题名

The Effect of Values of Native Advertising Information in Facebook on Advertising Performance

并列篇名

Facebook原生廣告訊息價值對廣告效果之影響

作者

李正文(Cheng-Wen Lee)；張金鯤(Chin-Kun Chang)；金恩惠(Eun-Hye Kim)

关键词

native advertising information ； brand image ； advertising attitude ； 原生廣告訊息 ； 品牌形象 ； 廣告態度

期刊名称

先進工程學刊

卷期/出版年月

16卷1期（2021 / 01 / 01）

页次

1 - 9

内容语文

英文
中文摘要

The purpose of this study is to discuss the impact of the user on the value of the native advertising information in Facebook regarding brand image, advertising attitude, and advertising performance. Through online questionnaires published for Taiwanese Facebook users, 214 valid responses are collected. The hypothesis test is carried out by multiple regression analysis. The results show that the value of the native advertising information has a significant positive impact on brand image, advertising attitude, and advertising performance. In addition, utilitarian value motivates users to do the searching and purchasing behavior, and hedonic value brings users about sharing the information of purchase experience.
英文摘要

本研究主要探討，經由社群媒體Facebook，將原生廣告內容訊息價值傳遞給使用者，是否會帶來品牌形象、廣告態度與廣告效果的影響。本研究利用台灣Facebook對使用者發放網路問卷，共收集有效問卷214份，採多元迴歸分析進行假設的驗證。研究結果顯示，原生廣告內容訊息價值對於品牌形象、廣告態度與廣告效果皆有正向顯著的影響，並發現實用性價值的廣告會促使使用者進行搜尋及購買行為，享樂性價值的廣告則有助於使用者的分享行為。
主题分类 工程學 > 工程學綜合
工程學 > 工程學總論
工程學 > 土木與建築工程
工程學 > 機械工程
工程學 > 化學工業
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