| Summary: | 碩士 === 中原大學 === 商業設計研究所 === 98 === In the age of Web 2.0, social network service is emphasizing more power on the community, so it has become a new battleground of Internet advertising. In the form of Internet advertising, how to achieve the desired advertising effect while retaining a sense of the pleasure of browsing, is the challenge of social network services. This study’s target is to analyze the social network service advertising, the attitude of users, evaluation of its advertising, and understanding the user attributes of the advertising effect. This study analyzed the social network service’s advertising through the literature reviews and surveys of users in Taiwan. It concluded the SNS advertising’s forms with banner, rich media ads, text ads, widget, product placement ads, display ads, word-of-mouth-marketing, and analyzed with t test, one-way ANOVA, and multiple regression analysis to find out the user’s attitude between the various forms of advertising and user attributes to its effect. The results for these seven styles of advertising performance ranking of the average score is rich media advertising, word of mouth marketing, display ads, product placement ads, widget, banner, and text ads. User attributes will effect some advertising effectiveness, the results are as follows:
1. Different gender and number of persons friends list didn’t have significant difference on advertising effectiveness.
2. Product placement ads in the interference of different ages, having significant differences on advertising effectiveness. The lower ages leads to the higher evaluation of the product placement ads.
3. Display ads in different occupational interference had significant differences on advertising effectiveness, students are more involved than the public interest.
4. The banner’s advertising effects in different time of using SNS had significant differences. The user use SNS the longer in daily life, the lower evaluation with banner and display ads.
Social networking services and advertising design need to mention with simple guidelines, and keep the eye-catching performance degree, and strengthen the interaction between products and users in order to attract the user's interest to participate. The research will provide to the marketing planner and designers with a variety of thinking.
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