Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators

• Main Authors: Lai, Yen-Tzu, 賴彥慈
• Other Authors: Shieh, Hwai-Shuh
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8be62b

碩士 === 國立交通大學 === 經營管理研究所 === 106 === Social network site advertising has become an essential component of marketer’s online multi-channel marketing mix. Therefore, it is critical to investigate the factors affecting the advertising outcome. In this study, we adopt the advertising value model of Ducoffe to analyze the antecedents of online community influencer advertising value. Further, we measure the moderating effect of persuasion knowledge and product involvement. This study conducts structural equation model analysis (SEM) to evaluate the effectiveness of the model. From the result, we confirm that content informativeness and entertainment affect consumer’s perceived influencer advertising value, leading to further influence toward consumer’s attitude-toward- the-ad (Aad) and purchase intention. The moderating effects of persuasion knowledge and product involvement are also proved. This research also provides insight into the application for the advertising industry, including advertisement content design, sponsorship disclosure, and personalized advertising.