| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 105 === Personalized advertising is a kind of commercial information, which provides personal relevant content to their consumers. Social media （such as Facebook）, one of the main platforms of personalized ads, serves as a special public context for them. This study, based on the heuristic-systematic model, aimed to explore the impaction of personalized ads' fit and consumers' impression motivation on their evaluation. Personalized advertising possessed additional social value by providing personal relevant content to consumers compared to the general commercial message. This additional social value is important for user's impression management goal in public social context. The fit between the message and the consumer would be an important information cue during information processing. Thus, in this research, impression motivation was seen as the main factor differing consumers' information processing paths to the personalized ads and the fit between the information and the consumer was an important information factor to be considered.
An experiment was executed to test the hypotheses. Although one of the manipulations （Social Observability in order to manipulate the impression motivation） was not succeeded, some interesting findings were also seen in the experiment. The results showed: regulatory focus fit in the advertising didn’t impact consumers’ evaluation significantly; however by raising users' pleasure and perceived information quality during the information processing, the perceived fit positively impact the attitude and engagement of the consumers; the different conditions of impression motivation did biased information processing path; there is an interaction effect to advertising attitude between the two main manipulate variables.
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