近年，原生廣告深受廣告主喜愛投放於各網頁、APP 上，逐漸取代傳統僵化形式的數位廣告。由於原生廣告能自然與網頁之內容融合，並讓使用者誤以為是媒體內容，因而比起傳統數位廣告有較高的機會受到點擊。但由於原生廣告頻繁出現於各網路平台，也可能使消費者產生厭煩感，進而影響消費者的態度與行動。本研究以台灣具一定影響力的社群論壇——Dcard 為例，探討其原生廣告之效果，分析使用者對原生廣告操縱意圖之感知對品牌態度、購買意願、廣告的避免行為之影響，以及廣告內容一致性是否居中調節，並產生交互作用。研究採網路調查法，共蒐集 297 份有效問卷，分析結果顯示：（1）使用者對廣告操縱意圖之感知確實影響品牌態度、購買意願以及使用者對廣告的避免行為；（2）廣告內容一致性對品牌態度、購買意願以及使用者對廣告的避免行為之調節效果並不顯著。

 Recently, we can see native advertise on variable website, application and community forum. As native advertise can be seen as a part of the media content, people click on it easily than traditional digital advertise. However, the cunning way of advertise which was seen through by lot of internet users could make users annoying, and affect their attitude or action to brand or products. Through this study, we want to explore the effect of native advertising on Dcard in Taiwan by online survey. There are 297 valid questionaires of 302 participants. First, Our study found that the manipulative evaluation of Dcard users has correlation with brand attitude, purchase intention and the avoidance of native advertise. Second, the outcome of regression analysis indicate that manipulative evaluation and ad-context congruity hava not apparent interaction effect.