本文探討促發Facebook用戶對Facebook原生廣告產生反應之原因。Facebook原生廣告指：經由Facebook朋友推薦而顯示在個人Facebook動態時報中的廣告，Facebook猿聲廣告以不中斷用戶瀏覽動態時報的顯示模式，以降低其對廣告曝光的厭惡感。此外，本研究並以關係緊密度、識別重和、品牌知名度及涉入程度作為衡量變數，關係緊密度為Facebook用戶與推薦原生廣告的朋友之間互動緊密的程度、識別重合為Facebook用戶判斷推薦原生廣告的朋友與原生廣告相互特徵的重合程度、品牌知名度為Facebook原生廣告能讓Facebook用戶感知到的品牌知覺、涉入程度為Facebook用戶對Facebook原生廣告所宣傳的產品原先所具備的資訊量，以上述四項衡量構面，透過發放網路問卷，總共獲得有效問卷數量409份。

　　研究結果顯示，識別重合、涉入程度皆會正向影響Facebook原生廣告興趣，但關係緊密度與品牌知名度未具顯著效果。且本研究發現關係緊密度與識別重合、涉入程度與識別重和對Facebook原生廣告具有正向交互作用。研究結果的應用將論述管理意涵與未來研究建議。

This paper explores the reasons why Facebook users make response to Facebook native advertising. Facebook native advertising means that ads revealed on personal Facebook news feed and recommended by friends. This revealing pattern provide a new form of advertising that allows promotional information exposed to users without interrupting their online experience. And there are four constructs: Relationship closeness、Identity fusion、Brand awareness and Involvement.

　　Relationship closeness means the closeness between Facebook users and the friends who recommended native advertising. Identity fusion means a construct that relies on the distinction between the friends and native advertising. Brand awareness means the extent to which a brand recognized by potential customers, and is correctly associated with a particular product. Involvement means the level of a Facebook user interest in a certain product type. This paper takes advantage of the four constructs and receives 409 valid online questionnaires.

　　The results conclude that Identity fusion and Involvement have significant positive impact on Facebook native advertising. On the contrary, Relationship closeness and Brand awareness have no significant impact on Facebook native advertising. The results also show that Relationship closeness and Identity fusion、Involvement and Identity fusion have significant positive Interaction on Facebook native advertising. Managerial implications and recommendations for future research are provided.

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