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篇名 你相信部落客嗎? 以文章性質和互動性高低探討部落客和粉絲間關係和可信度與廣告效果
Are bloggers trustworthy? Research on credibility, and advertising effects based on interactivity and types of postings
作者 許舒涵
中文摘要

本文以文章性質、互動性作為實驗操作,探討部落客臉書粉絲專頁貼文對於粉絲的影響,不同貼文類型對於部落客可信度、廣告態度、搜尋意願和購買意願的差異。透過線上實驗法使受測者瀏覽不同情境設計的貼文,以2(文章性質:業配文vs非業配文)X2(產品超連結:有vs無)X2(貼文評論數:高vs低)發展八個實驗情境。

研究發現文章性質與互動性會有交互效果且對廣告態度造成影響,但對可信度、搜尋意願和購買意願則無;而有超連結時,少評論組的廣告態度比多評論組好。另外,進行主要效果檢視時,發現單一因素:是否為業配文、有無產品超連結、評論數多少三者,對於可信度、搜尋意願和購買意願雖然會有影響,但是差 異均未達統計上的顯著水準。而依此研究結果,研究者建議之後研究可將資訊豐富程度和涉入度納入研究分析。

英文摘要

The research examines the influence of different Facebook blogger fanpages cause on users. Types of postings and interactivities are operated in the experiment to examine the difference that diverse posting types cause on credibility, advertising attitude,search intention, and purchase intention. The study developed a 2(payment vs non payment) X2 (hyperlink vs non hyperlink) X2(more comments vs rare comments) design to measure credibility, advertising attitude, search intention, and purchase intention. The result indicates that single factor doesn’t make obvious difference on those four dependent variables. However, it shows that there is an interactive effect between “payment or not”, “have hyperlink or not” as well as “comment amount” if analyzed by 3-way ANOVA, and these three relevant factors is significant to advertising attitude but not significant to credibility, search intention and purchase intention.

中文關鍵詞 口碑與置入性行銷、互動性、可信度、廣告效果
英文關鍵詞 advertisement effect、credibility、interactivity、Online word-of-mouth
發表日期 2016/06/17
授權狀況 已授權
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