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    Title: 探討擬社會互動和網路外部性對 Instagram Reels 網紅業配廣告效果之研究—以廣告價值為中介
    Exploring the Effects of Parasocial Interaction and Network Externalities on Instagram Reels Influencer-Sponsored Ads: Advertising Value as a Mediator
    Authors: 白舒閔
    Pai, Shu-Min
    Contributors: 陳聖智
    Chen, Sheng-Chih
    白舒閔
    Pai, Shu-Min
    Keywords: 擬社會互動
    網路外部性
    廣告價值
    短影音
    網紅行銷
    廣告態度
    購買意願
    Parasocial interaction
    Network externalities
    Advertising value
    Short videos
    Influencer marketing
    Attitude toward ads
    Purchase intention
    Date: 2025
    Issue Date: 2025-08-04 15:14:29 (UTC+8)
    Abstract: Instagram作為當代重要的社群平台之一,企業、品牌紛紛在該平台投放各式各樣的廣告,期望藉此吸引消費者目光。過往研究較少將擬社會互動和網路外部性結合探討廣告效果,故本研究希望透過擬社會互動和網路外部性針對近年平台出現的新功能:Reels,結合網紅業配廣告,探討使用者對此社群平台投放的Reels網紅業配廣告所認知的廣告價值,並進一步討論其廣告效果。
    本研究以「擬社會互動」和「網路外部性」等自變項,測量Instagram使用者在使用此社群平台時,對Reels網紅業配廣告價值的認知,透過廣告價值來了解其對「廣告態度」以及「購買意願」等依變項的影響,並探討廣告價值的中介效果,進而檢視 Instagram Reels網紅業配廣告的廣告效果。
    本研究採網路問卷調查法蒐集樣本,共搜集370份有效樣本,測量Instagram使用者觀看此平台網紅Reels業配廣告時的感受。研究結果發現擬社會互動、網路外部性均對廣告價值產生影響,且廣告價值對廣告態度與購買意願也具正向顯著影響,並在擬社會互動和網路外部性對廣告態度、購買意願的影響過程中產生中介效果。
    As one of the most influential social media platforms today, Instagram has become a key advertising channel for companies and brands seeking to capture consumer attention. However, few studies have integrated parasocial interaction and network externalities to examine advertising effectiveness. This study explores the advertising value of influencer-sponsored Reels advertisements on Instagram—an emerging feature on the platform—through the lenses of parasocial interaction and network externalities.
    Based on a conceptual framework in which parasocial interaction and network externalities serve as independent variables, advertising value as a mediating variable, and advertising attitude and purchase intention as dependent variables, this study adopts an online survey method and collects 370 valid responses from Instagram users.
    The findings reveal that both parasocial interaction and network externalities positively affect advertising value. Furthermore, advertising value significantly influences users’ attitudes toward the ads and their purchase intention. The results also demonstrate that advertising value mediates the relationship between parasocial interaction, network externalities, and both advertising attitude and purchase intention.
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