社群網站是現今網路使用者最常使用的網站之一，人們藉由社群網站和社群成員交流互動與傳遞訊息，其中Facebook為全球最大社群網站，目前擁有超過14億的會員數。然而，網路廣告無所不在，社群網站上也無可避免地充斥各式廣告，但社群網站的本質為提供使用者互相交流的平台，過多的廣告會讓使用者感到干擾與厭煩。
　　因此，本研究從廣告態度著手，探討社群網站中使用者廣告態度的影響因素，並檢視其廣告效果，除此之外，亦設法創造社群網站中使用者較能接受的廣告模式與機制。社群網站以Facebook為研究平台，廣告態度影響因素包含廣告版位、廣告型態、版位選擇機制認知與社群推薦機制認知，廣告效果以點擊廣告的意圖為衡量方式，並探討兩種機制的干擾效果。
　　本研究使用3×2實驗設計，即3種不同的廣告版位與2種不同的型態，其餘構念採用李克特七點尺度衡量，實驗方法為設計一個模擬的Facebook網站並呈現各種廣告。本研究最終蒐集到337份有效樣本，分析方式採用共變數分析與結構方程模型，分析結果顯示廣告版位、廣告型態、版位與型態的交互作用、社群推薦機制認知均對社群網站中使用者的廣告態度有顯著影響，而廣告態度亦對點擊意圖有正向影響，但版位選擇機制認知對廣告態度與點擊意圖皆沒有任何影響。

Social network sites (SNS) is now one of the most frequently used site for internet users, people use SNS for interacting with community members and passing messages. Among them, Facebook is the largest SNS in the world, and has more than 1.4 billion members currently. However, internet advertising is everywhere, SNS also filled with many kinds of ads inevitably. But the essence of SNS is to provide users with a platform for interacting, too much advertising would cause users feel disturbed and annoying.
Therefore, this study explore the factors that influencing the attitude toward the ad in the SNS, and examine its advertising effectiveness. In addition, this study also seek to create a more acceptable advertising model and mechanism for SNS users. We use Facebook as SNS research platform, factors that influencing attitude toward the ad contain advertising position, advertising type, perception of position selection mechanism and perception of social recommendation mechanism. Advertising effectiveness is measured by click intention, and also investigate the moderating effect of two mechanisms.
In this study, 3 × 2 experimental design is used, namely three different advertising positions with two different types, the remaining constructs are measured by Likert 7-Level scale. Experimental method is to design a simulation Facebook site and present variety of ads on it. Finally, a total of 337 effective questionnaires were collected, and use ANCOVA and structural equation modeling for data analysis. The results show that advertising position, advertising type, interaction of position and type, perception of social recommendation mechanism all have significant impact on attitude toward the ad, and attitude toward the ad also has a positive effect on click intention, but perception of position selection mechanism has no impact on attitude toward the ad and click intention.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
表次 vii
圖次 viii
第一章　緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章　文獻探討 6
第一節 網路廣告(Internet Advertising) 6
第二節 廣告效果(Advertising Effectiveness) 9
一、層級效果模式(The Hierarchy of Effects Model) 9
二、廣告效果的影響因素 10
第三節 廣告態度(Attitude toward the Ad) 15
第四節 廣告規避(Advertising Avoidance) 17
第五節 廣告與社群 18
第三章　研究方法 19
第一節 研究模型 19
第二節 研究假說 19
一、廣告版位、廣告型態與廣告態度 19
二、廣告態度與點擊意圖 21
三、版位選擇機制 21
四、社群推薦機制 23
第三節 操作型定義 23
第四節 研究設計 24
一、研究對象 24
二、實驗及問卷設計 25
三、前測與資料蒐集 29
第四章　資料分析 30
第一節 樣本基本資料分析 30
第二節 模型及假說驗證 32
一、共變數分析(ANCOVA) 32
二、結構方程模型(SEM) 38
三、研究模型分析結果 45
第五章　結論與建議 47
第一節 研究結果及討論 47
一、廣告版位、廣告型態與廣告態度的關係 47
二、廣告態度與點擊意圖的關係 48
三、版位選擇機制 48
四、社群推薦機制 49
五、性別 50
第二節 理論及實務意涵 51
一、理論面 51
二、實務面 51
第三節 研究限制 52
第四節 未來研究方向 54
參考文獻 55
【附錄一】廣告版位示意圖 65
【附錄二】贊助型廣告組別使用之廣告 66
【附錄三】正式問卷 67

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