第五章 結論
第三節 研究限制與未來研究建議
在年齡分布上,此次的受測者相當符合目前 Facebook 與 Instagram 的使用者輪 廓,但由於職業都是學生,無法完全代表母體,因此本研究建議後續研究能將招
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過高廣告抗拒產生較低訊息涉入度,亦即 Facebook 廣告的高操弄意圖推論會引 發較低的訊息涉入度。但在Instagram 的部分,根據實驗結果,接收 Instagram 廣 告的消費者會因為低操弄意圖推論產生較高的訊息涉入度,但目前仍缺乏文獻解 釋為何低操弄意圖推論會使得訊息涉入度較高,這部份則需要透過後續研究來找 出可能的心理機制,以補目前研究之不足。
另外未來研究也可以針對不同的產品進行比較,以確定不同的產品類別是否 會造成研究結果的差異,或是針對 Facebook 與 Instagram 之外的社群 APP 平台 進行研究,以驗證本研究結果之有效性。
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附錄
附錄一 前測實驗物設計
第一個品牌訊息(甲組)
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第二個品牌訊息(乙組)
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附錄二 前測問卷
甲組前測問卷
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乙組前測問卷
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附錄三 正式實驗物
Facebook 第一個品牌訊息
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Facebook 第二個品牌訊息
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Instagram 第一個品牌訊息
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Instagram 第二個品牌訊息
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附錄四 正式實驗問卷
問卷一(Facebook:A、C、D 組)
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問卷二(Facebook:A、C、D 組)
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問卷一(Instagram:B、E、F 組)
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問卷二(Instagram:B、E、F 組)
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