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    題名: 個體對於社群媒體廣告產生之科技壓力緩解策略
    Mitigating Individual Technostress: Strategies for Coping with Targeted Advertising on Social Media
    作者: 蘇瑜婷
    Su, Yu-Ting
    貢獻者: 周致遠
    Chou, Chih-Yuan
    蘇瑜婷
    Su, Yu-Ting
    關鍵詞: 目標式廣告
    社交媒體
    科技壓力
    應對
    資訊過量
    感知侵入性
    隱私關注
    詐騙
    Targeted advertising
    Social media
    Technostress
    Coping
    Information overload
    Perceived intrusiveness
    Privacy concern
    Fraudulent advertising
    日期: 2023
    上傳時間: 2023-08-02 14:04:31 (UTC+8)
    摘要: 本篇研究中，我們著重探討社群媒體上的目標式廣告 (Targeted advertising) 帶給使用者的四個負面影響：資訊過量、感知侵入性、隱私關注和詐騙。在使用資訊通訊科技 (Information and communication technology, ICT）時所產生壓力稱為科技壓力，社群媒體即屬於ICT的一種。本篇論文主要欲探討在社群媒體中遇到頻繁且大量的目標式廣告時，使用者科技壓力的形成機制，以及個體是如何緩解及應對所產生的科技壓力。為了研究這兩個議題，我們引用了科技壓力理論與應對理論，並且採用質性研究方法來獲取使用者更深層且豐富的想法和應對策略。通過這樣的研究，我們能夠在廣告領域的文獻，以及資訊系統領域的文獻皆有所貢獻，並且得以協助個體無論是在工作還是休閒時間使用社群媒體時，都能夠輕鬆的面對大量且頻繁的目標式廣告。本篇研究也提供社群媒體平台三個面向的建議，提供他們在廣告所帶來龐大商業利益，以及使用者們的使用體驗之間達成平衡，共創美好的社群媒體使用生態。
    In this paper, we explore the effects of targeted advertising on social media (SM). Our main focus is on four key factors: information overload, perceived intrusiveness, privacy concerns and fraudulence. The goal is to identify the mechanism of technostress development and the ways for individuals to manage the resulting technostress caused by targeted advertising on social media. To achieve this, we draw on technostress theory and coping theory, using qualitative methods to gain insights into people`s perceptions and coping strategies. By doing so, we contribute to the literature on advertising and information systems (IS), and help individuals reduce technostress in both their work and personal use of social media when they encounter targeted advertising. Our research also provides insights that social media platforms can consider as they aim to enhance their advertising practices, finding a delicate equilibrium between revenue generation and user experience.
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    描述: 碩士
    國立政治大學
    資訊管理學系
    110356007
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110356007
    資料類型: thesis
    顯示於類別:[資訊管理學系] 學位論文

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