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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 谷玲玲(Lin-Lin Ku) | |
dc.contributor.author | You-Jhen Liu | en |
dc.contributor.author | 劉又榛 | zh_TW |
dc.date.accessioned | 2021-05-20T00:52:32Z | - |
dc.date.available | 2025-08-05 | |
dc.date.available | 2021-05-20T00:52:32Z | - |
dc.date.copyright | 2020-08-21 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-08-05 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/8349 | - |
dc.description.abstract | 網路廣告行銷發展至今逾20年,從早期講求最大曝光效果的蓋版廣告,轉移至注重投放目標受眾的精準廣告,到現今追求訴求提升品牌價值、以用戶認同為主的原生廣告,希望能夠降低廣告本身的商業訊息。 而現今Google與Facebook成了分食網路廣告餅圖的兩大科技巨擘,故本研究以Facebook為研究樣本,希望能藉由理解使用者對Facebook使用動機,故以使用與滿足為理論基礎,進而去探討對平台上原生廣告態度之交互影響,並加入說服知識作為中介變項,以理解具備不同程度高低之用戶是否影響其對原生廣告之態度。 本研究採用問卷調查法,共回收522份有效問卷。研究結果發現Facebook使用動機與廣告態度部分呈現正顯著相關。其中,社交動機與操控動機皆呈現正向顯著影響,唯有過程動機僅與原生廣告態度具備正顯著相關但未達顯著影響。此外,本研究亦發現說服知識與原生廣告態度之間為正向顯著相關性,且具備較高說服知識者對原生廣告態度較為負面。 | zh_TW |
dc.description.abstract | This study adopts the uses and gratifications theory to examine the user’s motivation of using Facebook and also compares if different types of motivation would affect user’s attitudes toward native advertising. To look closely, this study also adopts persuasion knowledge as the modification factor to examine if users with different degrees of persuasion knowledge will react differently toward native advertising. This study employed online questionnaire survey to collect data, successfully obtaining 522 replies. The results implied that social motivation and agency-based motivation both have significant impacts on attitudes toward native advertising, but process motivation only has positive correlation without significant impacts on native advertising. Furthermore, the outcomes also show that user’s persuasion knowledges has significant impacts on advertising attitudes. This study aims to provide theoretical implications and practical suggestions. | en |
dc.description.provenance | Made available in DSpace on 2021-05-20T00:52:32Z (GMT). No. of bitstreams: 1 U0001-3107202014505100.pdf: 11355028 bytes, checksum: 24b7b19b84046a6a98bf2a6796613d62 (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 目 錄 第壹章 緒論…………………………………………………………………….....….1 第一節、研究動機………………………………………………………………1 第二節、研究背景………………………………………………………………2 第三節、研究目的……………………………………………………………..7 第四節、研究流程………………………………………………………………8 第貳章 文獻回顧……………………………………………………………………..9 第一節、使用與滿足理論………………………………………………..........10 一、使用與滿足理論之起源……………………………………………..10 二、使用與滿足理論之基本前提……………………………………..…11 三、使用與滿足理論之發展…………………………………………..…12 第二節、新媒體與使用與滿足理論…………………………………………..18 一、新媒體科技與新滿足………………………………………………..18 二、社群網站使用行為與動機研究……………………………………..22 三、使用與滿足應用於網路廣告研究…………………………………..24 第三節、說服知識……………………………………………………………..26 一、說服知識之起源與假設……………………………………………..26 二、說服知識模型之相關研究…………………………………………..30 三、說服知識模型與原生廣告交互影響關係…………………………..32 第四節、研究架構與研究假設…………………………………………………..34 一、研究架構……………………………………………………………..34 二、研究假設………………………………………………….………….35 第參章 研究方法……………………………………………………………………37 第一節、研究描述 ……………………………………………………………..37 一、抽樣方法……………………………………………………………..37 二、問卷設計……………………………………………………………..37 第二節、測量工具………………………………………………………………38 一、說服知識與原生廣告態度…………………………………………..38 二、Facebook瀏覽動機………………………………………………….40 三、平常Facebook使用習慣……………………………………………42 第三節、資料搜集方法…………………………………………………………43 一、前測…………………………………………………………………..43 二、樣本蒐集……………………………………………………………..43 三、樣本特徵……………………………………………………………..44 第四節、資料分析方法…………………………………………………………46 一、描述性統計…………………………………………………………..46 二、因素分析……………………………………………………………..46 三、相關分析……………………………………………………………..46 四、迴歸分析……………………………………………………………..47 第肆章 研究結果……………………………………………………………………48 第一節、因素分析與信效度分析……………………………………………..48 一、因素分析結果………………………………………….…………….48 第二節、描述性統計與信度分析……………………………………………..53 一、複合變項之描述性統計結果………………………………………..53 二、Facebook使用行為描述性統計結果……………………………….54 第三節、相關分析……………………………………………………………..57 第四節、迴歸分析……………………………………………………………..60 一、Facebook使用行為對使用動機之影響…………………………….60 二、說服知識與原生廣告態度之影響…………………………………..61 三、人口基本變項對說服知識、Facebook使用動機之影響.. ………..62 四、各變項與廣告態度之階層迴歸……………………………………..63 五、假設檢驗……………………………………………………………..66 第伍章 討論與結語………………………………………………………………68 第一節、研究結果與討論……………………………………………………68 一、人口變項、Facebook使用習慣與Facebook使用動機具相關性....68 二、Facebook使用動機與廣告態度具相關性………………………….70 三、說服知識與人口變項、廣告態度具相關性………………………..70 第二節、結語………………………………………………………………....72 第三節、研究限制與未來研究方向…………………………………………73 參考書目…………………………………………………………………………..74 附錄一:正式問卷………………………………………………………………..81 | |
dc.language.iso | zh-TW | |
dc.title | 由使用與滿足理論探討社群媒體用戶對原生廣告之態度 | zh_TW |
dc.title | Social Media Users’ Attitudes Toward Native Advertising — A Uses and Gratifications Perspective | en |
dc.type | Thesis | |
dc.date.schoolyear | 108-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 李秀珠(Shu-Chu Li),陳憶寧(Yi-Ning Chen) | |
dc.subject.keyword | 社群媒體,原生廣告,使用與滿足,說服知識,廣告態度, | zh_TW |
dc.subject.keyword | Social Media,Native Advertising,Uses and Gratifications Theory,Persuasion Knowledge,Advertising Attitude, | en |
dc.relation.page | 84 | |
dc.identifier.doi | 10.6342/NTU202002160 | |
dc.rights.note | 同意授權(全球公開) | |
dc.date.accepted | 2020-08-05 | |
dc.contributor.author-college | 社會科學院 | zh_TW |
dc.contributor.author-dept | 新聞研究所 | zh_TW |
dc.date.embargo-lift | 2025-08-05 | - |
顯示於系所單位: | 新聞研究所 |
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