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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林俊昇(Jiun-Sheng Lin) | |
| dc.contributor.author | Kuan-Hua Pan | en |
| dc.contributor.author | 潘冠樺 | zh_TW |
| dc.date.accessioned | 2022-11-24T03:32:07Z | - |
| dc.date.available | 2021-08-13 | |
| dc.date.available | 2022-11-24T03:32:07Z | - |
| dc.date.copyright | 2021-08-13 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-08-11 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81130 | - |
| dc.description.abstract | 近年來隨著 Podcast 頻道與聽眾數的快速成長，Podcast 行銷置入漸漸成為企業重視的行銷管道。然而，過去尚未有研究針對純以聲音和聽眾交流的 Podcast 情境，討論行銷置入有效性及其影響因子。為填補此重要研究缺口，本研究旨在建立一實證模型，從 Podcast 聽眾觀點出發，討論 Podcast 頻道如何透過主持人帶給聽眾的對話式類社會互動感受，增進其知覺的虛擬友誼，進而影響行銷置入說服力與聽眾的行為投入。 本研究以具有 Podcast 收聽經驗、並對當中的行銷置入有印象之聽眾為調查對象，透過 SurveyCake 網站進行問卷調查，以簡單隨機抽樣法回收有效問卷共 362 份，採結構方程式（Structural Equation Modeling）的統計方法進行模型分析與假說驗證。研究結果發現，聽眾感受到 Podcast 主持人所帶來之對話式類社會互動（包含言語同理性、共同專屬語言），會正向影響聽眾知覺的虛擬友誼（包含親密陪伴、人際默契），進而增進行銷置入說服力，並促進聽眾對於行銷置入內容的行為投入。 綜合上述，本研究顯示聽眾所感受的對話式類社會互動與虛擬友誼，是 Podcast 行銷置入成效的重要影響因素。本研究亦針對此研究結果進行學術與管理意涵方面的探討，並提供未來研究建議與發展方向。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-24T03:32:07Z (GMT). No. of bitstreams: 1 U0001-1008202112303300.pdf: 4449166 bytes, checksum: 255d197c8bbf3355dd6db872fba051f3 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 口試委員會審定書 I 致謝 II 摘要 III Abstract IV 目錄 V 表目錄 VI 圖目錄 VII 第一章 緒論 1 第一節、研究動機與目的 1 第二節、研究流程 3 第二章 文獻回顧 4 第一節、對話式類社會互動 7 第二節、虛擬友誼 10 第三節、對話式類社會互動與虛擬友誼 12 第四節、虛擬友誼與行銷置入說服力及行為投入 14 第三章 研究方法 15 第一節、研究架構 15 第二節、研究假說 16 第三節、問卷調查 17 第四節、研究變數與衡量 18 第五節、資料分析方法 20 第四章 資料分析與研究結果 21 第一節、樣本屬性分析 21 第二節、衡量模型分析 26 第三節、結構方程式模型分析 33 第五章 結論與建議 36 第一節、研究結論 36 第二節、研究貢獻 38 第三節、管理意涵 39 第四節、研究限制與建議 41 參考文獻 42 | |
| dc.language.iso | zh-TW | |
| dc.subject | 行為投入 | zh_TW |
| dc.subject | 對話式類社會互動 | zh_TW |
| dc.subject | 虛擬友誼 | zh_TW |
| dc.subject | 行銷置入說服力 | zh_TW |
| dc.subject | Podcast | zh_TW |
| dc.subject | Marketing Placement Persuasiveness | en |
| dc.subject | Behavioral Engagement | en |
| dc.subject | Dialogue-based Parasocial Interaction | en |
| dc.subject | Podcast | en |
| dc.subject | Virtual Friendship | en |
| dc.title | Podcast 行銷置入效果之研究 | zh_TW |
| dc.title | Exploring the Effectiveness of Marketing Placement in Podcast | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 余峻瑜(Hsin-Tsai Liu),林政佑(Chih-Yang Tseng) | |
| dc.subject.keyword | Podcast,對話式類社會互動,虛擬友誼,行銷置入說服力,行為投入, | zh_TW |
| dc.subject.keyword | Podcast,Dialogue-based Parasocial Interaction,Virtual Friendship,Marketing Placement Persuasiveness,Behavioral Engagement, | en |
| dc.relation.page | 46 | |
| dc.identifier.doi | 10.6342/NTU202102239 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2021-08-12 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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