| Summary: | 碩士 === 國立聯合大學 === 資訊與社會研究所 === 99 === The aim of this research is to explore the impact of word-of-mouth from audiences on Hakka Television commercials with the use of Media Richness Theory (MRT) and perceived usefulness, perceived ease of use in Technology Acceptance Model (TAM) as foundations. It not only shows a strong relativity between the audiences’ feedback and the impact of word-of-mouth, but reveals that the dependence level on Television is crucial to word-of-mouth in terms of audiences. In addition, this study also has further research on audiences’ properties and demands for Hakka advertisements through Confirmatory Factor Analysis (CFA) and Correlation Analysis (CA).
This research is based on media richness of Hakka advertisements --- immediate feedback, transmission multithreading, language diversity and individual levels, and has a great effect on perceived usefulness, perceived ease of use. Therefore, it is crucial for audiences whether the advertising content management and its design can immediately provide the useful information or not. Furthermore, since the levels of audiences’ dependence on the intention of advertisement can affect audiences’ watching willingness, this research also investigates whether audiences’ attitudes can directly influence the word-of-mouth after watching advertisements. The major finding of this research indicates that fulfill audiences’ audio-visual requirements can effectively promote television audience measurement and their watching willingness; even keep Hakka culture for generations.
Besides, another major finding of this research is that in TAM, the influential factors in perceived usefulness are transmission multithreading and individual levels, and in perceived ease of use are transmission multithreading, language diversity and individual levels. Perceived usefulness, perceived ease of use and audiences’ feedback has significantly mutual effects. Furthermore, according to the concept of “dependence” extracted from The Media System Dependency Theory, the result also shows that both transmission multithreading and individual levels have positive effect on dependency. Even the impact of word-of-mouth has strongly positive relativity with audiences’ feedback, perceived usefulness and dependency.
Instructional implication for Council for Hakka Affairs, Executive Yuan is to apply the research findings to design a Hakka advertisement, for improving drawbacks, enhancing word-of-mouth levels, increasing audiences’ familiarity and learning willingness with Hakka’s culture. With the result of this research, it suggests to be used as a reference and application for future researchers.
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