誰讓社群廣告更有效益-從社會影響理論探討

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/45332

Title:	誰讓社群廣告更有效益-從社會影響理論探討 Who Makes Social Media Advertising Effective - Insights from Social Influence Theory
Authors:	邱于平
Contributors:	廣告學系
Keywords:	社會影響理論社會連結代言人專業性廣告成效眼動儀
Date:	2018-2019
Issue Date:	2019-11-15 12:22:36 (UTC+8)
Abstract:	本研究藉由社會影響理論來探討連結強度、代言人之專業性與吸引力對社群媒體廣告成效之影響。擬採用實驗室實驗法，並利用兩階段方式進行。首先，本研究預計模擬真實的社群媒體情境與不同特徵之社群廣告(享樂/功能產品的社群廣告、高/低連結強度朋友、高/低專業性代言人、高/低外表吸引力代言人，各情境將分別隨機擇一出現)，進而衡量受試者的瀏覽行為、廣告態度與購買意願。其中，透過眼動儀設備自動偵測與記錄受試者的眼球凝視社群廣告的凝視時間與次數。第二階段，則是直接在Facebook平台中設計一個小程式(application)，藉此協助模擬社群廣告的真實情境，並隨之附加其朋友、代言人之名字，進而在受試者瀏覽社群廣告後，檢視他們的廣告態度。透過此議題的釐清，研究結果能有效協助了解社群廣告成效之理論與實務意涵，進而調整或篩選廣告的應用模式與方向。 This study used social influence theory to examine the effects of social tie, endorser expertise and physical attractiveness on social media advertising. The laboratory experiment method will be used to carry out the two step experiment. First, this study will simulate the real social media scenarios and different characteristics of social advertising (hedonic/ functional products; high/low tie strength; high/low endorser expertise; high/low physical attractiveness), and then measure the subject’s browsing behavior, advertising attitude and purchase intention after they saw the social advertising. We used eye tracker to detect and record the fixation length and times from each part on advertising. Second, we will further develop a program to randomly display advertising (either hedonic or utilitarian product) and tag their friend name or endorser name on Facebook, and then further examine their advertising attitude and purchase intention. By addressing these issues, the finding offer both theoretical and practical implications on social media as effective advertising media.
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