

社群媒體 ； 貼文類型 ； 廣告溝通效果 ； Social media ； post type ； advertisement communication effect

運動與遊憩研究

14卷1期（2019 / 09 / 01）

28 - 40

繁體中文

目的：社交媒體是促進與客戶關係的良好工具，在社交媒體上創立品牌粉絲專頁，企業可以透過品牌粉絲頁面，發布品牌的相關貼文（包含視頻、產品消息、線上客服和其他相關訊息），消費者可以成為這些品牌粉絲專業的粉絲（追隨者），也可以在社群媒體上透過「留言」或「按讚」功能，表達自己的意見，而管理者必須了解消費者的喜好，而發布消費者感興趣的貼文。因此，本研究主要探討運動品牌貼文類型對廣告溝通效果之影響，討論不同類型的貼文對廣告態度、品牌態度及行為意圖之間的差異，最後以廣告階層理論為架構，驗證廣告態度、品牌態度及行為意圖之關聯性。方法：本研究方法採用實驗法及網路問卷調查法，研究對象為運動品牌粉絲專業之粉絲族群。結果：本研究發現不同類型之貼文對廣告態度、品牌態度和行為意圖之間，並無顯著差異；而廣告態度會顯著影響品牌態度，品牌態度也會顯著影響行為意圖。最後針對本研究發現，給予相關實務建議。

Social media are good tools for improving customer relationship. By creating a brand fan page on social media, enterprises are able to release brand-related posts (including videos, product messages, online customer service, and other relevant information) through brand fan page. Consumers can also become professional fans (followers) of these branch fan pages, as well as express their opinions by ＂leaving a message＂ or by ＂clicking Like.＂ Fan page manages have to understand consumers' preferences and release posts that attract their interest. Therefore, this study mainly investigated the effect of post types of sports brands on advertisement communication effect and discuss how different types of post lead to differences in attitude towards advertisement, attitude towards brand, and behavioral attitude. Lastly, this study intended to use advertising hierarchy theory as the framework to verify the correlations among attitude towards advertisement, attitude towards brand, and behavioral intention. This study used experimental method and online questionnaire survey as research methods, and enrolled professional followers of sports brand fan page as the subjects. This study found that different types of posts did not have a significant effect on attitude towards advertisement, attitude towards brand, and behavioral intention. Attitude towards advertisement had a significant effect on attitude towards brand, and attitude towards brand also had a significant effect on behavioral intention. Lastly, this study proposed relevant practical suggestions according to the research findings.

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