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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳瑀屏(Yu-Ping Chen) | |
| dc.contributor.author | Hai-En Yen | en |
| dc.contributor.author | 顏海恩 | zh_TW |
| dc.date.accessioned | 2023-03-19T22:07:25Z | - |
| dc.date.copyright | 2022-07-05 | |
| dc.date.issued | 2022 | |
| dc.date.submitted | 2022-06-20 | |
| dc.identifier.citation | 參考文獻 一、中文部分 【1】數位時代，2022。Podcast收聽量年增200%！SoundOn 2021台灣聲音經濟報告：「職場社畜」類聽眾最愛。檢自https://www.bnext.com.tw/article/67332/soundon-2021-report 【2】T客邦，2020。Podcast 是如何起源的？比臉書更古老的老服務，為何又起風了？檢自https://www.techbang.com/posts/81084-how-did-podcast-come 【3】The News Lens 關鍵評論，2019。27個趣味Podcast名單，讓你打發時間又能練英聽。檢自https://www.thenewslens.com/article/120916 【4】匯流新聞網，2021。Podcast在台旋風崛起 發跡、爆紅原因、台人愛聽類型報你知。檢自https://cnews.com.tw/134210121a02/ 【5】關鍵評論網媒體集團，2020。2020 台灣 Podcast 上半年產業報告。檢自https://www.inside.com.tw/article/20391-2020-podcast-report 【6】SoundOn。2021。Podcast 廣告主用錢須知！廣告費用、業配合作、商業模式全解密！檢自https://medium.com/soundon/taiwan-podcast-advertisementfee-and-marketoverview-48484b11a8e 【7】數位時代。2021。Podcast收聽量年增200%！SoundOn 2021台灣聲音經濟報告：「職場社畜」類聽眾最愛。檢自https://www.bnext.com.tw/article/67332/soundon-2021-report 【8】數位時代。2020。在Podcast下廣告，什麼都好賣？5,000字讀懂耳機裡的「變現術」！檢自https://www.bnext.com.tw/article/59434/podcast-ad-business-model-industry 【9】汪祝婷（2021）。聽眾選擇Podcast平台之關鍵因素。中興大學科技管理研究所碩士論文。 【10】潘冠樺（2021）。Podcast 行銷置入效果之研究。台灣大學國際企業學研究所學位論文。 【11】侯貝臻（2021）。台灣Podcast聽眾收聽動機與訂閱行為研究。政治大學企業管理研究所(MBA學位學程)學位論文。 【12】王筱雯（2021）。聽覺對廣告態度的影響—Podcast 為例。臺北大學國際企業研究所碩士論文。 【13】凌欣恩（2021）。數位廣告之廣告訴求與廣告效果對消費者購買意願的影響。淡江大學管理科學學系企業經營碩士班碩士論文。 【14】吳妮蓁（2019）。網紅廣告代言的來源可信度、廣告懷疑與廣告效果關聯性之研究 ─以消費者觀點探討。國立高雄科技大學企業管理系碩士班碩士論文。 【15】曾紀幸, 尤松文, & 吳芊築. 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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/84267 | - |
| dc.description.abstract | 台灣目前有86% 以上的聽眾支持 Podcast 廣告置入型態的獲利模式（2020，SoundOn），可以知悉台灣聽眾對Podcast置入性廣告的接受度很大，目前許多品牌也開始紛紛將Podcast當作其品牌曝光的管道之ㄧ，然而Podcast置入性廣告是否能夠有效提升購買意願，一直是許多廣告商及品牌主想深入了解的議題。因此，本研究除了人口統計變項外，主要探討兩個部分，其一是針對Podcast的主持人風格，探究其來源可信度之專業性、可靠性、吸引力對聽眾購買意願的影響；其二是針對Podcast置入性廣告的風格，探討擬社會互動、娛樂性、資訊性對聽眾購買意願的影響。 本研究採網路便利抽樣，針對台灣地區的民眾進行調查，最後問卷總計回收 1135 份。研究結果發現，專業性、可靠性、吸引力、擬社會互動、資訊性皆對購買意願有顯著正向影響，唯獨娛樂性並未對購買意願有顯著正向影響。除此之外，於問卷第二部分所探討的可靠性構面中，讓聽眾感到「值得信賴」與購買意願的相關性最高；而第三部分，擬社會互動此構面中的讓聽眾感到「屬於群體」也與購買意願的相關性最高。並且，本研究尚發現，女性為Podcast主要聽眾，且收聽動機主要是覺得內容有趣好玩而想收聽，至於在頻道的表現中，以「呱吉」的知名度最高、「好味小姐開束縛我還你原形」的整體評價最高、「吳淡如人生實用商學院」的忠誠度最高。 | zh_TW |
| dc.description.abstract | More than 86% of listeners in Taiwan support the embedded advertising in Podcast (2020, SoundOn), so it is clear that the audience in Taiwan is very receptive to advertising in Podcast. However, the question of whether Podcast ads are effective in increasing purchase intention has always been an issue that many advertisers and brand owners want to know more about. Therefore, this study focuses on two parts: one is related to the style of Podcast hosts, and explores the influence of their expertness, trustworthiness, and attractiveness of source credibility on listeners' purchase intention; the other is related to the style of Podcast embedded advertising, and explores the influence of social interaction, entertainment, and information on listeners' purchase intention. This study was conducted with convenience sampling in Taiwan, and 1135 questionnaires were returned. The study found that professionalism, reliability, attractiveness, social interaction, and informativeness all had a significant positive effect on purchase intention, except for entertainment. In addition, the reliability dimension in the second part of the questionnaire, making listeners feel 'trustworthy' had the highest correlation with purchase intention, and the social interaction dimension in the third, making listeners feel 'belonging to a group' also had the highest correlation with purchase intention. Moreover, this study also found that women are the main listeners of Podcast, and their main motivation for listening is to get pleasure from Podcast. As for the channel's performance, '呱吉' had the highest popularity, '好味小姐開束縛我還你原形' had the highest overall rating, and '吳淡如人生實用商學院' had the highest loyalty. | en |
| dc.description.provenance | Made available in DSpace on 2023-03-19T22:07:25Z (GMT). No. of bitstreams: 1 U0001-2006202215522100.pdf: 2951009 bytes, checksum: e6192d2b87f5fde433477fba939779e5 (MD5) Previous issue date: 2022 | en |
| dc.description.tableofcontents | 目錄 謝詞 I 摘要 II ABSTRACT III 表目錄 VI 圖目錄 VII 緒論 1 第一節、 研究背景 1 第二節、 研究動機與目的 2 第三節、 PODCAST廣告現況 2 第貳章、 文獻探討 4 第一節、 PODCAST相關研究 4 第二節、 PODCAST、YOUTUBE、RADIO之廣告相關研究 5 第三節、 廣告對購買行為的影響 6 第參章、 研究方法 8 第一節、 研究對象 8 第二節、 資料分析方法 8 第三節、 問卷設計架構 8 第四節、 操作型定義與衡量 9 第肆章、 研究資料分析 13 第一節、 敘述性統計 13 第二節、 相關性分析 15 第三節、 個人屬性之差異分析 17 第四節、 頻道屬性之差異分析 19 第五節、 整體模式分析 25 第伍章、 結論與建議 28 第一節、 結論 28 第二節、 管理意涵 29 參考文獻 31 附錄 36 表目錄 表 1來源可信度題項內容 11 表 2擬社會互動題項內容 11 表 3娛樂性題項內容 12 表 4資訊性題項內容 12 表 5購買意願題項內容 13 表 6問卷各版本回收數量 13 表 7問卷樣本結構 14 表 8主持人風格的相關性分析 16 表 9廣告風格的相關性分析 17 表 10 Podcast男女收聽行為 17 表 11十個頻道收聽狀況比較 23 表 12收聽過的頻道總數 24 表 13整體模式適配度_主持人風格 25 表 14整體模式適配度_廣告風格 26 表 15研究假設統整 28 圖目錄 圖 1Podcast不重複下載數（收聽量） 1 圖 2來源可信度此構面之平均數比較 18 圖 3對話式廣告、制式廣告之比較 19 圖 4類型一之雷達圖 20 圖 5類型二之雷達圖 21 圖 6類型三之雷達圖 22 圖 7各頻道知名度比較 23 圖 8變數之路徑關係 25 圖 9變數之路徑關係 26 | |
| dc.language.iso | zh-TW | |
| dc.subject | 擬社會互動 | zh_TW |
| dc.subject | 來源可信度 | zh_TW |
| dc.subject | 娛樂性 | zh_TW |
| dc.subject | 資訊性 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | Purchase Intention | en |
| dc.subject | Entertainment | en |
| dc.subject | Source Credibility | en |
| dc.subject | Informativeness | en |
| dc.subject | Parasocial Interaction | en |
| dc.title | Podcast廣告影響購買意願之關鍵因素 — 以置入性廣告為例 | zh_TW |
| dc.title | Key Factors of Podcast Ads that Influence Purchase Intention - Take Embedded Advertising as an Example | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 110-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳俊廷(Chun-Ting Chen), 陳聿宏(Yu-Hung Chen) | |
| dc.subject.keyword | 來源可信度,擬社會互動,娛樂性,資訊性,購買意願, | zh_TW |
| dc.subject.keyword | Source Credibility,Parasocial Interaction,Entertainment,Informativeness,Purchase Intention, | en |
| dc.relation.page | 41 | |
| dc.identifier.doi | 10.6342/NTU202201018 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2022-06-22 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| dc.date.embargo-lift | 2022-07-05 | - |
| 顯示於系所單位： | 國際企業學系 | |
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