台灣社交媒體廣告對消費者購買意願的影響

文化大學機構典藏 CCUR > 國際暨外語學院 > 全球商務學位學程 > 博碩士論文 > Item 987654321/50677

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題名:	台灣社交媒體廣告對消費者購買意願的影響 The Effects of Social Media Advertising on Consumer’s Purchase Intention iin Taiwan
作者:	白洛珊(Bolortsetseg Shurentsetseg)
貢獻者:	全球商務碩士學位學程碩士班
關鍵詞:	Online Advertising Instagram Ads Facebook Ads Online Purchase Intention 在線廣告 Instagram 廣告 Facebook 廣告在線購買意向
日期:	2022
上傳時間:	2023-02-09 10:23:16 (UTC+8)
摘要:	社交媒體越來越多地被用作營銷和廣告活動的平台。它還允許跨行業的公司直接與消費者在線互動，以推廣他們的產品和服務。因此，本研究旨在測試 Facebook 和 Instagram 之間的比較。這兩個主要的廣告（廣告）平台可以預測購買意圖並最好地吸引用戶的注意力。通過問卷調查收集定量數據。參與者從所有年齡組中隨機選擇了超過 336 人。性別表明來源的吸引力；更多的參與和來源專業知識顯著增加了台灣兩個平台上的消費者數量。因此，IBM SPSS 分析的受訪者總數是有效的。這項研究調查了在 Instagram 和 Facebook 上鍊接的績效衡量社交媒體廣告，以有效提高台灣消費者的購買意願。研究發現，使用社交媒體的人對廣告感興趣，但這取決於類別。因此，營銷人員需要根據性別、年齡和興趣選擇正確的目標。根據結果，女性是最容易影響兩個平台廣告的比例。此外，男性仍然受到少量影響。此外，平均34歲以下的人，更有可能被廣告吸引和購買。最後，通過更準確地了解 Facebook 和 Instagram 用戶在台灣的廣告效果，幫助營銷人員更好地細分和製定策略。 Social media is increasingly used as a platform for marketing and advertising activities. It also allows cross-industry companies to directly interact with consumers online to promote their products and services. Therefore, this research aims to test the comparison between Facebook and Instagram. These two major advertising (ads) platforms can predict purchase intentions and best attract users' attention. Quantitative data was collected through questionnaire surveys. Participants randomly selected more than 336 people from all age groups. Gender indicated the attractiveness of the source; more participation and source expertise significantly increased the number of consumers on the two platforms in Taiwan. Therefore, the total number of respondents analyzed by IBM SPSS is valid. This study investigated the performance-measured social media advertisements linked on Instagram and Facebook to effectively increase the purchasing intentions of Taiwanese consumers. The study found that people who are using social media, are interested in advertising but it depends on the categories. So, marketers need to select the right target based on gender, age, and interest. According to the results, females are the biggest percentage who can easily influence advertising on both platforms. Besides males are still influenced by a small amount. In addition, the average of people who are under the age of 34, is more possibility attracted and purchase from ads. Finally, the results help marketers can better segment and shape strategies by understanding Facebook and Instagram users’ effectiveness of advertising more accurately in Taiwan.
顯示於類別:	[全球商務學位學程] 博碩士論文

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