社群平台的興起，成為使用者隨時獲取以及分享資訊的重要管道，並且帶動社群原生廣告的發展。社群原生廣告取代了以往傳統的電視、平面廣告，改變了使用者觀看廣告的模式。不僅如此，使用者透過分享社群原生廣告加速品牌訊息的傳播。因此，瞭解使用者對原生廣告的知覺價值旨在提高品牌被選擇的機會。然而，目前國內對於探討社群原生廣告的相關研究並不多，聚焦於廣告知覺價值與分享意願的研究更少。因此，本研究將以問卷調查法，以瞭解社群原生廣告知覺價值對使用者分享意願的影響情形。

運用網路問卷調查法，共回收359份有效問卷。研究結果發現，社群媒體原生廣告知覺價值各構面對於使用者分享意願的影響，整體趨於中上程度。而各構面間以原生廣告內容知覺價值各構面影響最高。

With the rise of the social community, the social community not only become the main channel of obtaining, sharing information, and also drive the development of social native advertising. Native advertising replace the television and print advertising, become the main mode to watch advertising. Through users sharing information cascades in the social community with native advertising, not merely make information spread faster, but enhance of the brand. Therefore, to understand the users perceived value of social native advertising is the key to promoting the brand. However, relevant research to investing the social native advertising is not much information, focus on users perceived value of advertising in less. Therefore, this study will through the questionnaire survey to understand the impact of its sharing intention of users.

Questionnaire investing was applied as the research method and there were 359 effective questionnaire returned. The findings are shown as following: the impact level of all perceived value of social media native advertising on the users’ sharing intention tends to be above the average. The impact of “perceived of content”is higher than “perceived of platform”.

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