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    Title: 探討情緒激發和新聞廣告一致性在線上新聞廣告中的影響
    Examining the Impact of Emotional Arousal and Message-ad Congruency in Online News Advertising
    Authors: 陳竣期
    Chen, Chun-Chi
    Contributors: 鄭濬浩
    Chung, June-Ho
    陳竣期
    Chen, Chun-Chi
    Keywords: 信息—廣告一致性
    感知干擾
    廣告效果
    情緒喚起
    線上新聞
    Message-ad congruency
    Perceived intrusiveness
    Ad effectiveness
    Emotional arousal
    Online news
    Date: 2024
    Issue Date: 2025-07-01 14:36:46 (UTC+8)
    Abstract: 儘管以往的研究在各種情境下考察了一致性對廣告效果的影響,但很少在線上新聞文章這一特定情境下探討這種現象,而在這一情境中,信息的傳遞和處理方式具有獨特性。為填補這一研究空白,本研究探討了線上新聞情境中信息—廣告一致性與廣告效果之間的關係。此外,我們還考察了感知干擾的潛在中介效應以及情緒喚起的調節中介效應。結果顯示,與主要信息(新聞內容)一致的廣告能引發對廣告和品牌更為積極的態度,而不一致的廣告則導致較為消極的態度。感知干擾在信息廣告一致性與廣告效果之間起中介作用。然而,情緒喚起的調節效應並不顯著。這些發現表明,在線上新聞情境中,信息廣告的一致性對於提升廣告效果至關重要。本文也討論了管理啟示以及情緒喚起的調節效應不顯著但具有指示性的原因,並為未來的研究方向提供了建議。
    While previous studies have examined the impact of congruency on ad effectiveness in various contexts, few have explored this phenomenon within the context of online news articles, where messages are delivered and processed uniquely. To address this research gap, this study investigates the relationship between message-ad congruency and ad effectiveness within the context of online news. Additionally, we examine the potential mediation effect of perceived intrusiveness and the moderated mediation effect of emotional arousal. The results reveal that advertisements congruent with the main message (news content) elicit more positive attitudes toward the advertisement and the brand, whereas incongruent advertisements lead to less favorable attitudes. Perceived intrusiveness mediates the relationship between message-ad congruency and ad effectiveness. However, the moderating effect of emotional arousal was not significant. These findings suggest that message-ad congruency is crucial for enhancing ad effectiveness in the context of online news. Managerial implications and the reasons for the insignificant yet indicative moderated effect of emotional arousal are discussed, providing directions for future research.
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    111351040
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111351040
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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