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研究生： 崔珺瑤
Cui, Jun-Yao
論文名稱： 社群平台原生廣告資訊之魅力要素研究
Research on the Charm Elements of Native Advertising Information on Community Platforms
指導教授： 何俊亨
Ho, Chun-Heng
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 工業設計學系
Department of Industrial Design
論文出版年： 2022
畢業學年度： 111
語文別： 英文
論文頁數： 174
中文關鍵詞： 社群平台 、原生廣告 、資訊呈現 、魅力工學
外文關鍵詞： Community Platform, Native Advertising, Information Presentation, Miryoku Engineering
相關次數： 點閱：172  下載：35 
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    • 如今網際網路發展已經進入成熟期，已經滲透進了人們生活的各個面向，隨著社群平台的興起，其逐漸成為使用者們不受空間限制隨時隨地獲取、分享、交流資訊的地方，並且社群平台的影響力已經涉及了許多面向的傳播領域，例如品牌營銷、消費者服務、客戶運營維護、新聞傳播等。社群平台的發展也推動了社群原生廣告的發展，社群原生廣告利用社群平台的開放性、分享性、參與性結合其本身的客製化資訊、視覺整合性、降低干擾性在社群平台取得了最佳的行銷效果。根據調查顯示，小紅書是目前中國大陸人們用得最多的發現新品牌、產品或其他有用資訊的社群平台。也有越來越多的企業、公司、廣告主選擇在小紅書投放原生廣告並取得了不錯的成效。
    因此，了解使用者對於社群原生廣告資訊之魅力偏好旨在降低原生廣告創作者創作難度，提升社群原生廣告之質量。然而目前關於社群平台原生廣告之相關研究並不多，聚焦於小紅書之原生廣告資訊之研究更是寥寥無幾。所以本研究從該類研究之缺口出發，進行社群平台原生廣告資料之彙整並利用魅力工學評價構造法訪談相關之高涉入使用者，歸納出社群原生廣告資訊魅力之六大抽象感受「直觀高效」、「真實可參考」、 「吸引嚮往」、「舒適自然」、「專業高級」、「驚艷好看」，接著透過問卷調查與數量化I類分析，得出六大抽象感受與社群原生廣告資訊魅力之相關程度，以及各項目（原始評價項目）及類目（具體評價條件）之影響權重。
    研究之結果可以提供給廣告主或是與廣告主合作之原生廣告創作者，幫助其更好的設計社群原生廣告資訊呈現方式，也可以作為對社群平台原生廣告資訊繼續研究之基礎，並將有助於社群行銷與商業發展。

    Nowadays, the development of the Internet has entered a mature stage and has penetrated into all aspects of people's lives. With the rise of community platforms, it has gradually become a place for users to obtain, share, and exchange information anytime, anywhere without the limitation of space. And the influence of the community platform has involved many communication fields, such as brand marketing, consumer service, customer operation and maintenance, news communication, etc. The development of community platforms has also promoted the development of community native advertising.Community native advertising utilizes the openness, sharing, and participation of the community platform, and combines its own customized information, visual integration, and reduced interference to achieve the best marketing effect on the community platform.According to the survey, Xiaohongshu is currently the most used community platform by mainland Chinese users to discover new brands, products or other useful information. There are also more and more enterprises, companies and advertisers who choose to place native ads on Xiaohongshu and have achieved good results.
    Therefore, understanding users' attractive preferences for community platforms native advertising information aims to reduce the difficulty of creating native advertising creators and improve the quality. However, there are not many related studies on native advertising on community platforms, and there are even fewer studies focusing on the original advertising information of Xiaohongshu. Therefore, starting from the gap in this type of research, this study collects community platforms native advertising data and uses Miryoku Engineering's Evaluation Grid Method to interview relevant high-involvement users, and summarizes six abstract feelings about the charm of community platforms native advertising information. Intuitive and Efficient", "Real and Reference", "Attract and Yearn", "Comfortable and Natural", "Professional and Advanced", "Stunning and Good Looking", and then through questionnaire survey and Quantitative Theory type I, six major The degree of correlation between abstract feelings and the charm of original advertising information on community platforms, and the influence weight of each item (original evaluation item) and category (specific evaluation conditions).
    The results of the research can be provided to advertisers or native ad creators who cooperate with advertisers to help them better design the presentation of community platforms native ad information, and can also be used as the basis for continued research on community platforms native ad information, and will contribute to community marketing and business development.

    摘要 i SUMMARY ii ACKNOWLEDGEMENTS iv TABLE OF CONTENTS v LIST OF TABLES x LIST OF FIGURES xii CHAPTER 1 INTRODUCTION 1 1.1 Research Background and Motivation 2 1.2 Research Purposes 6 1.3 Research Scope and Limitations 7 CHAPTER 2 LITERATURE REVIEW 9 2.1 Community Platform 9 2.1.1 Definition of Community Platform 9 2.1.2 Features of Community Platform 10 2.1.3 The Development Status of Community Platform 12 2.1.4 Brief Summary 13 2.2 Community Native Advertising 14 2.2.1 Definition of Native Advertising 15 2.2.2 Features of Community Native Advertising 16 2.2.3 The Presentation form of Community Native Advertising 17 2.2.4 The Dissemination of Community Native Advertising 21 2.2.5 Brief Summary 23 2.3 The Importance of Information for Community Native Advertising 23 2.4 Miryoku Engineering and Evaluation Crid Method 24 2.4.1 Miryoku Engineering 24 2.4.2 Evaluation Grid Method 25 2.4.3 Quantitative Theory type I 26 2.5 Brief Summary 27 CHAPTER 3 RESEARCH METHODS AND STEPS 29 3.1 Research Process and Steps 29 3.2 Pre-experiment 30 3.2.1 Questionnaire Content Design 31 3.2.2 High-involvement User Screening 33 3.3 Formal Experimentation and Analysis 35 3.3.1 Preparing for the Interview 35 3.3.2 Formal Interview 37 3.3.3 Overall Evaluation Grid Chart 41 3.4 Questionnaire Design and Survey 46 3.5 Brief Summary 47 CHAPTER 4 ANALYSIS AND DISCUSSION 48 4.1 Questionnaire Distribution to Obtain Quantitative Data 48 4.2 Analysis and Discussion of Quantitative Theory type I 49 4.2.1 The "Intuitive and Efficient" Attractive Factor of Native Advertising on Community Platforms 49 4.2.2 The "Real and Reference" Attractive Factor of Native Advertising on Community Platforms 51 4.2.3 The "Attract and Yearn" Attractive Factor of Native Advertising on Community Platforms 53 4.2.4 The "Comfortable and Natural" Attractive Factor of Native Advertising on Community Platforms 55 4.2.5 The "Professional and Advanced" Attractive Factor of Native Advertising on Community Platforms 57 4.2.6 The "Stunning and Good Looking" Attractive Factor of Native Advertising on Community Platforms 58 4.3 Positively Related Attractiveness Factor 60 4.4 Brief Summary 61 4.5 Interview Discovery and Discussion 62 CHAPTER 5 CONCLUSION AND SUGGESTION 65 5.1 Analysis Conclusion 65 5.1.1 The Conclusion of the Upper Abstract Feeling 66 5.1.2 The Relationship and Discussion Between the Median Item and the Lower Category 67 5.1.3 Brief Summary 73 5.2 Research Review and Follow-up Research Recommendations 74 5.3 Future Development Applications 75 REFERENCES 76 Appendix A中文論文 82 第1章 緒論 82 1.1 研究背景與動機 83 1.2 研究目的 86 1.3 研究範圍與限制 87 第2章 文獻探討 89 2.1 社群平台 89 2.1.1 社群平台之定義 89 2.1.2 社群平台之特性 90 2.1.3 社群平台之發展現況 91 2.1.4 小結 92 2.2 社群原生廣告 93 2.2.1 原生廣告之定義 94 2.2.2 社群原生廣告之特性 95 2.2.3 社群原生廣告之呈現型態 96 2.2.4 社群原生廣告之傳播 100 2.2.5 小結 101 2.3 資訊對於社群原生廣告之重要性 102 2.4 魅力工學與評價構造法 102 2.4.1 魅力工學 102 2.4.2 評價構造法 103 2.4.3 數量化理論I類 104 2.5 文獻探討小結 105 第3章 研究方法 107 3.1 研究流程與步驟 107 3.2 前置實驗 108 3.2.1 問卷內容設計 109 3.2.2 高涉入使用者篩選 110 3.3 正式實驗與分析 112 3.3.1 訪談前期準備 112 3.3.2 正式訪談 114 3.3.3 整體評價構造圖 118 3.4 問卷設計與調查 124 3.5 小結 124 第4章 分析與討論 126 4.1 問卷發放取得量化資料 126 4.2 數量化I類之分析與討論 126 4.2.1 社群平台原生廣告資訊呈現之「直觀高效」魅力因素 127 4.2.2 社群平台原生廣告資訊呈現之「真實可參考」魅力因素 129 4.2.3 社群平台原生廣告資訊呈現之「吸引嚮往」魅力因素 130 4.2.4 社群平台原生廣告資訊呈現之「舒服自然」魅力因素 132 4.2.5 社群平台原生廣告資訊呈現之「專業高級」魅力因素 133 4.2.6 社群平台原生廣告資訊呈現之「驚艷好看」魅力因素 134 4.3 正相關魅力因素 136 4.4 小結 137 4.5 訪談發現與討論 137 第5章 結論與建議 140 5.1 研究結論 140 5.1.1 上位抽象感受結論 141 5.1.2 中位項目與下位類目之間的關係與討論 142 5.1.3 小結 147 5.2 研究檢討與後續研究建議 148 5.3 未來發展應用 148 Appendix B 涉入程度之調查問卷 150 Appendix C 高涉入使用者之分數排序表 153 Appendix D 受訪者編號1之評價構造圖 155 Appendix E 受訪者編號2之評價構造圖 156 Appendix F 受訪者編號3之評價構造圖 157 Appendix G 受訪者編號4之評價構造圖 158 Appendix H 受訪者編號5之評價構造圖 159 Appendix I 受訪者編號6之評價構造圖 160 Appendix J 受訪者編號7之評價構造圖 161 Appendix K 受訪者編號8之評價構造圖 162 Appendix L 具體評價條件（下位）之簡化歸納 163 Appendix M 小紅書原生廣告資訊魅力因素問卷 168

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