臺灣博碩士論文加值系統

病毒行銷廣告是一種特殊的廣告形式; 通常出現在病毒行銷競賽活動中。它利用社交媒體向消費者傳達一些廣泛的訊息，希望能增強消費者與品牌之間的關係。本研究重點在於如何清楚地表達一些如何影響消費者對於病毒行銷廣告的態度，這些元素例如訊息感知、娛樂感知、刺激感知、來源可信度感知和激勵感知等）。資料蒐集來自越南的350個樣本，並透過SPSS（社會科學統計軟體）中的皮爾生相關係數 (Pearson Correlation)、 回歸(Regression)和多元線性迴歸 (Multiple Linear Regression進行分析。結果顯示，訊息感知、娛樂感知，對來源可信度的感知與消費者對病毒行銷廣告的態度之間存在正相關。 此外，刺激感知，激勵感知和消費者對病毒行銷廣告的態度之間沒有相關關係。然而，消費者對於病毒行銷廣告(Viral Video Advertising, VVA)的態度是消費者購買意願產生積極影響的關鍵因素。

Viral Video Advertising is a special form of Advertising; usually appear in viral marketing campaign. It takes advantage of social media to convey widely message to the customer as well as enhance the relationship between the consumer and the brand. The research concerns on making clearly how some elements of attitude (Informativeness Perception, Entertainment Perception, Irritation Perception, Source Credibility Perception, Incentive Perception) affect to attitude of the customer towards Viral Video Advertising. The data had been collected from 350 samples in Viet Nam and analyzed by Pearson Correlation, Regression, and Multiple Regression in SPSS (Statistical Package for the Social Sciences) program. The result illustrates that there are positive relationships between Informativeness Perception, Entertainment Perception, Source Credibility Perception and the Attitude of the customer towards Viral Video Advertising. Besides, there is no relationship between Irritation Perception, Incentive Perception and the Attitude of the customer towards Viral Video Advertising. However, the attitude of the customer towards VVA is a crucial factor which positive impacts on Consumer Purchase Intention.

摘要...i
Abstract...ii
Acknowledgements...iii
Table of contents...iv
List of Tables...viii
List of Figures...ix
Chapter 1: Introduction...1
1.2 Research motivation...4
1.3 Problem statement...8
1.4 Purpose...8
1.5 Scope of research...9
1.6 Structure of research...9
Chapter 2 Literature review...11
2.1 Viral Video Advertising...11
2.2 Viral Video Advertising in Viet Nam...14
2.3 Social Media...16
2.4 Attitude of customer...18
2.4.1 Attitude...18
2.4.2 Customer’s Attitude...21
2.5 The factors of customer’s attitude...22
2.5.1 Informativeness Perception...22
2.5.2 Entertainment Perception...23
2.5.3 Irritation Perception...24
2.5.4 Source Credibility Perception...24
2.5.5 Incentive Perception...25
2.5.6 Consumer’s Purchase Intention...26
2.6 The related research...26
2.7 Summary of literature review...30
Chapter 3: Research Methodology...32
3.1 Research Framework...32
3.2 Research Hypothesis...33
3.2.1 The relationship between Informativeness Perception (IP1) and the Attitude of customer towards Viral Video Advertising (AV)...33
3.2.2 The relationship between Entertainment Perception (EP) and the Attitude of customer towards Viral Video Advertising (AV)...34
3.2.3 The relationship between Irritation Perception (IP2) and Attitude of customer towards Viral Video Advertising (AV)...35
3.2.4 The relationship between Source Credibility Perception (SCP) and the Attitude of customer towards Viral Video Advertising (AV)...35
3.2.5 The relationship between Incentive Perception (IP3) and the Attitude of customer towards Viral Video Advertising (AV)...36
3.2.6 The relationship between the Attitude of customer towards Viral Video Advertising (AV) and Purchase Intention (PI)...37
3.3 Research Method...37
3.4 Data Analysis...40
3.4.1 Reliability analysis...40
3.4.2 Pearson’s Correlation Analysis...41
3.4.3 Multiple Regression Analysis...42
Chapter 4: Research Results...44
4.1. Respondent’s demographics...44
4.1.1 Gender...44
4.1.2 Age...45
4.1.3 Occupation...46
4.1.4 Education...46
4.1.5 Monthly Income...47
4.2 Social media usage...49
4.2.1 Frequency of social media usage...49
4.2.2 Most used social networks...49
4.2.3 Purpose of using social media...50
4.2.4 Frequency of spending on social media...51
4.3 The awareness of Viral Video Advertising...52
4.4 Reliability Test...53
4.5 Pearson Correlation...54
4.5.1 The correlation between Informative Perception and the Attitude of customer towards Viral Video Advertising...56
4.5.2 The correlation between Entertainment Perception and the Attitude of customer towards Viral Video Advertising...57
4.5.3 The correlation between Irritation Perception and the Attitude of customer towards Viral Video Advertising...58
4.5.4 The correlation between Source Credibility Perception and the Attitude of customer towards Viral Video Advertising...59
4.5.5 The correlation between Incentive Perception and the Attitude of customer towards Viral Video Advertising...60
4.5.6 The correlation between the Attitude of customer towards Viral Video Advertising and Consumer’s Purchase Intention...61
4.6 Multiple Regressions...62
4.7 Regression...66
4.8 Summary of hypothesis testing...69
Chapter 5: Discussion and Conclusion...71
5.1 Summary of findings...71
5.2 Conclusion...74
5.3 Limitation...77
5.4 Recommendation...77
References...78
Appendix I – English Questionnaire...88
Appendix II: Vietnamese Questionnaire...96
Extended Abstract...104

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