是誰觸動我心：何種網路口碑傳播訊息類型最容易對閱\聽人造成廣告效果?
Who Touches My Heart:What kind of Internet Word-of-Mouth Messages is the most persuasive?

徐韻婷/劉廷君
Hsu,Yun-Ting/Liou,Tirng-Jyun

本研究欲以廣告效果（廣告認知、廣告態度、品牌認知、品牌態度及購買意願五大因素）之雙重中介假說模式為架構，將正面網路口碑傳播訊息套用在此模式中，並加入「內容形式」及「呈現方式」做為自變項，以探究不同網路口碑傳播訊息類型是否會在雙重中介假說模式下對閱\聽眾造成不同程度的廣告效果。研究發現，網路口碑傳播訊息之「呈現方式（附圖／純文字）」，確實會對閱\聽人之訊息認知產生不同程度的影響。

This research will apply positive Internet Word-of-Mouth to Dual Mediation Hypothesis Model, which is about advertising effects that contain advertising cognition, advertising attitude, brand cognition, brand attitude, and purchase intention. And we will use “Message Forms” and “Modalities” as independent variables in order to find out what is the most persuasive Internet Word-of-Mouth Message type. The research conclusion shows that Internet Word-of-Mouth Messages’ Modalities (Image/Text) will cause different cognitions.

訊息類型，網路口碑，廣告效果，雙重中介假說

Message type， Word-of-Mouth， Advertising effects， Dual Mediation Hypothesis Model

2009.07.08

已授權

聽人造成廣告效果.pdf