廣告價值對Instagram消費者購買意願影響之研究

The Influence of Advertising Value On Instagram Consumer Purchase Intention

10.29893/NCUTMAN.201811.0063

周聰佑(Tsung-Yu Chou)；施孟佩(Meng-Pei Shih)

Instagram ； 廣告價值認知 ； 態度 ； 消費者購買意願 ； Instagram ； Advertising value perception ； Attitude ； Consumer purchase intention

管理學術研討會

第十六屆（2018 / 11 / 01）

575 - 586

繁體中文

隨著網際網路的普及，消費者能透過網際網路的管道在各式各樣平台獲取商品與服務，而網路廣告，更是在各個社群平台上充分發展。近年來，除了Facebook這個社群龍頭之外，後起之秀的Instagram更是潛力無窮。因此，企業開始利用此社交媒體平台的互動特性，讓使用者透過此平台進行雙向的互動，廣告資訊不斷地被推播出去。本研究對於Instagram消費者進行廣告價值認知、態度與消費者購買意願之研究，研究利用網路問卷採抽樣方式，有效問卷為206份。研究結果得知：（1）「廣告價值認知」對於「態度」具有正向影響。（2）「態度」對於「消費者購買意願」具有正向影響。

With the popularity of the Internet, consumers can access goods and services on a variety of platforms through the Internet, and network advertisement is fully developed on various social platforms. In recent years, in addition to Facebook's community leader, the up-and-coming Instagram is more potential. Therefore, enterprises began to take advantage of the interactive features of this social media platform, allowing users to interact in two directions through this platform, and advertising information is continuously pushed out. This research is to discuss the influence of Instagram consumers advertising value perception, attitude and consumer purchase intention. This research got the customers' data from online questionnaires. The effective questionnaires are 206. The results of this research show that (1) Advertising value perception has a positive impact on attitudes; (2) Attitudes has a positive impact on customer purchase intention.