Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators
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 Duc...
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ndltd-TW-106NCTU54570202019-05-16T00:22:51Z http://ndltd.ncl.edu.tw/handle/8be62b Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators 以廣告價值模型探討線上社群影響者廣告效果——說服知識及產品涉入作為調節變數 Lai, Yen-Tzu 賴彥慈 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. Shieh, Hwai-Shuh 謝懷恕 2018 學位論文 ; thesis 45 en_US |
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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.
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author2 |
Shieh, Hwai-Shuh |
author_facet |
Shieh, Hwai-Shuh Lai, Yen-Tzu 賴彥慈 |
author |
Lai, Yen-Tzu 賴彥慈 |
spellingShingle |
Lai, Yen-Tzu 賴彥慈 Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators |
author_sort |
Lai, Yen-Tzu |
title |
Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators |
title_short |
Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators |
title_full |
Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators |
title_fullStr |
Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators |
title_full_unstemmed |
Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators |
title_sort |
using advertising value model to investigate online community influencer advertising effect - persuasion knowledge and product involvement as moderators |
publishDate |
2018 |
url |
http://ndltd.ncl.edu.tw/handle/8be62b |
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