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系統識別號 U0026-1907201215092500
論文名稱(中文) The Effect of Types of Advertising, People Like, and Product Involvement on Thai Internet Users' Attitudes and Memory: An Experimental Study of Facebook Users in Thailand
論文名稱(英文) The Effect of Types of Advertising, People Like, and Product Involvement on Thai Internet Users' Attitudes and Memory: An Experimental Study of Facebook Users in Thailand
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 100
學期 2
出版年 101
研究生(中文) 鄒識博
研究生(英文) Jakkapan Jaewtrakul
學號 ra6997359
學位類別 碩士
語文別 英文
論文頁數 99頁
口試委員 指導教授-陳正忠
口試委員-王鈿
口試委員-林清河
中文關鍵字 none 
英文關鍵字 Animated advertising  Interactive advertising  Electronic word of mouth  Product involvement  Attitude toward the advertising  Memory  Facebook  Community pages  MacBook  and iPhone 
學科別分類
中文摘要 none
英文摘要 The main purpose of this experimental study is to investing the characteristics of online advertising that internet users prefer by using three factors which are types of online advertising indicated by animated and interactive advertising, effect of like button in Facebook community page as with people liked and without people liked, and product involvement indicated by using high and low involvement product on Apple’s products which are MacBook and iPhone by using their application. The dependent variables are the attitude toward the advertising and memory. All of experimental procedures are controlled in the web site that researcher was created and the respondents are also people who are using MacBook and iPhone from the existing community pages in Thailand. Questionnaires were administrated online only for Thai Facebook users by using Thai language. Researcher provided 24 different kinds of stimuli wen pages by 480 respondents filled in answers to all questions depending on their usage preference and experience. ANOVA was employed to test the proposed model.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VIII
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objective and Contributions. 5
1.3 Research Project and Scope of Study. 6
1.4 Research Procedure. 7
CHAPTER TWO LITERATURE REVIEW 8
2.1 Social Network. 8
2.1.1 Electronic Word of Mouth. 8
2.1.2 Herd Behavior. 9
2.2 Type of Online Advertising. 10
2.2.1 Animated Advertising. 11
2.2.2 Interactive Advertising. 14
2.3 Product Involvement. 15
2.3.1 Elaboration Likelihood Model. 16
2.4 Attitude toward the Advertising. 17
2.5 Memory. 18
2.6 Experimental Location. 19
2.6.1 The Introduction of Thailand. 20
2.7 Interrelationship among Research Constructs. 21
2.7.1 Relationship between Level of Advertising and Attitude toward Advertising. 21
2.7.2 Relationship between Types of Advertising and Attitude toward Advertising. 23
2.7.3 Relationship between Level of Advertising and Memory. 24
2.7.4 Relationship between Types of Advertising and Memory. 24
2.7.5 Relationship between Like and Internet Users’ Attitudes. 26
2.7.6 Relationship between Product Involvement on Attitude toward Advertising and Memory. 26
2.7.7 Relationship between Attitude toward Advertising and Memory. 28
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 30
3.1 Research Design. 30
3.2 Social Network Analysis and Identify. 32
3.3 Manipulation Check. 33
3.4 Pretest of Product Involvement. 34
3.5 Stimuli Development and Control Variables. 35
3.5.1 Stimuli Development. 35
3.6 Experimental Procedures. 38
3.7 Measures of Dependent Variables and Respondents’ Personal Information. 38
3.7.1 Attitude toward the Advertising. 38
3.7.2 Memory. 39
3.7.3 Personal Information of Respondents. 39
3.8 Data Analysis Procedure. 40
3.8.1 Descriptive Statistical Analysis. 40
3.8.2 Factor Analysis. 40
3.8.3 Reliability Analysis. 40
3.8.4 Analysis of Variance (ANOVA). 41
3.8.5 Multivariate Analysis of Variance (MANOVA). 41
3.8.6 Regression Analysis. 42
CHAPTER FOUR RESEARCH RESULTS 43
4.1 Descriptive Analysis. 43
4.1.1 Data Collection. 43
4.1.2 Characteristics of Respondents. 44
4.1.3 Manipulation Check in Main Experiment. 45
4.1.4 Measurement Results for Relevant Research Variables. 47
4.2 Factor Analysis and Reliability Test. 48
4.2.1 Attitude Toward the Advertising. 48
4.3 Analysis of Variance among Research Variables. 49
4.3.1 Result of ANOVA for Overall’ Respondents. 49
4.3.2 Result of ANOVA for MacBook Users. 52
4.3.3 Result of ANOVA for iPhone Users. 54
4.4 Multivariate Analysis of Variance among Research Variable. 57
4.4.1 MANOVA of Overall’ Respondents. 57
4.4.2 MANOVA of MacBook Users. 59
4.4.3 MANOVA of iPhone Users. 61
4.5 Regression Analysis for the Relationship between Dependent Variables. 63
4.5.1 Regression Analysis for the Relationship between Dependent Variables with Control Variables. 64
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 70
5.1 Research Conclusion. 70
5.2 Research Discussions and Implications. 72
5.3 Research Limitations and Future Directions. 75
REFERENCES 78
APPENDICES 85
Appendix 1: Questionnaire for Main Experiment for MacBook users (Thai Version) on High Involvement. 85
Appendix 2: Questionnaire for Main Experiment for MacBook users (Thai Version) on Low Involvement. 85
Appendix 3: Questionnaire for Main Experiment for iPhone users (Thai Version) on High Involvement. 86
Appendix 4: Questionnaire for Main Experiment for iPhone users (Thai Version) on Low Involvement. 86
Appendix 5: Stimuli for MacBook Animated Advertising (High Involvement, with people liked). 89
Appendix 6: Stimuli for MacBook Animated Advertising (High Involvement, without people liked). 90
Appendix 7: Stimuli for MacBook Animated Advertising (Low Involvement, with people liked). 91
Appendix 8: Stimuli for MacBook Animated Advertising (Low Involvement, without people liked). 92
Appendix 9: Stimuli for MacBook Interactive Advertising (High Involvement). 93
Appendix 10: Stimuli for MacBook Interactive Advertising (High Involvement) after finish the game. 94
Appendix 11: Stimuli for MacBook Interactive Advertising (Low Involvement). 95
Appendix 12: Stimuli for iPhone Animated Advertising (High Involvement). 96
Appendix 13: Stimuli for iPhone Animated Advertising (Low Involvement). 97
Appendix 14: Stimuli for iPhone Interactive Advertising (High Involvement). 98
Appendix 15: Stimuli for iPhone Interactive Advertising (Low Involvement). 99
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