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系統識別號 U0026-0107201518034400
論文名稱(中文) 以M-R環境理論探討社論式廣告特性對論壇使用者反應之影響 : 以物質主義為干擾因子
論文名稱(英文) The Influence of Advertorial Attributions on Forum User Responses via M-R Theory: Materialism as Moderator
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 103
學期 2
出版年 104
研究生(中文) 儲存為
研究生(英文) Tsun-Wei Chu
學號 R46021316
學位類別 碩士
語文別 英文
論文頁數 126頁
口試委員 指導教授-張心馨
口試委員-吳英隆
口試委員-黃瀞瑩
中文關鍵字 M-R環境理論  PAD情緒模型  網路廣告特性  社論式廣告  物質主義 
英文關鍵字 M-R theory  PAD emotional model  online advertisement attributes  advertorial  materialism 
學科別分類
中文摘要 現今網路廣告在商業活動中扮演著與網路使用者溝通和傳遞商品資訊的重要橋樑。因過去研究對於探討網路廣告特性與使用者之關係較為缺乏,故本研究以論壇中的社論式廣告為主題,採用M-R環境理論為理論基礎(M-R Theory),並以社論式廣告特性(包含資訊性、可信度、惱怒性、娛樂性)為網路環境的刺激因素,探討論壇使用者對於社論式廣告之反應,以瞭解其對論壇使用者情緒狀態(包含控制、喚起、愉悅)的影響。此外,以物質主義為調節變數,進一步探討其對社論式廣告特性與論壇使用者控制之間的調節關係。本研究對象為具有論壇瀏覽經驗的使用者,共獲得有效問卷421份,並以結構方程模型(SEM)進行資料分析,結果顯示控制、喚起與愉悅之間具有因果關係;社論式廣告的特性會藉由控制影響網路論壇使用者的情緒狀態,且情緒狀態對於使用者的資訊接受度和購買意圖有直接影響;物質主義在社論式廣告特性與控制之間具有部分干擾效果,其中以可信度與娛樂性最為顯著。由於本研究發現網路論壇使用者重視社論式廣告的特性,因此建議撰寫者在發表社論式廣告時,應提供高可信度之資訊並加以詳述產品特性,輔以具有娛樂性的圖片、影片穿插呈現,以減少冗長混亂的排版和單調乏味的內容,並降低讀者負面情緒的影響。此外,社論式廣告撰寫者若能藉由提供真實及詳細的資訊以提升讀者對文章內容的接受度與正面情緒,將能更有效的提升社論式廣告中對產品的促銷與效益。
英文摘要 In business activities today, online advertisements act as an important channel in interacting with forum user and communicating product information. Since there is lack of past literature discussing the relationship between online advertisement attributes and users, this research focuses on the forums, especially advertorials, with the M-R theory, using advertorial attributes such of informativeness, credibility, irritation and entertainment as online environmental stimulus, to study forum user’s reaction to advertorials, and understand their emotional states, including control, arousal and pleasure. In addition, materialism will be manipulated as a moderating variable to further discuss its moderating effect between advertorial attributes and forum users control. This study focuses on respondents who have forum browsing experience and SEM was used to analysis the 421 valid questionnaires collected. Results indicate the causal relationship among control, arousal and pleasure. Advertorial attributes will influence forum user’s emotional states via control, and emotional states will directly affect the information acceptance and purchase intention. Partial moderating effect of materialism was present between advertorial attributes and control, among which credibility and pleasure were significant. As this study discovered, online forum user indeed care about advertorial attributes, it suggested that when editorial writers are publishing advertorials, they should provide high credibility information and detailed descriptions regarding product characteristics, combined with interspersed entertaining images and videos to reduce lengthy, confusing and tedious layout in order to minimize negative impact of users’ emotions. In addition, if writers can increase readers’ acceptance of contents and positive emotions by providing true detailed information, the promotion effect of advertorials can be significantly enhanced.
論文目次 摘要 I
Abstract II
誌謝 IV
Table of Content V
List of Tables IX
List of Figures X
CHAPTER ONE 1
INTRODUCTION 1
1.1 Research Background and Motivations 1
1.2 Research Objectives 7
1.3 Research Process 8
CHAPTER TWO 10
LITERATURE REVIEW & HYPOTHESE DEVELOPMENT 10
2.1 Stimulus-Organism-Response (S-O-R) Framework and Mehrabian-Russell (M-R) Environmental Psychology Model 11
2.1.1 Stimulus-Organism-Response (S-O-R) Framework 11
2.1.2 Mehrabian-Russell (M-R) Environmental Psychology Model 12
2.2 Attributes of Advertorial 14
2.2.1 Perceived Informativeness 15
2.2.2 Perceived Credibility 17
2.2.3 Perceived Irritation 18
2.2.4 Perceived Entertainment 19
2.3 Pleasure, Arousal and Dominance (PAD) Emotional Model 20
2.3.1 Pleasure 21
2.3.2 Arousal 22
2.3.3 Dominance 23
2.4 Materialism 25
2.5 User Acceptance 26
2.6 Intention of Purchase 27
2.7 Conceptual Model and Hypothesis Development 28
2.7.1 Perceived Informativeness and Control 30
2.7.2 Perceived Credibility and Control 31
2.7.3 Perceived Irritation and Control 32
2.7.4 Perceived Entertainment and Control 33
2.7.5 The Moderating Effect 35
2.7.6 Control and Energetic Arousal 36
2.7.7 Control and Tense Arousal 38
2.7.8 Control and Pleasure 39
2.7.9 Energetic Arousal and Pleasure 40
2.7.10 Tense Arousal and Pleasure 41
2.7.11 Pleasure and User Acceptance 42
2.7.12 Pleasure and Intention of Purchase 43
2.7.13 User Acceptance and Intention of Purchase 44
CHAPTER THREE 45
RESEARCH DESIGN & METHODOLOGY 45
3.1. Definition of Construct and Hypotheses 45
3.1.1 Definition of Construct 45
3.1.2 Summary of Hypotheses 47
3.2 Measurement Development and Questionnaire Design 49
3.3 Pilot Test Analysis 57
3.4 Data Analysis Procedure 60
3.4.1 Demographic Analysis 60
3.4.2 Reliability Analysis and Validity Analysis 61
3.4.3 Confirmatory Factor Analysis 61
3.4.4 Structural Equation Model 61
CHAPTER FOUR 63
DATA ANALYSIS & RESULT 63
4.1 Data Collection and Demographic Analysis 63
4.2 Descriptive Analysis 65
4.3 Measurement Model Analysis 69
4.3.1 Confirmatory Factor Analysis (CFA) 69
4.3.2 Reliability Analysis and Convergent Validity 73
4.3.3 Discriminant Validity Analysis 74
4.4 Structural Equation Models – Hypotheses Test 77
4.4.1 Perceived Informativeness, Credibility, Irritation, Entertainment and Control 77
4.4.2 Control, Energetic Arousal, Tense Arousal and Pleasure 78
4.4.3 Energetic Arousal, Tense Arousal and Pleasure 79
4.4.4 Pleasure and User acceptance 80
4.4.5 Pleasure and Intention of Purchase 81
4.4.6 User Acceptance and Intention of Purchase 81
4.5 Moderating Effects 84
4.5.1 Moderating Effect on Perceived Informativeness and Control 85
4.5.2 Moderating Effect on Perceived Credibility and Control 85
4.5.3 Moderating Effect on Perceived irritation and Control 85
4.5.4 Moderating Effect on Perceived Entertainment and Control 86
CHAPTER FIVE 88
CONCLUSIONS & RECOMMENDATIONS 88
5.1 Discussion 88
5.1.1 Perceived Informativeness, Credibility, Irritation, Entertainment and Control (H1~H4) 88
5.1.2 Moderating Effect 92
5.1.3 Control, Energetic Arousal, Tense Arousal and Pleasure (H6~H8) 96
5.1.4 Energetic Arousal, Tense Arousal and Pleasure (H9 & H10) 98
5.1.5 Pleasure, User Acceptance and Intention of Purchase (H11~H13) 100
5.2 Implication 103
5.2.1 Theoretical Implication 103
5.2.2 Managerial Implication 106
5.3 Limitation and Directions for Future Research 108
REFERENCES 110
APPENDIX 1 117
APPENDIX 2 118
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