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研究生: 李玟嫻
Li, Wun-Sian
論文名稱: Podcast廣告特質對消費者廣告態度與購買意圖影響之研究
A Study of Influences of Podcast Advertisement Characteristics on Attitude toward Advertisement and Purchase Intention
指導教授: 周世玉
Chou, Shih-Yu
口試委員: 杜蕙生
Tu, Huei-Shen
洪秀瑜
Hung, Hsiu-Yu
周世玉
Chou, Shih-Yu
口試日期: 2022/07/21
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 39
中文關鍵詞: Podcast廣告特質廣告態度購買意圖
英文關鍵詞: advertising characteristics, advertising attitudes, purchase intention
DOI URL: http://doi.org/10.6345/NTNU202200969
論文種類: 學術論文
相關次數: 點閱:255下載:61
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  • 本研究探討Podcast形象一致性、廣告訊息含量和品牌與消費者關係這三項廣告特質是否會影響廣告態度,以及是否會進而影響購買意圖。近兩年,Podcast在台灣被大眾熟知,隨著Podcast節目與收聽人數越來越多,品牌也開始透過與Podcast節目合作廣告來宣傳產品,此方式與目前品牌使用在社群媒體上的網紅行銷方式類似。然而過往社群媒體領域的學術研究較少研究以聆聽的方式進行廣告訊息傳遞,因此本研究以
    Podcast這個新的媒體管道進行探討,並透過此研究結果了解消費者對Podcast廣告的廣告態度以及購買意圖。本研究是為讓品牌評估在使用Podcast節目進行廣告宣傳產品時,該如何透過設計不同的廣告內容來使消費者產生正向的廣告態度,另外也可以讓品牌了解廣告態度是否會影響購買意圖,讓品牌可以在行銷方式選擇上有更實證的研究做為基礎。
    本研究以線上問卷進行實證研究,透過問卷之情境設計來探討本研究之研究問題,本研究探討的品牌類別為金融投資產品,因此問卷選擇的Podcast節目與品牌皆為金融投資產品相關。而研究結果顯示,品牌及Podcast節目之形象一致性、廣告訊息含量和品牌與消費者關係皆會正向影響廣告態度,此外,廣告態度也會正向影響購買意圖,而其中只有品牌消費者關係會直接影響消費者購買意圖。

    This study examines whether three advertising characteristics, including congruence, ad-vertising message informativeness and brand-consumer relationship influence advertising atti-tudes and purchase intention. In the past two years, Podcasts have become well-known in Tai-wan. With the increasing number of Podcast programs and listeners, brands have begun to promote products through co-advertising with Podcast programs. However, in the past academ-ic research in the field of social media, few studies have carried out advertising message trans-mission by listening.Through the results of this study, we can understand consumers' advertis-ing attitude and purchase intention towards podcast ads. The purpose of this study is to allow brands to evaluate how to design different advertising content to make consumers have a posi-tive advertising attitude when listening to Podcasts advertisement. In addition, brands can un-derstand whether advertising attitude affect purchase intention so that brands can base their marketing choices on more empirical research.
    This research uses an online questionnaire to conduct empirical research, and explores the research questions of this research through the contextual design of the questionnaire. The brand category discussed in this research is financial investment products, so the Podcast pro-grams and brands selected in the questionnaire are all related to financial investment products. The research results show that brand and congruence, advertising message informativeness, and brand-consumer relationship all positively affect advertising attitudes. In addition, advertis-ing attitudes also positively affect purchase intentions, and only brand-consumer relationship It will directly affect consumers' purchase intention.

    第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與研究目的 2 第三節 論文結構 3 第二章 文獻探討 4 第一節 播客簡介與廣告 4 第二節 PODCAST廣告態度之前置影響變數 6 第三節 PODCAST廣告態度與購買意圖 9 第三章 研究設計 11 第一節 研究假說與架構 11 第二節 研究變項之定義與衡量 12 第三節 問卷設計與資料蒐集計畫 15 第四節 統計分析工具 15 第四章 結果與分析 19 第一節 敘述性統計分析 19 第二節 信效度分析 23 第三節 結構方程式模型分析 25 第五章 結論與建議 30 第一節 研究結論 30 第二節 管理意涵 31 第三節 研究限制與未來研究建議 33 參考文獻 34 附錄(問卷調查) 38

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