社群網站上連結強度、朋友的廣告涉入和產品類別如何影響我們的態度和行為？

Abstract

隨著使用人口的增長，社群網站逐漸成為重要的廣告傳播管道之一。本研究試著探討在臉書上影響粉絲專頁廣告傳播的因素，是否會因為傳播者的不同、涉入程度的差異或是產品的不同使接收訊息者有不同的態度和行為。因此我們檢驗連結強度、朋友廣告涉入程度和產品類別三個因素對產品態度、購買意願和點選意願的影響，並進一步探討產品類別對於朋友廣告涉入程度和連結強度與依變數之間是否有調節效果。本研究的實驗設計採用2(連結強度：強連結/弱連結) × 2(朋友的廣告涉入程度：高/低) × 2 (產品類別：搜尋性產品/經驗性產品) 混合設計。本研究的結果主要對臉書的粉絲專頁經營者有所貢獻，並提出一些建議。

With the growing of users on social network site, social network site become an important channel of advertising. This study tried to explore factors that influenced the advertisement on Facebook fan page to spread. Receiver might generate different attitudes and behaviors due to different sender, different level of sender’s involvement or different product type. Therefore, we examined how ties strength, friends’ involvement with advertisement, and product type affect our product attitude, intention to purchase, and intention to click on Facebook. And advanced to explore whether product type moderated friends’ involvement with advertisement and ties strength and dependents or not. The experiment in this study was conducted with a 2(ties strength: strong tie/weak tie) × 2(friends’ involvement with advertisement: high/low) × 2 (product type: search product/experience product) mixed design. Our findings have major implications for Facebook fan page manager and propose some advices.