品牌粉絲專業之社群情感氛圍初探

Abstract

過去層級效果模式之研究僅限於個體層次的探討，無法解釋在群體層次的社群環境中，廣告在人們口碑的推波助瀾下，衍生強烈的情感氛圍和行為意圖。此暗示社群情感氛圍是影響行為意圖之關鍵，但過去研究對於社群情感氛圍之概念，與其前因後果的探討仍十分匱乏。本研究應用情緒渲染和群體社會化理論，建構品牌粉絲專頁的「社群廣告－社群情感氛圍－行為意圖」之群體層次層級效果模式。結果證實，相較於平面廣告，瀏覽社群廣告會產生社群正/負向情感氛圍，而主要影響關鍵是社群廣告衍生的正/負面口碑。再者，比較個體和群體層級效果模式之廣告效果，顯示相較於平面廣告產生消費者情感對行為意圖之影響效果，社群廣告及衍生口碑產生社群情感氛圍對行為意圖之影響效果較強，尤其是社群負向情感氛圍對口碑意願之影響。

Previous studies on the Hierarchy-of-effects (HOE) model were only limited to the individual level. Related discussions, however, were failed to provide explanation at the group level, that is, the phenomenon of advertising, intensified by consumers' word-of-mouth (WOM), radiating massive affective tone and behavioral intentions on social media. This implies that social affective tone (SAT) is determinant for influencing the behavioral intentions of consumers. The discussion on the concept, the antecedent, and the consequence of SAT, however, have not been discussed sufficiently. This study constructed the HOE model on the group level of ''social advertising-social affective tone-behavioral intention'' for brand fan pages by applying the theory of emotional contagion and group socialization. The results show that compared to viewing print advertising, browsing social advertising will generate positive or negative SAT and the keys to the impact are positive or negative WOM derived from the social advertising. Furthermore, compared to the advertising effect of HOE model between individual and group level, the results show that compared to the influence of consumer affection derived from viewing print advertising on the behavioral intentions, the effect of influencing the customer's behavioral intentions through the SAT derived from browsing social advertising is stronger; specifically, the effect of negative SAT on the WOM intention.