新聞內容型態、產品屬性與贊助商揭露程度對原生廣告效果之影響

Abstract

原生廣告與媒體環境緊密結合的特性，使其成為廣告商主要選擇。而原生廣告發展至今，消費者對其贊助商揭露性質、特徵有更多體認，因此探討媒體環境與廣告訊息本身相互作用之效果更顯重要。本研究目的在於檢驗消費者對新聞平台中原生廣告之反應機制，藉由理解新聞內容型態與原生廣告產品屬性的相關性，以及贊助商揭露程度的高低對廣告效果之影響，探討較佳的原生廣告呈現形式。本研究採2（新聞內容型態：資訊導向 vs. 娛樂導向）x2（產品屬性：功利型 vs. 享樂型）x2（贊助商揭露程度：高 vs.低）三因子組間實驗設計，檢驗三者對廣告效果之影響，以及評價型說服知識在贊助商揭露程度與依變項（廣告態度、品牌態度、網站可信度）之間的中介效果。

研究結果顯示，（1）相較於資訊導向，娛樂導向的新聞內容型態會產生較佳的網站可信度；（2）相較於低的贊助商揭露程度，高的贊助商揭露程度會產生較佳的品牌態度；（3）在資訊導向的新聞內容型態中，功利型產品屬性會產生較佳的廣告態度；且在功利型產品屬性中，高的贊助商揭露程度會產生較佳的廣告態度；（4）評價型說服知識在贊助商揭露程度與網站可信度之間具有中介效果。

The inherent integration of native advertising with the media environment has made it a primary choice for advertisers. However, as native advertising has evolved, consumers have become more aware of its sponsor-disclosure characteristics and features. Consequently, exploring the effects of the interaction between the media environment and the advertising message itself has become increasingly important. The purpose of this study is to examine the mechanisms governing consumer responses to native advertising within news platforms. By investigating the relationship among news content types, native advertising product attributes, and the level of sponsorship disclosure, the research aims to uncover the influence of these factors on advertising effectiveness and explore optimal forms of native advertising presentation.This study adopted a 2 (News content: News-oriented vs. Entertainment-oriented) x2 (Product attributes: Utilitarian vs. Hedonic) x2 (Sponsorship disclosure level: High vs. Low) three factors between-subject experimental design, to explore the advertising effectiveness of these three factors. Also, this study examined the mediating effects of evaluative persuasion knowledge on relationships between sponsorship disclosure and dependent variables (Advertising attitudes, brand attitudes, and website credibility).The results showed that (1) Compared to news-oriented, entertainment-oriented news content leads to higher website credibility; (2) Compared to low sponsor disclosure, high sponsor disclosure leads to better brand attitudes; (3) In news-oriented news content, utilitarian product attributes lead to better advertising attitudes. Furthermore, within utilitarian product attributes, high sponsor disclosure results in better advertising attitudes; (4) Evaluative persuasion knowledge mediated the relationship of sponsorship disclosure with website credibility.