過去在廣告領域的相關研究中，對於廣告標題型態、廣告訴求形式以及自我參照，學者們皆有諸多的著墨，這些學術理論，在行銷領域中也有相當大的貢獻。隨著網際網路的普及，社群媒體不僅在個人生活中扮演重要角色，在業界，也成為品牌不可或缺的行銷工具之一。然而，過去研究的相關理論，多為針對傳統媒體，如電視廣告、報章雜誌等，對於這種新型態的社群媒體，如Instagram，並無太多相關文獻。因此，本研究希望能透過田野實驗的方式，實際將過去對於標題型態、訴求形式以及自我參照之研究理論，運用在品牌社群上，並進一步洞悉過去這些理論，在這種新型態社群媒體的適用性與溝通效果。



　　本研究將過去在廣告領域的研究中常見的幾個面向，統整成三個要素：1. 標題型態（完整標題/適度標題） 2. 訴求形式（理性訴求/感性訴求） 3. 自我參照（有/無使用自我參照），排列組合後撰寫八種不同情境之貼文，並收集發佈後五週之觸及人數及曝光次數，以迴歸分析之方式分析各項要素。本研究之主要結論如下：


一、當貼文首句使用「完整標題」時，貼文效果較佳
二、當貼文使用「理性訴求」時，貼文效果較佳
三、當貼文不加入自我參照之概念時，貼文效果較佳

In the past decade, there is lots of research in the advertising field, led by scholars, focus on the effectiveness of headline type, form of appeal and self-reference. These theories have also made considerable contributions in the field of marketing. With the popularity of the Internet, social media not only plays an important role in personal life, but also becomes an indispensable marketing tool for the brand in the industry. However, the relevant theories of past research are mostly directed at traditional media, such as TV commercials, newspapers and magazines, etc. There is not much relevant literature on this new type of social media, such as Instagram. Therefore, this study hopes to use the field experiment method to apply these research theories of headline type, form of appeal and self-reference to the brand community, and further understand the applicability of past theories and communication effectiveness in this new type of media.


　　This study integrates several aspects that were common seen in the field of advertising into three elements: 1. Headline type (complete title / moderate title) 2. Form of appeal (rational appeal / emotional appeal) 3. Self-referencing (With/without using self-referencing), compose and post eight different contextual posts, and collect post data for five weeks after releasing, and analyze the elements in a regression analysis. The main conclusions of this study are as follows:

1. When using the “complete headline”, the post effect is better
2. When using the “rational appeal”, the post effect is better
When the post don’t use the concept of self-reference, the post effect is better

中文文獻


1 蔡明達, & 劉宇傑. (2013). 網路品牌社群認同與投入對消費者行為之影響. 電子商務學報, 15(2), 295-317.
2 祝鳳岡. (1996). 廣告理性訴求策略之策略分析. 廣告學研究第八集. 台北: 國立政治大學廣告學系.
3 蔡進發, & 蕭至惠. (2015). 綠色廣告訴求, 自我參照, 綠色品牌態度, 綠色購買意願及消費者生態環境承諾程度之研究. 管理學報, 32(1), 85-108.



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