行動時代的到來為社群媒體帶來了發展的春天，原生廣告也隨之應運而生，成為備受社群媒體青睞的新興廣告形式。而在中國市場，WeChat與Weibo這兩大社群媒體自2012年起相繼推出了資訊流廣告服務，並不斷試水新的技術和表現形式。兩者的資訊流廣告在運作機制和表現形式上雖有所雷同，但仍各有特點，其中最主要的差異體現在廣告訊息的按讃者和按讃數量上。
因此，本研究以WeChat和Weibo為研究對象，援引推敲可能性模式理論，希望探究消費者在觀看WeChat和Weibo資訊流廣告時，是否會因為廣告訊息按讚者或按讚數量的不同，在品牌態度和購買意願上產生差異。
本研究採用實驗室實驗法，招募60名國立政治大學非傳播相關科系的大陸籍學生進行實驗。研究結果發現WeChat和Weibo的資訊流廣告訊息接收者在品牌態度和購買意願的形塑歷程上確實存在差異：就WeChat而言，廣告訊息可信度更能正向影響消費者的品牌態度和購買意願；就Weibo而言，感知按讃數量更能正向影響消費者的購買意願，但對品牌態度不構成顯著影響。 / Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for social media. In the China market, news feed ad, a major type of native advertising, has been very popular in WeChat and Weibo since 2012. Visually the native advertisement in these two social media seem pretty similar, but they have enough differences to make them different, particularly in the differences of likers and the number of likes on advertisement.
Using the Elaboration Likelihood Model (ELM) adopted by Harkins and Petty, this study focus on WeChat and Weibo and try to clarify the differences of consumer’s information processing, brand attitude and purchase intention between these two social media, which has various social tie strength. Adopting an laboratory experimentation, a total of 60 samples, participated in this study during January, 2017.
Finding of this study show the differences of brand attitude and purchase intention towards news feed ad when subjects are exposed to WeChat between Weibo. In WeChat, message credibility indicate more significant influence on the brand attitude and purchase intention towards native advertisement rather than perceived number of likes. Oppositely perceived number of likes positively influence on purchase intention towards native advertisement in Weibo.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0103464079 |
| Creators | 陳奕杭, Chen, Yihang |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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