社群網站已經成為行銷領域的重要課題，同時，社群網站的演算法、操作界面和隱私控制也不斷在調整，許多廣告商試圖尋找理想的社群網站行銷模式。儘管如此，研究結果仍未定論，對社群網站中影片廣告的關鍵成功因素更未經實證驗證。因此，本研究的目的是調查針對影片廣告購買意願的先行變數、中介變數、調節變數之相互關係。本研究共收集了444份有效的線上問卷樣本。使用偏最小平方(PLS)與變異數分析(ANOVA)來分析假設。研究結果指出，對社群網站影片廣告的認知價值，廣告態度和知覺行為控制對購買意願有直接影響。社會影響、隱私顧慮、產品類型和感知獨特性是強化知覺行為控制/廣告態度對購買意願影響力的重要因素。此外，此研究顯示，信息量是提高廣告效果的最重要因素，而感知利益相較感知犧牲對感知價值有更強的關聯性。

Social networking site (SNS) has become a crucial topic in the marketing field, meanwhile, the algorithm, interface and privacy control of SNS keep changing, many advertisers attempt to find an optimal model to conduct a marketing campaign on SNS. Nonetheless, the research result still remains inconclusive and a comprehensive understanding of critical success factor in SNS video advertising is yet to be empirically verified. Thus, the objective of this study is to investigate the interrelationship among the antecedent variable, mediator, moderator of purchase intention toward SNS video ads. In total, 444 valid online questionnaire samples were collected. Partial Least Square (PLS) and analysis of variance (ANOVA) were employed to analyze the hypotheses.
The results reveal that perceived valued, attitude toward SNS video ads, and perceived behavioral control have strong direct impacts on purchase intention. Social influence, privacy concern, product type, and perceived uniqueness are significant factors to strengthen the influence of perceived behavioral control/attitude toward SNS video ads on purchase intention. Moreover, this study has indicated that informativeness is the most salient factor to raise ad effectiveness, and perceived benefit has a stronger relationship with perceived value than perceived sacrifice.

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