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系統識別號 U0026-2101201919401100
論文名稱(中文) Predicting User Behavior to Sponsored Video Ads on Social Networking Site via TPB and VAM: The Role of Selective Attention, Irritation and Privacy Concern
論文名稱(英文) Predicting User Behavior to Sponsored Video Ads on Social Networking Site via TPB and VAM: The Role of Selective Attention, Irritation and Privacy Concern
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 107
學期 1
出版年 108
研究生(中文) 陳彥翔
研究生(英文) YEN HSIANG CHEN
電子信箱 adolfo9013039@hotmail.com
學號 RA7031083
學位類別 碩士
語文別 英文
論文頁數 142頁
口試委員 指導教授-吳萬益
召集委員-江俊毅
口試委員-蘇柏全
口試委員-王鈿
口試委員-陳正忠
中文關鍵字 臉書廣告  惱怒  隱私顧慮  購買意願  認知獨特性  選擇性注意  社群網站  計畫行為理論  價值接受模式  影片廣告 
英文關鍵字 Facebook advertising  Irritation  Privacy concern  Purchase intention  Perceived uniqueness  Selective attention  Social networking site  Theory of Planned Behavior  Value-based Adoption Model  Video ads 
學科別分類
中文摘要 社群網站已經成為行銷領域的重要課題,同時,社群網站的演算法、操作界面和隱私控制也不斷在調整,許多廣告商試圖尋找理想的社群網站行銷模式。儘管如此,研究結果仍未定論,對社群網站中影片廣告的關鍵成功因素更未經實證驗證。因此,本研究的目的是調查針對影片廣告購買意願的先行變數、中介變數、調節變數之相互關係。本研究共收集了444份有效的線上問卷樣本。使用偏最小平方(PLS)與變異數分析(ANOVA)來分析假設。研究結果指出,對社群網站影片廣告的認知價值,廣告態度和知覺行為控制對購買意願有直接影響。社會影響、隱私顧慮、產品類型和感知獨特性是強化知覺行為控制/廣告態度對購買意願影響力的重要因素。此外,此研究顯示,信息量是提高廣告效果的最重要因素,而感知利益相較感知犧牲對感知價值有更強的關聯性。
英文摘要 Social networking site (SNS) has become a crucial topic in the marketing field, meanwhile, the algorithm, interface and privacy control of SNS keep changing, many advertisers attempt to find an optimal model to conduct a marketing campaign on SNS. Nonetheless, the research result still remains inconclusive and a comprehensive understanding of critical success factor in SNS video advertising is yet to be empirically verified. Thus, the objective of this study is to investigate the interrelationship among the antecedent variable, mediator, moderator of purchase intention toward SNS video ads. In total, 444 valid online questionnaire samples were collected. Partial Least Square (PLS) and analysis of variance (ANOVA) were employed to analyze the hypotheses.
The results reveal that perceived valued, attitude toward SNS video ads, and perceived behavioral control have strong direct impacts on purchase intention. Social influence, privacy concern, product type, and perceived uniqueness are significant factors to strengthen the influence of perceived behavioral control/attitude toward SNS video ads on purchase intention. Moreover, this study has indicated that informativeness is the most salient factor to raise ad effectiveness, and perceived benefit has a stronger relationship with perceived value than perceived sacrifice.
論文目次 TABLE OF CONTENTS
摘要 I
ABSTRACT II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES IX
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives. 8
1.3 Research Procedure. 8
1.4 Research Structure. 9
CHAPTER TWO LITERATURE REVIEW 11
2.1 Theoretical Background. 11
2.1.1 S-O-R Framework. 11
2.1.2 Theory of Planned Behavior. 13
2.1.3 Value-based Adoption Model. 15
2.1.4 Facebook Advertising. 17
2.2 Definition of Research Construct. 19
2.2.1 Selective Attention. 19
2.2.2 Irritation. 20
2.2.3 Ad Effectiveness. 21
2.2.4 Source Credibility. 25
2.2.5 Perceived Value. 26
2.2.6 Attitude toward SNS Video Ads. 31
2.2.7 Perceived Behavioral Control. 32
2..2.8 Purchase Intention. 33
2.2.9 Social Influence. 34
2.2.10 Privacy Concern. 35
2.2.11 Product Type. 37
2.2.12 Perceived Uniqueness. 38
2.3 Hypothesis Development. 39
2.3.1 Selective Attention and Ad Effectiveness. 39
2.3.2 Irritation and Ad Effectiveness. 40
2.3.3 Ad Effectiveness and Source Credibility. 40
2.3.4 Ad Effectiveness and Perceived Value. 41
2.3.5 Source Credibility and Perceived Value. 42
2.3.6 Source Credibility and Attitude toward SNS Video Ads. 42
2.3.7 Perceived Value and Purchase Intention. 43
2.3.8 Perceived Value and Attitude toward SNS Video Ads. 43
2.3.9 Attitude toward SNS Video Ads and Purchase Intention. 44
2.3.10 Perceived Behavioral Control and Purchase Intention. 44
2.3.11 Moderating Effect of Social Influence. 45
2.3.12 Moderating Effect of Privacy Concern. 46
2.3.13 Moderating Effect of Product Type. 47
2.3.14 Moderating Effect of Perceived Uniqueness. 48
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 50
3.1 Conceptual Framework. 51
3.2 Summary of Hypotheses. 52
3.3 Stimuli Development. 53
3.4 Manipulation Checks on Comparativeness of Each Stimulus. 54
3.5 Measurements for Manipulation Checks. 55
3.6 Construct Measurements for Experimental Design. 56
3.6.1 Ad Effectiveness. 56
3.6.2 Source Credibility. 57
3.6.3 Perceived Value. 57
3.6.4 Attitude toward SNS Video Ads. 59
3.6.5 Perceived Behavioral Control. 59
3.6.6 Purchase Intention. 60
3.6.7 Social Influence. 60
3.6.8 Privacy Concern. 61
3.6.9 Product Type. 61
3.6.10 Perceived Uniqueness. 61
3.7 Questionnaire Design. 62
3.8 Sampling Plan. 62
3.9 Data Analysis Procedures. 63
3.9.1 Descriptive Statistic Analysis. 64
3.9.2 Factor Analysis and Reliability Tests. 64
3.9.3 Discriminant Validity Test. 64
3.9.4 Hypotheses Testing Techniques. 65
3.9.5 K-means Cluster Analysis. 65
3.9.6 Analysis of Variance (ANOVA). 66
CHAPTER FOUR RESEARCH RESULTS 67
4.1 Descriptive Analysis. 67
4.2 Factor Analysis and Reliability Test. 70
4.2.1 Ad Effectiveness. 70
4.2.2 Source Credibility. 71
4.2.3 Perceived Value. 72
4.2.4 Attitude toward SNS Video Ads. 73
4.2.5 Perceived Behavioral Control. 74
4.2.6 Purchase Intention. 75
4.2.7 Social Influence. 76
4.2.8 Privacy Concern. 76
4.2.9 Product Type. 77
4.2.10 Perceived Uniqueness. 78
4.3 Measurement Results for Research Variables. 78
4.4 Discriminant Validity Analysis. 82
4.5 Hypotheses Testing. 83
4.5.1 Evaluation of the Measurement Model. 83
4.5.2 Evaluation of the Structural Model. 85
4.5.3 The Moderating Effects. 90
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 96
5.1 Research Discussion and Conclusion. 96
5.2 Academic Implication. 101
5.3 Managerial Implication. 104
5.4 Research Limitation and Future Research Directions. 107
REFERENCES 109
APPENDICES 126
Appendix 1: Stimuli of the Experiment 126
Appendix 2: Questionnaire for the Manipulation Check 128
Appendix 3: Questionnaire for the Official Experiment 132
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