隨著社群媒體的迅速發展，廣告內容已成為企業吸引消費者與提升品牌影響力的重要工具。相較於傳統媒體，社群媒體廣告具備高度互動性、即時性與個人化特質，使其在行銷溝通上展現出顯著優勢。然而，現有文獻多聚焦於單一內容構面對消費者行為的影響，較少從整體架構系統性探討不同內容特徵對消費者知覺價值與行為意圖之影響機制。
本研究以S-O-R（Stimulus-Organism-Response）模型為理論基礎，建立一整體研究架構，將社群媒體廣告內容中的五大構面——美學設計、自我一致性、資訊有用性、易用性與資訊完整性視為外部刺激（S），探討其對消費者知覺價值（O）之影響，並進一步分析知覺價值對回購意願、正面的電子口碑意向與顧客參與行為意向等三種行為反應（R）之影響。本研究透過問卷調查法蒐集407份有效樣本，並以PLS-SEM（Partial Least Squares Structural Equation Modeling）進行資料分析與模型驗證。
研究結果顯示，自我一致性、易用性與資訊完整性三項廣告內容構面對知覺價值具有顯著正向影響，其中自我一致性為最具影響力之構面；知覺價值則對三項行為意圖皆呈現高度顯著正向關係，確認其於S-O-R模型中具關鍵中介角色。反觀，美學設計與資訊有用性雖具正向路徑係數，惟未達統計顯著水準，顯示其效力可能受限於情境因素或受眾特性。此外，本研究亦於模型修正過程中發現資訊完整性構面有三題刪除，最終僅保留兩題，為模型測量之限制之一。
本研究理論上強化S-O-R模型中價值導向路徑之實證基礎，補足過去僅聚焦單一內容特徵與單一行為結果之侷限；實務上則可提供企業於社群媒體廣告內容設計上之策略依據，協助行銷人員釐清不同內容要素對消費者價值感知與後續行為的驅動效果。最後，本研究亦針對構面設計、樣本來源與研究方法等面向提出未來研究之建議，以利後續學術與實務應用之深化。

With the rapid growth of social media, advertising content has become a vital tool for brands to attract consumers and enhance their influence. Compared to traditional media, social media ads offer greater interactivity, immediacy, and personalization, making them more effective in marketing communication. However, previous research has mostly focused on individual content elements, lacking a comprehensive understanding of how various content features jointly affect perceived value and consumer behavior.This study adopts the Stimulus-Organism-Response (S-O-R) model to construct an integrated framework, examining five content dimensions of social media advertising—aesthetic design, self-congruence, informational usefulness, ease of use, and information integrity—as external stimuli (S). Their impacts on consumers’ perceived value (O) and subsequent behavioral responses (R), including repurchase intention, positive electronic word-of-mouth (eWOM), and customer engagement, are analyzed.Using 407 valid responses collected via survey, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. Results indicate that self-congruence, ease of use, and information integrity significantly influence perceived value, with self-congruence having the strongest effect. Perceived value, in turn, shows strong positive effects on all three behavioral intentions. In contrast, aesthetic design and informational usefulness show no statistically significant impact. The study also notes limitations in measuring information integrity due to item reduction during model refinement.The findings reinforce the role of perceived value as a key mediator and offer practical insights for marketers to design more effective social media advertising content.

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