近年來社群媒體興起,抖音在 2018 年超越 Facebook、Instagram 等社 群應用 APP ,本研究主旨為探討抖音 APP 中不同廣告類型與廣告一致性之 廣告效果,並以一致性理論為理論基礎,執行一個 3 ( 廣告類型 : 產品影音 廣告 vs. 促銷影音廣告 vs. 企業形象影音廣告 )x 2 ( 產品類型一致性:一致 vs. 不一致 ) 的組間實驗。試圖去探討當抖音前後使用者內容與中間產品類型 廣告之一致性,是否會產生較高的廣告效果。
研究結果顯示, (1) 與前後抖音短視頻 ( 使用者內容 ) 產品類型一致的廣 告相較於不一致的廣告會產生較高的品牌態度; (2) 與前後抖音短視頻 ( 使用 者內容 ) 產品類型一致的企業形象影音廣告相較於不一致的企業形象影音廣 告會產生較高的品牌態度; (3) 與前後抖音短視頻 ( 使用者內容 ) 產品類型一 致的促銷影音廣告相較於不一致的廣告會產生較高的購買意願。

關鍵詞:抖音、社群媒體、社群廣告、一致性、使用者內容、購買意願、品牌態度 

In the digital age, social media has become an important role in our life. Tik Tok is a social media that download number exceeds Facebook and Instagram in 2018. The purpose of the current research is to explore the effects of Ads type on Tik Tok, congruency between user-generated content and Ads on Tik Tok. The theoretical foundations draw on the consistency theory formula. A 3 (types of Tik Tok ads: product video ads vs. promotional ads vs. corporate image ads)x2 (consistency : with consistency & without ) between-subject design was conducted to see if the types of Tik Tok ads and consistency could effects the advertising effects. The results of the study show that (1) compare to inconsistent, the advertisements that are consistent with the short-and-forward video (user - generated-content) leads to higher brand attitudes; (2) compare to inconsistent corporate image advertisements, consistent with the short-and-forward video (user-generated-content) leads to higher brand attitudes; (3)compare to inconsistent promotional advertisements, consistent with the short-and-forward (user-generated-content)leads to higher willingness to purchase.