原生廣告揭露對識別、消費者態度和行為意圖之影響──以華文入口網站為例

Effects of Native Advertising Disclosure on Advertising Recognition, Consumer Attitude, and Behavioral Intention: A Case Study of Chinese Portal Sites

本研究以華文的入口網站為研究對象，探討原生廣告的揭露特徵（語言屬性、揭露色彩、揭露文字）對廣告識別的影響，並以廣告可信度為中介變因，分析廣告識別效果對網路用戶的廣告態度、品牌態度、購買意願與分享意圖的影響。研究採用2×2×4受測者間實驗設計，分析了397位受測者（男生＝159、女生＝238）的研究資料，從中獲得三項主要的研究發現：其一，中文的「廣告」一詞與高彩度揭露標籤，可提供華文的網路用戶更佳的廣告識別效果；其二，廣告識別會誘發消費者的說服知識，而降低網路用戶的廣告態度、品牌態度、購買意願與分享意圖；其三，消費者的廣告識別會透過廣告可信度的中介效應，對廣告態度、品牌態度與分享意圖產生正向的影響。原生廣告以清晰的文字及顯目標籤作為揭露特徵，有助於消費者識別廣告意圖及強化廣告可信度，從而對後續的消費者態度與行為意圖產生正向的影響，這些研究發現可提供給華文地區的廣告主與網路媒體商，在擬定相關網路行銷策略時的參考依據。

This study investigated the effects of native advertising disclosure characteristics (language attribute, disclosure color, and disclosure word) on advertising recognition in the context of Chinese portal sites. Advertising credibility was treated as a mediator to analyze the effects of advertising recognition on internet user advertising attitude, brand attitude, purchase intention, and sharing intention. This study adopted a 2×2×4 between-subject experimental design, and the research data of 397 participants were analyzed (159 men and 238 women). Two main research findings were obtained. First, disclosure labels featuring the Chinese word“廣告”(guang gao; advertisement) and high chroma color were effective in helping Chinese-speaking internet users recognize the ad. Second, advertising recognition activated consumers’persuasion knowledge, thereby reducing their advertising attitude, brand attitude, purchase intention, and sharing intention. Third, advertising recognition positively influenced advertising attitude, brand attitude, and sharing intention through the mediation of advertising credibility. Native advertisements use clear text and prominent labels as disclosure features, which help consumers identify advertising intentions and strengthen advertising credibility, thereby having a positive impact on subsequent consumer attitudes and behavioral intentions. These findings can serve as a reference for advertisers and internet media providers in Chinese-speaking regions to develop online marketing strategies accordingly.