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題名:原生廣告的易識別性對廣告效果之影響研究
作者:潘力
作者(外文):PAN, LI
校院名稱:國立雲林科技大學
系所名稱:企業管理系
指導教授:賴其勛
學位類別:博士
出版日期:2019
主題關鍵詞:網路廣告原生廣告識別性廣告內容一致性廣告態度Online advertisingNative advertisingRecognitionAd-context congruityAttitude toward advertising
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社會與網路科技的進步,為網路廣告市場的發展提供了有利的條件。網路廣告在獲得極大的發展的同時,也產生了諸多問題。本研究聚焦於網路廣告領域近年來持續受到關注的「原生廣告」議題,從廣告受眾對原生廣告的識別性入手,探討原生廣告的廣告標簽標示方式對廣告識別性的影響,廣告識別性對廣告態度的影響以及廣告識別性在廣告内容一致性對廣告態度影響中的調節效果。基於過去的研究以及語用預設、說服知識與期望不確認等理論,提出了的六個假說,並透過兩個實驗設計來進行驗證。其中實驗一為2(語言明確性:高明確/低明確)×2(標簽位置:上方/下方)組間因子實驗設計;實驗二為2(識別性:易識別/不易識別)×2(廣告內容一致性:高一致/低一致)組間因子實驗設計。結果發現不同廣告標簽的標示方式會顯著影響廣告受衆對廣告的識別性,而受衆對廣告識別的差異會顯著影響其廣告態度;同時,原生廣告識別性也會調節受衆廣告內容一致性對廣告態度的影響;使用廣告內容一致性程度較高且容易識別的原生廣告會具有更好的廣告態度。本研究根據文獻研究與實驗結果,提出了理論意涵以及實務意涵,以期能為廣告學術研究領域和實務界提供參考的資料。
With the advancement of social and network technologies come the favorable conditions for the development of the online advertising market. Although online advertising has gained tremendous development, it also creates many problems. This research focuses on the topic of “native advertising”, which has been concentrating on the field of online advertising in recent years. Starting from the recognition of native ads by advertising audiences, this research discussed the influence of the advertising labeling method of native advertisings on the recognition of advertisements, and advertising recognition moderation between ad-context congruity and attitude toward advertising. Based on the past research and the theories of pragmatic presupposition, persuasion knowledge and expectancy-disconfirmation, six hypotheses are proposed and verified through two experiments. Experiment 1 is 2 (Language clarity: high definition / low definition) × 2 (Label position: upper/lower) between-subjects design; experiment 2 is 2 (Recognition: easy to recognize / not easy to recognize) × 2 (Ad-context congruity: high consistency/low consistency) between-subjects design. The results show that different native advertising labels will significantly affect the advertising audience for identifying the ads, and the difference in audience recognition will significantly affect their attitudes toward advertising; Advertising recognition will also interfere with the impact of Ad-context congruity on attitude toward advertising. With a high degree of consistency and easy identification of advertising content, it will have a better attitude toward advertising. This research proposes theoretical implications and practical implications, with a view of providing references for advertising academic and practical circles.
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