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| 題名: | 網路迷因廣告之幽默性是否能影響消費者購買之意願
Humor in Internet Meme Advertising: Impact on Consumer Purchase Intention |
| 作者: | 劉慶安
LIU, CHING-AN |
| 貢獻者: | 全球品牌與行銷碩士在職學位學程 |
| 關鍵詞: | 網路迷因
幽默廣告
品牌態度
購買意願
SOR理論
消費者行為
internet meme
humorous advertising
brand attitude
purchase intention
stimulus-organism-response
consumer behavior |
| 日期: | 2024 |
| 上傳時間: | 2024-12-02 11:32:31 (UTC+8) |
| 摘要: | 本研究旨在探討幽默性網路迷因(internet meme)廣告對消費者品牌態度(brand attitude)與購買意願(purchase intention)的影響。基於刺激—有機體—反應(SOR)理論框架(stimulus-organism-response)，以幽默性網路迷因廣告為自變項，品牌態度為中介變項，購買意願(purchase intention)為依變項，建構研究模型並提出研究假設。研究假設為：H1：幽默性網路迷因廣告對品牌態度有正向影響；H2：品牌態度對購買意願有正向影響；H3：幽默性網路迷因廣告對購買意願有直接正向影響；H4：品牌態度在幽默性網路迷因廣告與購買意願之間具有中介效果。採用問卷調查法，針對台灣地區LINE、Facebook與Instagram用戶進行施測，有效樣本490份。研究結果顯示，幽默性網路迷因廣告能顯著提升品牌態度(β=0.699, p<0.001)，而品牌態度則正向影響購買意願 (β=0.84, p<0.001)。幽默性網路迷因廣告對購買意願也有直接正向影響(β=0.677, p<0.001)。品牌態度在幽默性網路迷因廣告與購買意願間扮演顯著部分中介角色 (z=18.019, p<0.001)。本研究證實了幽默性網路迷因廣告能顯著提升品牌態度，直接及間接地增強消費者的購買意願，並展示了品牌態度在此過程中的關鍵中介作用。
This study aims to investigate the impact of humorous internet meme advertise-ments on consumers' brand attitude and purchase intention. Based on the Stimulus-Organism-Response (SOR) theoretical framework, a research model is constructed with humorous internet meme advertisements as the independent variable, brand atti-tude as the mediating variable, and purchase intention as the dependent variable. The research hypotheses are: H1: Humorous internet meme advertisements have a positive effect on brand attitude; H2: Brand attitude has a positive effect on purchase intention; H3: Humorous internet meme advertisements have a direct positive effect on purchase intention; H4: Brand attitude mediates the relationship between humorous internet meme advertisements and purchase intention. A questionnaire survey was conducted among LINE, Facebook, and Instagram users in Taiwan, with 490 valid samples col-lected. The results show that humorous internet meme advertisements significantly en-hance brand attitude (β=0.699, p<0.001), while brand attitude positively influences purchase intention (β=0.84, p<0.001). Humorous internet meme advertisements also have a direct positive effect on purchase intention (β=0.677, p<0.001). Brand attitude plays a significant partial mediating role between humorous internet meme advertise-ments and purchase intention (z=18.019, p<0.001). This study confirms that humorous internet meme advertisements can significantly improve brand attitude, directly and in-directly enhancing consumers' purchase intention, and demonstrates the crucial mediat-ing role of brand attitude in this process. |
| 顯示於類別: | [全球品牌與行銷碩士在職學位學程] 博碩士論文
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