The Effect of News Contents on Websites, Advertising Involvement, and Need for Cognition on Native Advertising Effectiveness

• Main Author: 蔡偉民
• Other Authors: 蔡進發
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/90145796940094030762

碩士 === 國立嘉義大學 === 企業管理學系 === 105 === With the developed technology and the popularity of internet usage rate, it is prevalent for sellers to play their own product advertising on the websites to achieve the effectiveness of advertisement. Recently, native advertising is a highly discussed issue. Yahoo, the leading digital media leader in Taiwan, has provided the native advertising services officially in August, 2014. We know that native advertising is an irresistible trend in the method of the internet marketing obviously. Goldberg and Gorn (1987) have conducted research on the impact of happiness and sadness programs on advertising. However, there’s no study through native advertising related this issues. Therefore, from this point, this study explores to discuss which one will have a better effect of advertising when native advertising is used under happy and sad situations. In addition, this study explored not only the news web-page contents but also the influence of the relationship between the degree of involved advertising and the cognition demand to the effect of native advertising. This study was mainly through Mysurvey questionnaire system. It adopted survey research method conducted to college and graduate students randomly through Facebook, Line, other online software and social websites. After the questionnaires were collected, SPSS was used as the analysis tool. This study carried out data analysis and validation of the inferences and assumptions according to recovering the data of valid samples. There were 54 valid questionnaires on the pre-test and there were 35 questionnaires retrieved. 324 formal questionnaires were distributed and 300 questionnaires retrieved. On the pre-test, it adopted a single sample t-test to identify news web-page contents (divided into happy / sad) whether or not on the success of situational manipulation. Through independent sample t-test, it adopted formal test to verify news web-page contents(divided into happy / sad) , involved advertising, the cognition demand to the effect of native advertising. The verification result showed: (A) The web-page news contents for the happy news could lead to the better effect of advertising easier than the bad news. (B) The higher degree of involved advertising could lead to the better effect of advertising than the lower degree of involved advertising. (C) The higher cognition demand is high could lead to the better effect of advertising than the lower cognition demand. Finally, completing the practical management is meant to provide online shopping industry and the scholars a reference when they are planning policies or researches on native advertising.