Article in International Journal of Advertising January 2014
文章发表于《国际广告期刊》 2014 年 1 月

DOI: 10.2501/IJA-33-2-271-294

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William Van-Tien Dao

Vietnam University of Commerce, Hano
越南河内商业大学

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Julian Ming-Sung Cheng 郑明松

National Central University
国立中央大学

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This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. Moreover, the moderating effect of different types of social media on the relationships between the predictors and social media advertising value is also explored. The field study is conducted in Vietnam, a representative of Southeast Asian transitional economies in the current study. The results show that, in Southeast Asian transitional economies, the three social media advertising beliefs - i.e. informativeness, entertainment and credibility - have positive effects on consumers' perceived value of social media advertising, which in turn positively influences their online purchase intention. Additionally, on social networking websites, the effects of advertising informativeness and entertainment on advertising value are weaker than those on content community websites. Nevertheless, there is no difference in the effect of advertising credibility on advertising value in both types of social media. Based on the findings presented, theoretical and managerial implications are drawn.
本研究探讨了东南亚转型经济体中社交媒体广告价值的前因，以及这种广告价值对在线购买意向的影响。此外，还探讨了不同类型的社交媒体对预测因素和社交媒体广告价值之间关系的调节作用。实地研究在越南进行，越南是本次研究中东南亚转型经济体的代表。结果显示，在东南亚转型经济体中，三种社交媒体广告信念--即信息性、娱乐性和可信性--对消费者的社交媒体广告感知价值有积极影响，进而对其在线购买意向产生积极影响。此外，在社交网站上，广告信息性和娱乐性对广告价值的影响弱于内容社区网站。然而，广告可信度对广告价值的影响在两类社交媒体中并无差异。基于以上研究结果，我们得出了理论和管理方面的启示。

Web 2.0-based social media has developed quickly and has attracted a large number of users in recent years (Kaplan & Haenlein 2010). Unlike traditional Web 1.0-based online media, social media allows users to communicate and interact on the internet immediately and directly with one another and with mutual friends (Correa et al. 2010). As such, social media provides a platform for firms to engage in timely and direct contact with end-consumers (Kaplan & Haenlein 2010). Social media can therefore be utilised as an advertising platform to create and strengthen bonds between firms and customers, thereby developing more trustworthy relationships between the two sides than does traditional online media (Mangold & Faulds 2009). In contrast to the initially cautious use of social media advertising (hereinafter SMA), recent years have seen its full deployment as a result of the interactive and trustworthy nature of social media combined with the huge amount of active users. According to eMarketer (2011, 2012a), in 2011 in the UK and the US, a large number of firms had already marketed their products through social media.
基于 Web 2.0 的社交媒体发展迅速，近年来吸引了大量用户（Kaplan & Haenlein，2010 年）。与传统的基于 Web 1.0 的在线媒体不同，社交媒体允许用户在互联网上即时、直接地与彼此和共同的朋友进行交流和互动（Correa 等，2010 年）。因此，社交媒体为企业提供了一个与最终消费者进行及时、直接接触的平台（Kaplan 和 Haenlein，2010 年）。因此，社交媒体可以作为一个广告平台，用来创建和加强企业与客户之间的联系，从而在双方之间建立起比传统网络媒体更值得信赖的关系（Mangold 和 Faulds，2009 年）。与最初对社交媒体广告（以下简称 SMA）的谨慎使用形成鲜明对比的是，近年来，由于社交媒体的互动性和可信性，再加上庞大的活跃用户群，社交媒体广告得到了全面部署。根据 eMarketer（2011 年，2012a）的数据，2011 年在英国和美国，大量公司已通过社交媒体推销其产品。

This boom in popularity has led to the question of whether SMA is perceived as valuable. The value of advertising refers to the utility of advertising to consumers in total (Ducoffe 1995). Thus, it reflects consumer satisfaction with the communicated product (Haghirian et al. 2008). As a result, advertising value is deemed a market-oriented index that provides insight into whether the product meets customer expectations (Ducoffe 1996). A review of related literature indicates that, to date, prior research has mainly provided a wide assessment of traditional Web 1.0 advertising value (see, for examples, Ducoffe 1996; Lin & Hung 2009). Besides, most of these existing studies are conducted in advanced economies such as the US where the internet infrastructure is relatively well developed and consumers are more exposed to online advertising (cf. Wang & Sun 2010). Accordingly, there is an emerging call for exploring the phenomenon under discussion in economies other than those of developed countries, such as in Southeast Asian transitional economies.
这一流行趋势引发了一个问题，即人们是否认为 SMA 有价值。广告价值指的是广告对消费者的总体效用（Ducoffe，1995 年）。因此，它反映了消费者对传播产品的满意度（Haghirian 等人，2008 年）。因此，广告价值被认为是一个以市场为导向的指标，它能让人们深入了解产品是否满足了客户的期望（Ducoffe，1996 年）。对相关文献的回顾表明，迄今为止，先前的研究主要对传统 Web 1.0 广告价值进行了广泛的评估（例如，参见 Ducoffe 1996；Lin & Hung 2009）。此外，这些现有研究大多是在美国等发达经济体进行的，这些国家的互联网基础设施相对发达，消费者接触网络广告的机会较多（参见 Wang & Sun，2010 年）。因此，人们开始呼吁在发达国家以外的经济体（如东南亚转型经济体）探索正在讨论的现象。

Southeast Asian transitional economies include Vietnam, Myanmar, Cambodia and Laos. Due to previous reliance on a centrally planned economy, these economies typically share particular economic features, such as displaying a unique blend of economic liberalisation with political conservatism, a situation some commentators describe as gradualism or constrained capitalism (Tambyah et al. 2009). Regarding social-psychological perspectives and cultural values, consumers in these economies possess similar social characteristics such as lifestyles, attitudes, interests, psychographics, demographics and a trend towards greater consumerism, materialism and symbolic consumption (also see Yeung 2007, p. 130). Most of them have collective-oriented traits influenced by Confucian doctrine, such as group orientation, low risk taking and high uncertainty avoidance (Schultz & Pecotich 1997; Yeung 2007, pp. 131-133). Thus, the marketing environments in Southeast Asian transitional economies are very similar (Pecotich & Shultz 2006; see also AEI 2009).
东南亚转型经济体包括越南、缅甸、柬埔寨和老挝。由于以前依赖中央计划经济，这些经济体通常都具有特殊的经济特征，如经济自由化与政治保守主义的独特融合，一些评论家将这种情况称为渐进主义或受限制的资本主义（Tambyah 等，2009 年）。在社会心理视角和文化价值观方面，这些经济体的消费者具有相似的社会特征，如生活方式、态度、兴趣、心理特征、人口统计以及消费主义、物质主义和象征性消费的趋势（另见 Yeung，2007 年，第 130 页）。他们大多具有受儒家学说影响的集体导向特征，如群体导向、低风险承担和高不确定性规避（Schultz & Pecotich 1997; Yeung 2007, pp.131-133）。因此，东南亚转型经济体的营销环境非常相似（Pecotich 和 Shultz，2006 年；另见 AEI，2009 年）。

Due to a lack of internet infrastructure and unfamiliarity on the part of local consumers with advertising through the internet (Vu & Hoffman 2011; Kemp 2012; SMU 2012), online advertising is still at an early stage of development in Southeast Asian transitional economies (Linn 2007; Nielsen 2011). However, in recent years, these economies have gradually adjusted to modern online advertising practices (San 2011; Thura Swiss 2012). Since these economies have experienced accelerated development (Mai et al. 2003) and become a target of special interest (see also Vu & Hoffman 2011), it is therefore of great importance to explore the predicting factors of SMA value in these economies.
由于缺乏互联网基础设施以及当地消费者对通过互联网发布广告并不熟悉（Vu 和 Hoffman，2011 年；Kemp，2012 年；SMU，2012 年），东南亚转型经济体的网络广告仍处于早期发展阶段（Linn，2007 年；Nielsen，2011 年）。然而，近年来，这些经济体已逐渐适应现代网络广告实践（San，2011 年；Thura Swiss，2012 年）。由于这些经济体经历了加速发展（Mai 等，2003 年）并成为特别关注的目标（另见 Vu & Hoffman，2011 年），因此探讨这些经济体的 SMA 价值预测因素具有重要意义。

Being a subjective evaluation of the relative utility of advertising to personal consumers (Ducoffe 1995), the value of advertising may be generated from consumers' assessment of advertising beliefs regarding the personal benefits of advertising to consumers (Pollay & Mittal 1993; Ducoffe 1996). According to Petrovici and Paliwoda (2007), a majority of consumers are aware of the informational and entertaining roles of advertising. In order
作为对广告对个人消费者的相对效用的主观评价（Ducoffe，1995 年），广告价值可能来自消费者对广告信念的评估，即广告对消费者个人利益的评估（Pollay 和 Mittal，1993 年；Ducoffe，1996 年）。Petrovici 和 Paliwoda（2007 年）认为，大多数消费者都意识到广告的信息和娱乐作用。为了
to facilitate effective communication between consumers and advertisers, advertisements need to deliver information and provide entertainment (Ducoffe 1996). A number of studies (see Pollay & Mittal 1993; Ducoffe 1995; Wolin et al. 2002) as a result agree that informativeness and entertainment are the two most robust dimensions of consumers' beliefs towards advertising. Moreover, in Southeast Asian transitional economies, markets are uncertain and subject to rapid changes, new brands are constantly appearing (see Herpen et al. 2000) and, under such volatile conditions, trustworthiness is critical in such a Confucian-oriented area (Koehn 2001). Consumption credibility is therefore deemed to be of great significance, and advertising credibility is thus considered to play a central role in contributing to the establishment of SMA value on consumers' perception. Informativeness, entertainment and credibility are thus regarded as the consumers' SMA belief factors to predict advertising value in the current context.
为了促进消费者与广告商之间的有效沟通，广告需要提供信息和娱乐（Ducoffe，1996 年）。因此，许多研究（见 Pollay & Mittal 1993；Ducoffe 1995；Wolin et al. 2002）都认为，信息性和娱乐性是消费者对广告信念的两个最有力的维度。此外，在东南亚转型经济体中，市场不确定且变化迅速，新品牌不断出现（见 Herpen 等人，2000 年），在这种动荡的条件下，可信度在这样一个以儒家文化为导向的地区至关重要（Koehn，2001 年）。因此，消费可信度被认为具有重要意义，而广告可信度也因此被认为在促进建立消费者感知的 SMA 价值方面发挥着核心作用。因此，在当前情况下，信息性、娱乐性和可信度被认为是消费者预测广告价值的SMA信念因素。

Each type of social media possesses its own distinct image, personality and characteristics (Clemons 2009). According to Prendergast et al. (2009), the medium itself can influence consumers' perceptions of the advertisement the medium carries. Moreover, a review of related literature indicates that there is a lack of studies investigating the moderating role of social media types in consumer advertising perceptions. It is therefore of great necessity to explore and compare the roles of the predicting factors in various social media types in the current subject matter. Thus greater insight is obtained from the interaction effects between the predicting factors and social media types rather than from the isolated solutions of these predicting factors within individual social media environments. Rooted in the theoretical taxonomy of social media proposed by Bergh et al. (2011), different social media can be categorised according to their characteristics and features into three types: social networking site (hereafter SNS), content community sites (hereafter CCS) and social media platform (hereafter SMP). The SNS offers consumers online venues for personal or professional networking activities such as creating personal pages and sharing information among self-designated contacts. The CCS permits users to share a specific type of content such as videos or photos. The SMP allows developers to create and post applications for wide distribution. Since the first two types are the two most prevalent social media types worldwide (see also Schrammel et al. 2009), the current research focuses its examination on the effect difference of the above predictors within the SNS and the CCS environments.
每种社交媒体都有自己独特的形象、个性和特点（Clemons，2009 年）。Prendergast 等人（2009 年）认为，媒体本身会影响消费者对媒体所承载广告的看法。此外，对相关文献的回顾表明，缺乏对社交媒体类型在消费者广告认知中的调节作用的研究。因此，探讨和比较各种社交媒体类型的预测因素在当前课题中的作用就显得尤为必要。因此，从预测因素与社交媒体类型之间的互动效应中，而不是从这些预测因素在单个社交媒体环境中的孤立解决方案中，可以获得更深刻的见解。根据 Bergh 等人（2011 年）提出的社交媒体理论分类法，不同的社交媒体可根据其特点和特征分为三种类型：社交网站（以下简称 SNS）、内容社区网站（以下简称 CCS）和社交媒体平台（以下简称 SMP）。社交网站为消费者提供了进行个人或专业网络活动的在线场所，如创建个人页面和在自己指定的联系人之间共享信息。CCS 允许用户分享特定类型的内容，如视频或照片。SMP允许开发者创建和发布应用程序，以便广泛传播。由于前两种类型是世界上最流行的两种社交媒体类型（另见 Schrammel 等人，2009 年），目前的研究侧重于考察上述预测因素在 SNS 和 CCS 环境中的效果差异。

Among the various communication goals advertisers seek to achieve, purchase behaviour is one of the most important and ultimate (Cramphorn & Meyer 2009). The current research also explores the usefulness of SMA value in eliciting purchase behaviour.
在广告商寻求实现的各种传播目标中，购买行为是最重要和最终的目标之一（Cramphorn 和 Meyer，2009 年）。目前的研究还探讨了 SMA 价值在激发购买行为方面的作用。

Advocates of Expectancy Value theory (hereafter EV theory) (Fishbein & Ajzen 1975) speculate that an individual's belief can determine how that individual responds. A review of the literature reveals that EV theory is applicable to a variety of phenomena in diverse fields of study (see, for examples, Shoham et al. 1998; Henning et al. 2012). The current research thus employs EV theory as the main theoretical foundation to develop the predicting relationships among consumers' SMA beliefs, SMA value and purchase behaviour. As such, the research contributes fourfold to scholars and practitioners. A framework is provided to reveal the influence of consumers' SMA beliefs on SMA value, which in turn
预期价值理论（以下简称 EV 理论）（Fishbein & Ajzen，1975 年）的倡导者推测，个人的信念可以决定个人的反应。文献回顾显示，EV 理论适用于不同研究领域的各种现象（例如，参见 Shoham 等人，1998 年；Henning 等人，2012 年）。因此，目前的研究以 EV 理论为主要理论基础，发展消费者的 SMA 信仰、SMA 价值和购买行为之间的预测关系。因此，本研究对学者和实践者有四方面的贡献。提供了一个框架来揭示消费者的 SMA 信仰对 SMA 价值的影响，而 SMA 价值又反过来影响消费者的 SMA 信仰。
affects online purchase intention. The effect difference of the SMA value predictors in various types of social media, especially in the SNS and the CCS, is also delineated. The applicability of EV theory is extended to the current context. Lastly, the findings provide immediate, applicable and practical implications for rapidly developing Southeast Asian transitional economies.
影响在线购买意向。此外，还界定了 SMA 价值预测因素在各类社交媒体，尤其是 SNS 和 CCS 中的效应差异。EV 理论的适用性被扩展到了当前环境中。最后，研究结果为快速发展的东南亚转型经济体提供了直接、适用和实用的启示。

EV theory (Fishbein & Ajzen 1975) delineates how the response of an individual depends on that individual's beliefs. According to the theory, a belief represents an individual's subjective cognition that an object (e.g. SMA) and an attribute (e.g. informativeness) are connected. A belief will be developed when an individual agrees to the link between an object and a particular attribute. When the belief rises, there can be a concomitant growth in the expected value from the object that the individual perceives, and beliefs thus symbolise the expectancy components of EV theory (Smith & Swinyard 1982). In line with EV theory, the attributes associated with the object are then unconsciously evaluated by the individual. As such, the evaluative responses initially correlated with the attributes (e.g. SMA is informative) become conditioned to the object (e.g. SMA is valuable). Ultimately, a summated evaluative response in general or an overall evaluation towards the object is generated (Fishbein & Ajzen 1975; Smith & Swinyard 1982). In turn, this evaluation will lead to behavioural intention (e.g. purchase intention) (Wolin et al. 2002; Henning et al. 2012).
EV 理论（Fishbein & Ajzen，1975 年）描述了个体的反应如何取决于个体的信念。根据该理论，信念代表了个体的主观认知，即对象（如 SMA）与属性（如信息量）之间存在联系。当个体认同某一对象和某一属性之间的联系时，就会形成一种信念。当信念上升时，个人对对象的预期价值也会随之增加，因此信念象征着 EV 理论中的预期成分（Smith & Swinyard，1982 年）。根据 EV 理论，与客体相关的属性会被个体无意识地评估。因此，最初与属性相关的评价性反应（如 SMA 信息量大）变成了与对象相关的条件性反应（如 SMA 有价值）。最终，就会产生对对象的总体评价反应或整体评价（Fishbein 和 Ajzen，1975 年；Smith 和 Swinyard，1982 年）。反过来，这种评价将导致行为意向（如购买意向）（Wolin 等人，2002 年；Henning 等人，2012 年）。

SMA refers to that online advertising which, with their consent, incorporates users' interactions and displays, and shares the aspects of their persona - such as names or pictures - within the advertisement content (Chu & Kim 2011). Advertising informativeness refers to the ability of advertising to inform consumers of alternative product information (Ducoffe 1996), which can match consumers' needs and wants to producers' offerings, thus permitting the marketplace to be more efficient (Pollay & Mittal 1993). Advertising value describes the subjective relative utility of advertising to consumers (Ducoffe 1996).
SMA指的是在征得用户同意的情况下，将用户的互动和展示融入到广告内容中，并在广告内容中分享用户的个人形象--如姓名或照片--的在线广告（Chu & Kim，2011年）。广告信息性是指广告告知消费者其他产品信息的能力（Ducoffe，1996 年），它可以将消费者的需求和愿望与生产者提供的产品相匹配，从而提高市场效率（Pollay & Mittal，1993 年）。广告价值描述了广告对消费者的主观相对效用（Ducoffe，1996 年）。

According to Rodgers and Thorson's (2000) research, consumers may purposefully seek out online advertisements to obtain information required to achieve their utilitarian needs, thus enabling them to deal with specific problems or complete specific tasks. In transitional economies, the combination of limited brand knowledge and the relatively recent increase in product availability has enhanced the demand for product information (Petrovici & Paliwoda 2007). However, product information is limited. As a timely source of required and sought-after information, advertisements that attract consumers' attention can direct consumers to producers and specific products (Pollay & Mittal 1993). Since
根据 Rodgers 和 Thorson（2000 年）的研究，消费者可能会有目的地寻找网络广告，以获取实现其功利需求所需的信息，从而使他们能够处理具体问题或完成具体任务。在经济转型期国家，有限的品牌知识和相对较近的产品供应量相结合，增强了对产品信息的需求（Petrovici 和 Paliwoda，2007 年）。然而，产品信息是有限的。作为所需、所求信息的及时来源，能够吸引消费者注意力的广告可以将消费者引向生产商和特定产品（Pollay & Mittal，1993 年）。由于
looking for information is one of the primary reasons for using social media (Muntinga et al. 2011), and brand preference comments are also voluntarily displayed and shared within the SMA content by the members of their existing social networks (Chu & Kim 2011), this research anticipates that SMA can impart sought-after product-related information and attract the attention of consumers in transitional economies.
寻找信息是使用社交媒体的主要原因之一（Muntinga 等人，2011 年），而品牌偏好评论也会由其现有社交网络中的成员自愿展示和分享（Chu 和 Kim，2011 年）。

Culture can also condition the way consumers sort out advertising information (de Mooij & Hofstede 2010). In a collective-oriented community, consumers tend to show more signs of searching product information (Erdem et al. 2006), and acquire information more through implicit, interpersonal information exchange (de Mooij & Hofstede 2010) to simultaneously enhance social relationships (Fong & Burton 2008). SMA provides a suitable platform for such a purpose because of its format, which displays the aspects of individual persona, personal contacts as well as further product information such as 'likes' (this refers to a user pressing a button marked 'like' somewhere on the content of a page or post) and genuine personal comments posted by individual users. It is therefore likely that consumers with a collectivist culture regard SMA as an informative media suited to the acquisition of information relevant to potential future consumption.
文化也会影响消费者整理广告信息的方式（de Mooij & Hofstede，2010 年）。在一个以集体为导向的社区中，消费者倾向于表现出更多搜索产品信息的迹象（Erdem 等，2006 年），并更多地通过内隐的、人际间的信息交流来获取信息（de Mooij & Hofstede，2010 年），从而同时增进社会关系（Fong & Burton，2008 年）。SMA 为实现这一目的提供了一个合适的平台，因为其格式显示了个人角色、个人联系以及进一步的产品信息，如 "喜欢"（指用户在页面或帖子内容的某处按下标有 "喜欢 "的按钮）和个人用户发布的真实个人评论。因此，具有集体主义文化的消费者很可能将 SMA 视为一种信息媒体，适合获取与未来潜在消费相关的信息。

In line with EV theory and the above literature evidence, which implies that consumers in Southeast Asian transitional economies are anticipated to consider SMA as informative, these consumers will then implicitly move further to evaluate its informativeness. If the advertisements can fulfil their utilitarian needs by providing useful and sought-after information, consumers' perception regarding SMA as informative will be clarified (Zhou & Bao 2002). SMA informativeness, in consequence, can lead to a positive perception of the advertisement being relevant to consumers' interests. The perception of the relevance of SMA information will then create value for consumers (Zeng et al. 2009). Therefore, consumers in Southeast Asian transitional economies are likely to consider SMA content to be worthy of browsing, which subsequently generates value in SMA. A recent study in Taiwan, a Confucian and collectivist society in East Asia (Lin & Hung 2009), has identified the relationship between advertising informativeness and advertising value in a Web 1.0-based internet advertising environment. Applying the above arguments and reflecting the evidence from prior literature on SMA in Southeast Asian transitional economies, the current research proposes the following hypothesis:
根据EV理论和上述文献证据，东南亚转型经济体的消费者会认为SMA具有信息性，因此这些消费者会隐性地进一步评估其信息性。如果广告能够满足消费者的功利性需求，提供有用的、他们想要的信息，那么消费者对广告市场评估信息性的看法就会得到澄清（周和鲍，2002 年）。因此，SMA 的信息性会使消费者对广告与他们的利益相关产生积极的感知。对 SMA 信息相关性的感知将为消费者创造价值（Zeng 等，2009 年）。因此，东南亚转型经济体的消费者很可能认为SMA内容值得浏览，从而产生SMA的价值。台湾是东亚的儒家和集体主义社会（Lin & Hung，2009 年），最近的一项研究指出了在基于 Web 1.0 的互联网广告环境中，广告信息性与广告价值之间的关系。根据上述论点，并结合东南亚转型经济体先前有关 SMA 的文献证据，本研究提出以下假设：

H1: Advertising informativeness has a positive effect on consumers' perceived value of advertising in the social media environment.
H1：在社交媒体环境中，广告信息量对消费者的广告感知价值有积极影响。

Advertising entertainment represents the likeability of an advertisement, as well as the pleasure and enjoyment consumers derive from the advertisement (Zhou & Bao 2002). Advertisements are likely to be utilised to fulfil consumers' hedonic needs (Rodgers & Thorson 2000), thus developing likeability, and creating pleasure and enjoyment (Pollay & Mittal 1993). Such a process is regarded as a means of entertainment (Zhou & Bao 2002). The ability of an advertisement to entertain is identified as one of the main factors that can affect the effectiveness of advertising in establishing an emotional link between a brand message and consumers (Wang & Sun 2010).
广告娱乐性代表了广告的讨人喜欢程度，以及消费者从广告中获得的愉悦和享受（Zhou & Bao 2002）。广告有可能被用来满足消费者的享乐需求（Rodgers & Thorson，2000 年），从而培养消费者的喜爱程度，创造快乐和享受（Pollay & Mittal，1993 年）。这一过程被视为一种娱乐手段（Zhou & Bao，2002 年）。广告的娱乐能力被认为是影响广告在品牌信息与消费者之间建立情感联系的有效性的主要因素之一（Wang & Sun，2010 年）。

In a digital, virtual environment, advertising is capable of satisfying consumer hedonic needs by offering pleasant entertainment (Edwards et al. 2002). In a Web 2.0-based digital social media environment, the entertainment value lies in the ability to fulfil audience needs for emotional release, diversion and enjoyment (Muntinga et al. 2011) by allowing the audience to exchange information, experiences, music and video clips and so on with their social connections (Kim et al. 2011). In the context of SMA in particular, this pleasure may come from the social interaction of consumers with their connections regarding the advertising such as disclosing their personal information or delivering relevant advertising messages to their personal contacts (Chu & Kim 2011). Since collective-oriented consumers from Southeast Asian transitional economies look for entertainment on social media as well as put more weight on socialisation (Ha 2011; SMU 2012; Win 2012), they are possibly aware of and will seek amusement, relaxation and enjoyment through SMA.
在数字虚拟环境中，广告能够通过提供愉悦的娱乐满足消费者的享乐需求（Edwards 等人，2002 年）。在基于 Web 2.0 的数字社交媒体环境中，娱乐价值在于通过让受众与他们的社交关系交流信息、经验、音乐和视频剪辑等，满足受众对情感释放、转移注意力和享受的需求（Muntinga 等人，2011 年）（Kim 等人，2011 年）。特别是在东南亚地区，这种愉悦感可能来自于消费者与他们的联系人就广告进行的社交互动，如披露他们的个人信息或向他们的联系人发送相关的广告信息（Chu 和 Kim，2011 年）。由于东南亚转型经济体中以集体为导向的消费者在社交媒体上寻求娱乐，并更加重视社交（Ha，2011；SMU，2012；Win，2012），因此他们可能意识到并会通过SMA寻求娱乐、放松和享受。

Derived from EV theory, consumers will subsequently assess the capacity of SMA to entertain instinctively. As long as SMA establishes an emotional link with consumers, and facilitates their amusement, relaxation and enjoyment, consumers will realise and confirm expected benefits from advertising (Hoffman & Novak 1996) and eventually perceive the value of these advertisements. Prior research in mobile environments conducted in East Asian economies that are rooted in a Confucian collective and group-oriented culture (e.g. Choi et al. 2008; Haghirian et al. 2008) have found that advertising entertainment leads to the perceived value of advertising. Based on the above, the current study formulates the following hypothesis in Southeast Asian transitional economies:
根据EV理论，消费者随后会本能地评估SMA的娱乐能力。只要SMA能与消费者建立情感联系，为他们的娱乐、放松和享受提供便利，消费者就会意识到并确认广告的预期效益（霍夫曼和诺瓦克，1996年），并最终感知这些广告的价值。之前在东亚经济体进行的移动环境研究（如 Choi 等人，2008 年；Haghirian 等人，2008 年）发现，广告娱乐会导致广告价值的感知。综上所述，本研究针对东南亚转型经济体提出以下假设：

H2: Advertising entertainment has a positive influence on consumers' perceived value of advertising in the social media environment.
H2：在社交媒体环境中，广告娱乐性对消费者的广告感知价值有积极影响。

Advertising credibility refers to the honesty, believability and truthfulness of the given content of advertising as perceived by consumers (McKenzie & Lutz 1989). Advertising credibility can affect consumers' attitudes and their behaviour (Jin & Villegas 2007).
广告可信度是指消费者感知到的广告内容的诚实、可信和真实程度（McKenzie 和 Lutz，1989 年）。广告可信度会影响消费者的态度和行为（Jin 和 Villegas，2007 年）。

Markets in transitional economies are still immature (see Mai et al. 2003; Wang & Sun 2010). There is a high level of uncertainty and rapid change (Schultz & Pecotich 1997; Herpen et al. 2000), and there is a shortage of related regulations to stabilise and monitor the uncertainty and change (Wang & Sun 2010) and to protect consumers (Ho 2001). In relatively young markets, product consumption is therefore more risky (Chandy et al. 2001) and consumer protection thus becomes a significant issue. As a result, in transitional economies in Southeast Asia, prior to consumption, access to and the acquisition of product information to avoid consumption uncertainty become a major concern of consumers (also see Herpen et al. 2000; Khanh & Hau 2007).
转型经济体的市场仍不成熟（见 Mai 等人，2003 年；Wang & Sun，2010 年）。不确定性大，变化快（Schultz & Pecotich 1997；Herpen 等 2000），缺乏相关法规来稳定和监控不确定性和变化（Wang & Sun 2010）以及保护消费者（Ho 2001）。因此，在相对年轻的市场中，产品消费的风险更大（Chandy 等，2001 年），消费者保护成为一个重要问题。因此，在东南亚的转型经济体中，在消费之前，获取和掌握产品信息以避免消费的不确定性成为消费者关注的主要问题（另见 Herpen 等，2000 年；Khanh & Hau，2007 年）。

Consumers concerned with the avoidance of uncertainty do not admire risk taking and have a low level of tolerance for ambiguity (Erdem et al. 2006). They are likely to need rules to follow (de Mooij & Hofstede 2010) and favour trustworthy products (Erdem et al. 2006). Collective consumers are also more likely to be conformist and influenced by friends, and then to adopt their opinions (Erdem et al. 2006). Moreover, according to Chandy et al. (2001), advertising is an important source of product information in
注重避免不确定性的消费者不喜欢冒险，对模糊性的容忍度较低（Erdem 等，2006 年）。他们可能需要遵守规则（de Mooij & Hofstede，2010 年），并偏爱值得信赖的产品（Erdem 等，2006 年）。集体消费者也更容易顺从和受朋友的影响，进而采纳朋友的意见（Erdem 等，2006 年）。此外，根据 Chandy 等人（2001 年）的研究，广告是消费者获取产品信息的重要来源。
relatively young markets. Therefore, SMA wherein comments from existing social connections are displayed and shared within the SMA content is deemed reliable and trustworthy (Chu & Kim 2011). As a consequence, SMA is likely to be considered a credible source of product information (also see Mangold & Faulds 2009) and taken in a serious manner by consumers in Southeast Asian transitional economies.
相对年轻的市场。因此，在 SMA 内容中显示和分享现有社交关系评论的 SMA 被认为是可靠和值得信赖的（Chu & Kim，2011 年）。因此，东南亚转型经济体的消费者可能会将 SMA 视为可信的产品信息来源（另见 Mangold & Faulds 2009）并认真对待。

Consistent with EV theory, consumers will intuitively evaluate the reliability and assess the trustworthiness of SMA through other participants' comments within the advertisement, especially comments from the members of their existing social networks (Okazaki 2004). Consumers in Southeast Asian transitional economies can thus clarify the reliability and credibility of advertisements in social media, simultaneously saving time and energy in searching for necessary information. As they perceive the benefits of SMA such as information credibility and savings in time and energy, the value of SMA will be generated. The findings of prior studies also show that advertising credibility has a positive effect on advertising value both in a Web 1.0-based internet advertising context and a mobile environment in those Asian societies that have a strong collectivist value and a heritage of avoiding uncertainty (e.g. Japan and Taiwan) (Lin & Hung 2009; Liu et al. 2012). According to the above arguments, and based on extant scholarly findings, the current research posits the following regarding Southeast Asian transitional economies:
与 EV 理论一致，消费者会通过广告中其他参与者的评论，尤其是来自其现有社交网络成员的评论，直观地评估 SMA 的可靠性和可信度（Okazaki，2004 年）。因此，东南亚转型经济体的消费者可以明确社交媒体广告的可靠性和可信度，同时节省搜索必要信息的时间和精力。当他们感知到社交媒体广告的好处（如信息可信度、节省时间和精力）时，社交媒体广告的价值也就产生了。之前的研究结果也表明，在基于 Web 1.0 的互联网广告环境和移动环境中，广告可信度对广告价值都有积极影响，而在亚洲社会中，集体主义价值观和避免不确定性的传统很强（如日本和台湾）（Lin & Hung，2009 年；Liu 等，2012 年）。根据上述论点，并基于现有的学术研究成果，本研究对东南亚转型经济体提出以下假设：

H3: Advertising credibility has a positive effect on consumers' perceived value of advertising in the social media environment.
H3:广告可信度对消费者感知社交媒体环境中的广告价值有积极影响。

As noted in the research background, types of social media, particularly the SNS and the CCS examined in this research, are likely to have decisive implications for the aforementioned relationships. The SNS is a web-based service that allows users to: (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their lists of connections and those made by others within the system (Boyd & Ellison 2008). Users can also place comments, photos, videos and web links to one another on the SNS. Facebook and Twitter are the two best-known SNS websites. CCS refers to a website that allows users to organise and share specific types of media content with others. There exists a wide range of specialised CCS websites for specific media such as text (e.g. BookCrossing), photographs (e.g. Flickr), videos (e.g. YouTube) and PowerPoint presentations (e.g. Slideshare).
正如研究背景中所指出的，社交媒体的类型，尤其是本研究中考察的 SNS 和 CCS，很可能对上述关系产生决定性的影响。SNS 是一种基于网络的服务，允许用户：(1) 在一个有边界的系统中建立一个公开或半公开的个人档案，(2) 列出一个与他们有共同联系的其他用户的列表，(3) 查看和浏览他们的联系列表以及系统中其他人建立的联系列表（Boyd & Ellison，2008 年）。用户还可以在 SNS 上互相发表评论、上传照片、视频和网络链接。Facebook 和 Twitter 是两个最著名的 SNS 网站。CCS 是指允许用户组织特定类型的媒体内容并与他人分享的网站。有许多专门的 CCS 网站用于特定媒体，如文字（如 BookCrossing）、照片（如 Flickr）、视频（如 YouTube）和 PowerPoint 演示文稿（如 Slideshare）。

It is apparent that the focal point of using an SNS website is to build and maintain a network of friends for social interaction (Trusov et al. 2009). The SNS focuses more on individuals (Bergh et al. 2011) that self-present and self-disclose their personal information on the SNS (Kaplan & Haenlein 2010), and position themselves at the centre of their own SNS communities (Boyd & Ellison 2008). Compared with other potential motives for joining social media communities, such as information seeking, SNS users are likely to put more weight on social interaction and connection to build and maintain their social relationships with others, as well as to seek social support and a sense of 'belongingness'
显然，使用 SNS 网站的重点是建立和维护一个朋友网络，进行社交互动（Trusov 等人，2009 年）。SNS 更注重个人（Bergh 等人，2011 年）在 SNS 上自我展示和自我披露个人信息（Kaplan 和 Haenlein，2010 年），并将自己定位为 SNS 社区的中心（Boyd 和 Ellison，2008 年）。与其他加入社交媒体社区的潜在动机（如寻求信息）相比，SNS 用户可能更重视社交互动和联系，以建立和维持与他人的社交关系，并寻求社会支持和 "归属感"。

(Chu & Kim 2011). For instance, people use Facebook to communicate and connect with others for social needs (Shao 2009). Joining the SNS also helps fill users' time and relieve boredom (Kelly et al. 2010).
(Chu 和 Kim，2011 年）。例如，人们使用 Facebook 与他人交流和联系，以满足社交需求（Shao，2009 年）。加入 SNS 还有助于填补用户的时间和解闷（Kelly 等，2010 年）。

While the SNS allows users to share all manner of content with one another for generalised networking purposes, the CCS focuses more on specific content (Kaplan & Haenlein 2009), and allows sharing or searching for specific media content (Kaplan & Haenlein 2010; Bergh et al. 2011). Since users join the community in order to look for specific content that is relevant, interesting and exciting to them, users on the CCS are likely to use useful information and materials to increase knowledge (Shao 2009), and for relaxation and amusement (Bergh et al. 2011). Being content specific, advertising on the CCS will be much more greatly noticed and viewed compared to the SNS, where networking is the focal point, and informativeness and entertainment are mostly part of social interaction and relationship building. Therefore, the CCS advertising will be perceived to fulfil utilitarian and hedonic needs with ease. Users may also feel that the CCS advertisement is associated with their specific interests, causing them to be emotionally attached to the advertisement. That is, advertising on the CCS is perceived as more beneficial in terms of the availability and accessibility of specific content, which eventually leads to higher value. In addition, since it is easy to share experiences, opinions and knowledge on specific topics and content on the CCS, users will recognise the advertising information shown on these websites as more relevant and credible (Bickart & Schindler 2001). Users thus save time and energy in clarifying specific content. This also helps arouse higher perceived SMA value on the CCS compared to the SNS, which lacks the attraction of specific content, and the above relationship will thus deteriorate. Based on the above arguments and in line with , the current research therefore predicts the moderating role of types of social media in Southeast Asian transitional economies as follows:
SNS允许用户出于一般网络目的相互分享各种内容，而CCS则更加关注特定内容（Kaplan和Haenlein，2009年），并允许分享或搜索特定媒体内容（Kaplan和Haenlein，2010年；Bergh等人，2011年）。由于用户加入社区是为了寻找与他们相关的、有趣的和令人兴奋的特定内容，因此社区多媒体中心的用户很可能会利用有用的信息和资料来增长知识（Shao，2009 年）、放松和消遣（Bergh 等，2011 年）。由于内容的特殊性，与 SNS 相比，CCS 上的广告会受到更多的关注和观看，因为 SNS 的重点是网络，而信息性和娱乐性则主要是社交互动和建立关系的一部分。因此，CCS 的广告会被认为能够轻松满足功利性和享乐性需求。用户也会觉得中央传播系统的广告与他们的特定兴趣相关，从而对广告产生情感依恋。也就是说，用户会认为在中央统计系统上投放广告更有利于获得特定内容，从而最终产生更高的价值。此外，由于在中央消费者服务网站上很容易就特定主题和内容分享经验、意见和知识，用户会认为这些网站上显示的广告信息更相关、更可信（Bickart 和 Schindler，2001 年）。因此，用户可以节省澄清具体内容的时间和精力。与缺乏具体内容吸引力的 SNS 相比，这也有助于在 CCS 上激发更高的感知 SMA 价值，从而使上述关系恶化。因此，基于上述论点并根据 ，本研究预测东南亚转型经济体中社交媒体类型的调节作用如下：

H4: The effects of (a) advertising informativeness, (b) entertainment, and (c) credibility on consumers' perceived value of advertising are weaker on the SNS than on the CCS.
H4：(a) 广告信息性、(b) 娱乐性和(c) 可信性对消费者感知广告价值的影响在 SNS 上弱于在 CCS 上。

In this research, online purchase intention is conceptualised as consumers' intention to make an initial online purchase from a firm regardless of their online purchase history with other firms (Schlosser et al. 2006). Purchase intention is the most frequently referenced online behavioural intention, and high purchase intention is regarded as a sign of a successful e-tailing operation (Hausman & Siekpe 2009).
在本研究中，网上购买意向被概念化为消费者从一家公司进行首次网购的意向，而不考虑他们在其他公司的网购历史（Schlosser 等人，2006年）。购买意向是最常被提及的网络行为意向，高购买意向被认为是网络零售经营成功的标志（Hausman & Siekpe，2009年）。

Since advertising value acts as a function of subjective utility of advertising to consumers, SMA is possibly useful and consumers are likely to respond positively to the advertised brand. Eventually, the perceived value of the SMA may arouse or strengthen their intention to purchase the advertiser's goods online. The EV theory framework also lends support to the above argument that consumers' overall evaluation response towards the object can positively influence their behavioural intention towards that object. Ducoffe
由于广告价值是广告对消费者主观效用的函数，SMA 可能是有用的，消费者很可能对广告品牌做出积极回应。最终，SMA 的感知价值可能会唤起或加强他们在线购买广告主商品的意愿。EV理论框架也支持上述论点，即消费者对客体的整体评价反应会积极影响他们对该客体的行为意向。杜科菲

(1996) also indicates that the value of advertising plays a key role in the formation of positive consumer attitudes towards the advertisement in Web 1.0-based digital environments. The resultant positive attitude towards the advertisement thus leads to a positive attitude towards the advertised brand (Goldsmiths et al. 2000), and subsequently generates consumers' purchase intention towards the brand's products online (Choice & Rifon 2002). Zeng et al. (2009) find that advertising value relates positively to behaviour intention in the social media environment in Asian transitional economies. More specifically, Choi et al's study (2008) identifies advertising value as leading to purchase intention in mobile advertising environments in Asian economies with a collective culture. Based on the above arguments and scholarly evidence, this current research proposes the following hypothesis in Southeast Asian transition economies:
(Goldsmiths等人（1996）也指出，在基于Web 1.0的数字环境中，广告价值在消费者对广告形成积极态度方面起着关键作用。由此产生的对广告的积极态度会导致对广告品牌的积极态度（Goldsmiths 等人，2000 年），进而产生消费者对品牌产品的在线购买意向（Choice & Rifon，2002 年）。Zeng 等人（2009 年）发现，在亚洲转型经济体的社交媒体环境中，广告价值与行为意向呈正相关。更具体地说，Choi 等人（2008 年）的研究发现，在具有集体文化的亚洲经济体中，广告价值会导致移动广告环境中的购买意向。基于上述论点和学术证据，本研究在东南亚转型经济体中提出以下假设：

H5: Consumers' perceived value of advertising has a positive effect on their purchase intention in the social media environment.
H5：在社交媒体环境中，消费者对广告价值的感知对其购买意向有积极影响。

The SNS and the CCS were the two studied Web 2.0-based social media environments. The current research designated Facebook and YouTube to represent each type, respectively. The criterion for such a determination was the popularity of these sites and the resultant ease in identifying adequate participants. Facebook and YouTube are two of the most popular forms in their corresponding Web 2.0-based website categories (Muntinga et al. 2011).
SNS 和 CCS 是所研究的两种基于 Web 2.0 的社交媒体环境。目前的研究指定 Facebook 和 YouTube 分别代表这两种类型。做出这一决定的标准是这些网站的流行程度以及由此产生的识别适当参与者的难易程度。在相应的基于 Web 2.0 的网站类别中，Facebook 和 YouTube 是最受欢迎的两种形式（Muntinga 等人，2011 年）。

The current research selected Vietnam as the location for the field study. Among the four Southeast Asian transitional economies, Vietnam is the leader, with almost 31 million internet users, representing an internet penetration rate of , and has the highest development of social media in terms of both the total number of social media users as well as market penetration (Kemp 2012). Facebook and YouTube rank as the most popular SNS and CCS in Vietnam, respectively (eMarketer 2012b; Kemp 2012). The authors then chose the university student segment as the research sample. As one of the largest online segments, university students in Vietnam have the highest usage rate of Facebook (Socialbakers 2011) and show preference to YouTube (Cimigo 2011). Besides, because of the relative homogeneity in terms of age, intelligence and income, the selection of a single segment of these university students was likely to diminish the potential impact of these potential covariates in the research findings (Liu et al. 2012).
本次研究选择越南作为实地考察地点。在东南亚四个转型经济体中，越南是领头羊，拥有近 3100 万互联网用户，互联网普及率为 ，无论从社交媒体用户总数还是市场普及率来看，越南都是社交媒体发展最快的国家（Kemp，2012 年）。Facebook 和 YouTube 分别是越南最受欢迎的 SNS 和 CCS（eMarketer 2012b；Kemp 2012）。随后，作者选择了大学生群体作为研究样本。作为最大的在线群体之一，越南大学生对 Facebook 的使用率最高（Socialbakers，2011 年），并对 YouTube 表现出偏好（Cimigo，2011 年）。此外，由于年龄、智力和收入方面的相对同质性，选择大学生这一单一群体可能会减少这些潜在协变量对研究结果的潜在影响（Liu 等，2012 年）。

This research used measures adopted from previous literature with slight modifications so as to fit the current environmental settings. A seven-point Likert type scale was employed. The Appendix lists all individual measurement items.
本研究采用了以往文献中的测量方法，并略作修改，以适应当前的环境设置。采用的是七分李克特量表。附录中列出了所有测量项目。

This research measured the informativeness and entertainment constructs using three and four items, respectively. Both scales originated from Ducoffe's (1995) and Pollay and Mittal's (1993) works. Credibility was measured by a three-item scale adopted from McKenze and Lutz's (1989) study. Perceived value of advertising was measured by three items adopted from the scale developed by Ducoffe (1995). Although originally developed for the traditional advertising environment, these measures have been applied in Web 1.0-based media by Ducoffe (1996), Lin and Hung (2009), and Wang and Sun (2010). A four-item scale adopted from Yoo and Donthu (2001) assessed online purchase intention. The authors designated two types of social media, the SNS and the CCS, as the research moderator.
本研究分别使用三个和四个项目对信息性和娱乐性进行测量。两个量表均源自 Ducoffe（1995 年）和 Pollay 与 Mittal（1993 年）的著作。可信度采用 McKenze 和 Lutz（1989 年）研究中的三项目量表进行测量。对广告价值的感知采用了 Ducoffe（1995 年）制定的量表中的三个项目。虽然这些量表最初是针对传统广告环境开发的，但 Ducoffe（1996 年）、Lin 和 Hung（2009 年）以及 Wang 和 Sun（2010 年）已将其应用于基于 Web 1.0 的媒体。Yoo 和 Donthu（2001 年）采用了一个四项目量表来评估在线购买意向。作者将 SNS 和 CCS 这两类社交媒体指定为研究主持人。

In order to eliminate possible systematic errors that could bias the analysis results, the study introduced gender and user experience as control variables. Prior research has reported gender as affecting online purchase intention (e.g. Brown et al. 2003), and other studies have reported similar findings for user experience as well (Mafe & Blass 2006). Following previous research (see, for examples, Dahlen 2001; Mafe & Blass 2006), the current research defined user experience as the time period users had used a specific social media website and the scale contained one single item.
为了消除可能导致分析结果偏差的系统误差，研究引入了性别和用户体验作为控制变量。先前的研究表明，性别会影响网购意向（如 Brown 等人，2003 年），其他研究也表明用户体验会影响网购意向（Mafe 和 Blass，2006 年）。根据以往的研究（例如，参见 Dahlen 2001；Mafe & Blass 2006），本次研究将用户体验定义为用户使用特定社交媒体网站的时间段，量表包含一个单项。

Since the measurement items stem from English literature and the field study took place in Vietnam where the official language is Vietnamese, the researchers translated the survey employing a back translation technique. Consistent with the research sample's characteristics, the researchers then pretested the questionnaire among 90 undergraduates who had prior experience of at least six months in using Facebook or YouTube. The final questionnaire design incorporated their comments and suggestions, thus ensuring its readability and logical flow. The final section of the questionnaire consisted of items related to personal profiles. Two versions of questionnaires were designed for the survey use in the SNS (Facebook) sample and the CCS (YouTube) sample. The main differences between the two versions were the scale item statements referring to Facebook and YouTube, respectively.
由于测量项目源自英文文献，而实地研究是在越南进行的，越南的官方语言是越南语，因此研究人员采用回译技术翻译了调查问卷。根据研究样本的特点，研究人员随后在 90 名有至少 6 个月使用 Facebook 或 YouTube 经验的本科生中对问卷进行了预试。最终的问卷设计采纳了他们的意见和建议，从而确保了问卷的可读性和逻辑流畅性。问卷的最后一部分由与个人档案相关的项目组成。针对 SNS（Facebook）样本和 CCS（YouTube）样本的调查使用设计了两个版本的问卷。两个版本的主要区别在于分别涉及 Facebook 和 YouTube 的量表项目陈述。

Vietnam has two parallel university systems, one public and the other private. In order to represent both these systems in the sample, data collection took place at one university of each type in Hanoi, the capital city of Vietnam. Five surveyors were recruited to undertake the surveys. They distributed the two types of questionnaire (either Facebook or YouTube versions) at the main entrances of each university in February 2011. They requested that one out of every five persons passing through the entrance participate in one survey. The surveyors employed initial verbal filtering questions (e.g. Are you an undergraduate student of the university? Have you frequently used Facebook/YouTube in the last six months? Did you fill in this survey questionnaire previously?) to select qualified undergraduates who had adequate experience using Facebook or YouTube in the last six months, as well as to ensure no duplication of responses in both surveys. According to Sudman's (1976, p. 87) and Thompson and Green's (2006, p. 125) suggestions, an equal
越南有两个平行的大学系统，一个是公立大学，另一个是私立大学。为了在样本中代表这两种体系，数据收集工作在越南首都河内的两类大学中各进行了一次。我们招募了五名调查员进行调查。他们于 2011 年 2 月在每所大学的主要入口处分发了两种类型的调查问卷（Facebook 或 YouTube 版本）。他们要求每五个经过该入口的人中有一人参与一项调查。调查人员使用了初步的口头筛选问题（例如，你是该大学的本科生吗？您在过去六个月中是否经常使用 Facebook/YouTube？您以前是否填写过本调查问卷？），以挑选出在过去六个月中有足够使用 Facebook 或 YouTube 经验的合格本科生，并确保在两次调查中没有重复的回答。根据 Sudman（1976 年，第 87 页）和 Thompson 与 Green（2006 年，第 125 页）的建议，在两次调查中，使用 Facebook 或 YouTube 的学生人数应相等。
number of around 300 participants was determined to be involved in the Facebook and YouTube surveys in which a structure equation modelling technique was applied for data analysis. Ultimately, a total of 295 questionnaires were collected for both samples.
确定约 300 人参与 Facebook 和 YouTube 调查，并采用结构方程模型技术进行数据分析。最终，两个样本共收集到 295 份问卷。

This section reports the sample characteristics, followed by a discussion of research scale accuracy and an assessment of common method bias. The section concludes by examining the structural model and the research hypotheses.
本节报告了样本特征，随后讨论了研究量表的准确性和对常见方法偏差的评估。本节最后探讨了结构模型和研究假设。

The authors employed the partial least squares (PLS) approach using the software package SmartPLS (Ringle et al. 2005) as the main means of data analysis. The selection of PLS was because of its powerful predicting capability (Henseller & Chin 2010) in which we can include all latent constructs, indirectly observed by multiple indicators, in the analysis. Thus, researchers can estimate both the measurement and structural parameters together and consider all path coefficients simultaneously, allowing them to avoid and circumvent biased and inconsistent parameter estimates for equations. The PLS technique is also capable of calculating key reliability and validity indexes such as Cronbach's alpha, composite reliability (CR), average variance explained (AVE) values and factor loadings. Further, being a variance-based approach, PLS can overcome the limitation of covariance-based structure equation modelling methods (e.g. LISREL and AMOS) and it can work robustly with multi-collinearity datasets.
作者使用 SmartPLS 软件包（Ringle 等人，2005 年）的偏最小二乘法（PLS）作为数据分析的主要方法。之所以选择偏最小二乘法，是因为它具有强大的预测能力（Henseller & Chin，2010 年），我们可以将所有潜在的、由多个指标间接观察到的结构纳入分析中。因此，研究人员可以同时估计测量参数和结构参数，并同时考虑所有路径系数，从而避免和规避方程参数估计的偏差和不一致。PLS 技术还能计算关键的信度和效度指标，如 Cronbach'sα、综合信度 (CR)、平均方差解释值 (AVE) 和因子载荷。此外，作为一种基于方差的方法，PLS 可以克服基于协方差的结构方程建模方法（如 LISREL 和 AMOS）的局限性，并能稳健地处理多共线性数据集。

The participants formed two samples. One sample responded to surveys regarding the SNS (i.e. Facebook) and the other sample focused on the CCS (i.e. YouTube). In the SNS sample, females comprised around of the participants; most of the respondents were between 18 and 22 years old; around two-fifths reported they spent more than one hour on Facebook per day; the largest segment of participants had Facebook experience of less than one year, while the second largest had used Facebook for between one and one and a half years. The average number of Facebook friends of each respondent was 114. In the CCS sample, gender ratios between males and females were around 2:3; as in the SNS sample, most participants on the CCS were aged 18-22; more than two-fifths spent more than one hour a day on YouTube; a large proportion of participants had less than two years' experience in using YouTube. On average, the respondents had seen 300 video clips on YouTube.
参与者组成了两个样本。一个样本回答了有关 SNS（即 Facebook）的调查，另一个样本则侧重于 CCS（即 YouTube）。在 SNS 样本中，女性约占 ；大多数受访者年龄在 18 至 22 岁之间；约五分之二的受访者表示他们每天花在 Facebook 上的时间超过一小时；最大一部分受访者使用 Facebook 的时间不到一年，第二大受访者使用 Facebook 的时间在一年至一年半之间。每位受访者的 Facebook 好友平均人数为 114 人。在 CCS 样本中，男女性别比例约为 2:3；与 SNS 样本一样，大多数 CCS 参与者的年龄在 18-22 岁之间；超过五分之二的人每天在 YouTube 上花费的时间超过一小时；很大一部分参与者使用 YouTube 的时间不到两年。受访者平均在 YouTube 上看过 300 个视频剪辑。

The proposed model was multiple-sample (the SNS sample and the CCS sample) compared, necessitating an analysis of the scale accuracy (reliability and validity; the latter included convergent validity and discriminant validity) of each sample individually as well as the overall sample pooled by the two individual samples. Table 1 illustrates the results.
所提议的模型是多样本（SNS 样本和 CCS 样本）比较的，因此有必要对每个样本的量表准确性（信度和效度；后者包括收敛效度和区分效度）以及由两个单独样本汇集而成的总体样本进行分析。表 1 显示了分析结果。

The scale reliability assessment included Cronbach's alpha, CR value and AVE index. In line with the prior literature, their corresponding thresholds were and 0.50 , respectively. All values were above thresholds. As a result, all scales in the two samples and the overall sample demonstrated good reliability. The authors assessed convergent validity by the factor loading of each scale item on its corresponding construct, using a value of 0.5 as the threshold. As shown, all item loadings exceeded the threshold. Hence, all scales in the two samples and the overall sample were of satisfactory convergent validity. The researchers evaluated discriminant validity by testing the AVE value to be greater than the highest shared variance (SV) between the construct and other constructs. A second criterion was the highest item cross-loading to be less than its item factor loading. The findings also suggested good discriminant validity of the two samples and the overall sample.
量表信度评估包括 Cronbach's alpha、CR 值和 AVE 指数。与之前的文献一致，它们对应的临界值分别为 和 0.50。所有数值均高于临界值。因此，两个样本和总体样本中的所有量表都表现出良好的可靠性。作者以 0.5 作为临界值，通过每个量表项目在其相应结构上的因子负荷来评估收敛效度。如图所示，所有项目的负荷都超过了临界值。因此，两个样本和总体样本中的所有量表都具有令人满意的收敛效度。研究人员通过测试 AVE 值是否大于该构式与其他构式之间的最大共享方差（SV）来评估判别效度。第二个标准是最高项目交叉负荷小于其项目因子负荷。研究结果还表明，两个样本和总体样本具有良好的判别效度。

Common method bias (CMB) could potentially skew the analysis and interpretation of the collected data, and lead to incorrect conclusions. Therefore, in order to avoid potential CMB, the authors employed an instrumental development design approach (including techniques such as the use of anonymous participants, not describing the specific purpose of the research to participants, and a mixture of construct items) prior to data collection. The authors also assessed CMB in the post data collection stage by using two techniques suggested by Podsakoff et al. (2003). First, all scale items were pooled together and a principal component analysis without rotation for the pooled items was conducted. The analysis results of the SNS sample, the CCS sample and the overall sample showed that the five constructs accounted for and of the total variance, respectively, and their first construct explained only and of the total variance, respectively. The above results suggest that one general construct did not explain the majority of the covariance among the measures in all samples and CMB thus did not exist. Second, the researchers applied a confirmatory factor analysis (CFA) approach to Harman's one factor test to check for CMB. The analysis results of the SNS sample, the CCS sample and the overall sample all indicated a better model fit of the full factor model than its corresponding one-factor model and and and , respectively). Such results also showed CMB not to be a serious concern in all samples.
常见方法偏差（CMB）可能会影响对所收集数据的分析和解释，并导致得出不正确的结论。因此，为了避免潜在的 CMB，作者在数据收集之前采用了工具性开发设计方法（包括使用匿名参与者、不向参与者描述研究的具体目的以及混合构建项目等技术）。在数据收集后阶段，作者还采用了 Podsakoff 等人（2003 年）建议的两种技术对 CMB 进行了评估。首先，将所有量表项目集中起来，然后对集中起来的项目进行主成分分析，但不进行旋转。对 SNS 样本、CCS 样本和总体样本的分析结果显示，五个构念分别占总方差的 和 ，其第一个构念仅分别解释了总方差的 和 。上述结果表明，一个一般构念并不能解释所有样本中测量指标间的大部分协方差，因此不存在 CMB。其次，研究人员对 Harman 的单因素检验采用了确认性因素分析（CFA）方法来检验是否存在 CMB。对 SNS 样本、CCS 样本和总体样本的分析结果均表明，全因素模型的拟合效果优于相应的单因素模型（分别为 和 以及 和 ）。这些结果还表明，CMB 在所有样本中都不是一个严重问题。

During hypotheses testing, this research compared the coefficients of the SNS sample and the CCS sample. The researchers therefore conducted a test of the prerequisites of multi-sample comparison before hypotheses testing using the procedure proposed in Chin (2000). The procedure for the multiple sample pair-wise -test requires that: (1) the data should not be too non-normal, (2) each sub-model has to achieve an acceptable goodness of fit, and (3) there should be measurement invariance. Following this procedure, this research first visually inspected the normality of the data of the SNS sample and the
在假设检验过程中，本研究比较了 SNS 样本和 CCS 样本的系数。因此，研究人员采用 Chin（2000）提出的程序，在假设检验前对多样本比较的前提条件进行了检验。多样本成对 检验的程序要求：(1) 数据不能太不正常，(2) 每个子模型必须达到可接受的拟合优度，(3) 必须存在测量不变性。按照这一程序，本研究首先目测了 SNS 样本数据的正态性，并对 SNS 样本数据的正态性进行了检验。

CCS sample by means of QQ-plots. Since the data points were close to the diagonal lines, none of the research scale measurement variables deviated strongly from the distributional assumption. A later validation by an expert who was unfamiliar with the research aim did not change the results. The skewness and kurtosis of data distribution were then checked to further scrutinise data normality. As seen in Table 1, none of the skewness and kurtosis values reached three. Rather, most of the values were close to the absolute value of one and some even close to zero. The results provided additional evidence of the data not deviating strongly from normality. Second, due to a lack of overall model parametric criteria in PLS, the researchers employed the explanatory power (i.e. values) of the two endogenous constructs (i.e. perceived value of advertising and online purchase intention) in the research structural model to check whether each sample achieved acceptable fits. The values of all endogenous constructs in the SNS sample and the CCS sample were acceptable within the usual boundaries of interpretation of 0.1 (a suggestion of more than 10 per cent variance in the outcome variable) (Falk & Miller 1992). Third, the researchers pair-wise -tested the measurement invariance through the process suggested by Vinzi et al. (2010, p. 504). The results showed there was no difference of the factor loadings of all the scale measurements between the two samples. The constructs' measurement invariance between the two samples was thus established and given.
通过 QQ 图对中央统计局样本进行分析。由于数据点接近对角线，因此没有一个研究量表测量变量严重偏离分布假设。后来由一位不熟悉研究目的的专家进行的验证也没有改变结果。随后，对数据分布的偏度和峰度进行了检查，以进一步检验数据的正态性。如表 1 所示，没有一个偏度和峰度值达到 3。相反，大多数值的绝对值接近 1，有些甚至接近 0。这些结果进一步证明了数据没有严重偏离正态性。其次，由于 PLS 缺乏整体模型参数标准，研究人员采用了研究结构模型中两个内生构造（即广告感知价值和在线购买意向）的解释力（即 值）来检验每个样本是否达到了可接受的拟合度。SNS 样本和 CCS 样本中所有内生构造的 值在 0.1（结果变量方差超过 10%的暗示）的通常解释界限内都是可以接受的（Falk & Miller 1992）。第三，研究人员通过 Vinzi 等人（2010 年，第 504 页）建议的方法，对 进行了测量不变性检验。结果显示，两个样本之间所有量表测量的因子载荷没有差异。因此，两个样本之间的构念测量不变量是成立的。

Since the invariance of the two sample data sets was evident, the researchers followed Vinzi et al.'s (2010, p. 500) procedure to analyse the research hypotheses, including the direct and the moderating effect relationships. In testing the direct effect relationship, the authors pooled the SNS sample and the CCS sample together and used such an overall data set for the assessment. An evaluation of served to assess the explanatory power of the two endogenous constructs in the structural model (which also included the two control variables, gender and user experience). A bootstrapping procedure with 500 samples followed to test the proposed direct hypothesised effects ( and H 5 using -tests.
由于两个样本数据集的不变性是显而易见的，研究人员按照 Vinzi 等人（2010 年，第 500 页）的程序分析了研究假设，包括直接效应和调节效应关系。在测试直接效应关系时，作者将 SNS 样本和 CCS 样本集中在一起，并使用这样一个整体数据集进行评估。对 的评估用于评估结构模型（还包括性别和用户体验这两个控制变量）中两个内生结构的解释力。随后使用 500 个样本的自举程序，通过 检验提出的直接假设效应（ 和 H 5 ）。

The analytic results are shown in Figure 1. As observed, the two values were greater than the recommended level of 0.1 , i.e. 0.207 and 0.132 , respectively, although they were rather low. The results implied a satisfactory and substantive model, and an examination of the hypotheses then proceeded. All hypotheses coefficients were significant and in the proposed directions, supporting and H 5 . As for the two control variables, gender had an insignificant effect, while the results provided a significantly positive effect of user experience on online purchase intention.
分析结果如图 1 所示。从图中可以看出，两个 值分别大于建议的 0.1，即 0.207 和 0.132，尽管它们相当低。 的结果意味着一个令人满意的实质性模型，随后对假设进行了检验。所有假设系数都是显著的，而且都在所建议的方向上，支持 和 H 5。至于两个控制变量，性别的影响并不显著，而结果显示用户体验对在线购买意向有显著的正向影响。

As mentioned, the assessment of the moderating effects employed the pooled overall sample. A comparison of using pair-wise -tests assessed the differences of the corresponding coefficients regarding between the SNS sample and the CCS sample. The results presented in Table 2 showed that the strengths of the effects of two of the three
如前所述，对调节效应的评估采用的是汇总的总体样本。使用成对 检验比较评估了 SNS 样本和 CCS 样本之间关于 的相应系数的差异。表 2 显示的结果表明，三个变量中的两个变量的影响强度分别为 和 。

Figure 1: Research framework, proposed hypotheses and direct relationship results
图 1：研究框架、提出的假设和直接关系结果

Table 2: Proposed moderating effect results
表 2：拟议的调节效应结果

Significance levels:
重要程度：

antecedents (informativeness and entertainment) on perceived SMA value were significantly weaker in the SNS sample than their corresponding path coefficients in the CCS sample. However, there is no difference between the strength of the relationship between the other antecedent, credibility and perceived SMA value in the two samples. Therefore, the results supported H 4 a and H 4 b , but not H 4 c .
在SNS样本中，前因（信息性和娱乐性）对感知SMA价值的影响路径系数明显弱于在CCS样本中的相应路径系数。然而，另一个前因（可信度）与感知SMA价值之间的关系强度在两个样本中没有差异。因此，结果支持 H 4 a 和 H 4 b，但不支持 H 4 c。

The current research studies the predictors of SMA value and its effect on online purchase-related behaviour in Southeast Asian transitional economies, an area with
目前的研究探讨了东南亚转型经济体中 SMA 价值的预测因素及其对网购相关行为的影响。
a collective, group-oriented and high uncertainty avoidance culture influenced by Confucian values. The moderating effects of types of social media on the predictor-SMA value dyads are also investigated. The current research introduces the EV theory to explain the impact of consumers' SMA beliefs on their perceived advertising value delivered through the still-emerging social media in Southeast Asian transitional economies. The field study, conducted in Vietnam, finds that the SMA beliefs, i.e. advertising informativeness, entertainment and credibility, have positive effects on consumers' perceived value of SMA, which in turn positively influences their online purchase intention. In addition, on the SNS, the effects of advertising informativeness and entertainment on SMA value are weaker than those on the CCS. Nevertheless, there is no difference in the effect of advertising credibility on SMA value in both media, a result this research does not anticipate. Such an unexpected result might be because there is no beneficial difference between the SNS and the CCS in terms of saving time and energy when searching for specific advertising content. Both types of social media allow consumers to post comments and share opinions correlated with specific content such as advertisement. However, according to Bergh et al's (2011) theoretical taxonomy, the SNS allows individuals to share the advertisement content only among their personal contacts, while the CCS permits individuals to communicate with unrestricted connections. It is therefore possible that consumers look for comments and opinions posted by their close and interactive friends regarding advertisements on the SNS. Although the number of comments and opinions is far less than on the CCS, where such user output is generated by public subscribers, consumers' comments and opinions on the SNS are considered to be more reliable. Less time and energy consumption are required to verify these comments despite the major purpose of accessing the SNS not being for the acquisition of specific content such as advertising. Therefore, the perceived value of advertising on the SNS does not differ from that of the CCS, and the effect of advertising credibility on SMA value on the SNS is hence similar to its effect on the CCS.
受儒家价值观影响的集体、群体导向和高度不确定性规避文化。研究还探讨了社交媒体类型对预测因素-SMA 价值二元组合的调节作用。目前的研究引入了 EV 理论来解释东南亚转型经济体中消费者的 SMA 信仰对其通过新兴社交媒体感知到的广告价值的影响。在越南进行的实地研究发现，SMA信念，即广告的信息性、娱乐性和可信性，对消费者感知的SMA价值有积极影响，进而对他们的在线购买意向产生积极影响。此外，在SNS上，广告信息性和娱乐性对SMA价值的影响弱于CCS上的影响。然而，广告可信度对SMA价值的影响在这两种媒体上却没有差异，这是本研究没有预料到的结果。出现这种意料之外的结果，可能是因为在搜索特定广告内容时，SNS 和 CCS 在节省时间和精力方面并无益处。这两种社交媒体都允许消费者发表评论，分享与广告等特定内容相关的观点。然而，根据 Bergh 等人（2011 年）的理论分类法，SNS 只允许个人在其个人联系人中分享广告内容，而 CCS 则允许个人与不受限制的联系人交流。因此，消费者有可能在 SNS 上寻找其亲密和互动朋友发布的有关广告的评论和意见。 虽然评论和意见的数量远远少于中央消费者服务中心，因为中央消费者服务中心的用户产出是由公众订阅者产生的，但消费者在 SNS 上的评论和意见被认为是更可靠的。尽管访问 SNS 的主要目的不是获取广告等具体内容，但验证这些评论所需的时间和精力都较少。因此，SNS 上的广告感知价值与 CCS 上的广告感知价值并无不同，因此广告可信度对 SNS 上 SMA 价值的影响与其对 CCS 的影响相似。

The findings of the current research provide important theoretical and managerial implications. In terms of theoretical implications, first, this research contributes to the study of social media's role in the field of advertising, particularly in Southeast Asian transitional economies. The current research develops and empirically tests a conceptual framework, thus providing theoretical insight into how consumers' advertising beliefs regarding the new media, known as social media, affect consumers' perceived SMA value, which in turn has an impact on their online purchase intention. Second, this research accounts pragmatically for the better performance and applicability of the proposed framework on the CCS rather than on the SNS, an issue rarely addressed in extant literature. This adds to the body of knowledge regarding the moderating role of types of social media, which, as a new advertising platform, should be further classified and differentiated. Third, this research provides empirical support for the applicability of the EV theory to social media, a new advertising medium, in the context of Southeast Asian transitional economies,
目前的研究结果具有重要的理论和管理意义。在理论意义方面，首先，本研究有助于研究社交媒体在广告领域的作用，尤其是在东南亚转型经济体。目前的研究建立了一个概念框架并对其进行了实证检验，从而为消费者对社交媒体这种新媒体的广告信念如何影响消费者感知到的 SMA 价值，进而对其在线购买意向产生影响提供了理论见解。其次，本研究从实用角度说明了所提出的框架在 CCS 而非 SNS 上有更好的表现和适用性，而这一问题在现有文献中很少涉及。这为有关社交媒体类型的调节作用的知识体系增添了新的内容，社交媒体作为一种新的广告平台，应进一步分类和区分。第三，本研究为 EV 理论在东南亚转型经济体背景下适用于社交媒体这一新型广告媒介提供了实证支持、
where the application of social media in advertising is just beginning to take hold. Fourth, this research helps to broaden present knowledge of consumers' advertising beliefs by demonstrating how another belief dimension, advertising credibility, positively contributes to the formation of consumers' perceived advertising value in the social media environment. Consequently, from the perspective of consumers' beliefs, this contribution confirms the significance of advertising credibility in reducing consumers' worries about unsolicited advertising messages, and thus enhances consumers' attitude towards SMA. Fifth, this research provides further evidence for the influence of national cultures on how consumers perceive SMA value, because it clearly reflects consumers' characteristics in collective cultures with the situation of avoiding uncertainty. The research might also serve as a basis for comprehending other transitional economies, such as China, that are also influenced by Confucian values. Last but not least, the research findings offer a baseline for monitoring the future dynamics of the current studied subject matter. This baseline is valuable as all these factors may still be evolving due to a short history of SMA in Southeast Asian transitional economies undergoing market reform.
社交媒体在广告中的应用刚刚起步。第四，本研究通过证明另一个信念维度--广告可信度--如何在社交媒体环境中积极促进消费者感知广告价值的形成，有助于拓宽目前对消费者广告信念的认识。因此，从消费者信念的角度来看，本研究证实了广告可信度在减少消费者对未经请求的广告信息的担忧方面的重要作用，从而增强了消费者对 SMA 的态度。第五，本研究进一步证明了民族文化对消费者如何感知 SMA 价值的影响，因为它清楚地反映了集体文化中消费者的特点，即避免不确定性。这项研究还可作为理解其他转型经济体（如中国）的基础，这些经济体也受到儒家价值观的影响。最后但并非最不重要的一点是，研究成果为监测当前研究主题的未来动态提供了一个基线。由于东南亚转型经济体进行市场改革的历史较短，所有这些因素可能仍在演变之中，因此这一基线非常有价值。

Regarding managerial implications, since consumers' SMA beliefs can increase their perceived SMA value and then online purchase intention, marketing managers and advertising practitioners in Southeast Asian transitional economies ought to pay more attention to strategies that help to form consumers' perception of the importance, usefulness and value of SMA. More specifically, these strategies should develop the SMA that appears most likely to be regarded as highly informative, entertaining and credible. It is worth noting that the attribute of informativeness exhibits the highest strength of influence on consumers' perceived value of SMA. This result provides the evidence that in Southeast Asian transitional economies, consumers perceive that the most important function of advertising is to provide information, which further indicates that product-related information can dominate the advertising content in these economies. For instance, marketers can improve the perceived informativeness of SMA through the presentation of up-to-date and essential information regarding brand features and attributes such as what options are available and what unique functions their products offer. Access to this information will facilitate purchase judgement and decision making in transitional economies (Herpen et al. 2000). Consumers will thus consider SMA as a valuable source of product information. Of course, due to cultural effects, consumers with collective-oriented backgrounds may pay more attention to the context of the transmitted information rather than the information itself (Nisbett 2003). Marketers may need to carefully provide the required product-related information within the SMA content rather than a large amount of SMA for purposely getting more benefits and increasing SMA effectiveness. The next best alternative is to develop more entertaining advertisements that can enhance the interest, amusement and entertainment of SMA. For example, marketers can integrate an emotional tone into the features of SMA, such as in YouTube video clip advertising. Participants may as a result feel pleasure when watching the advertising (see also Eckler & Bolls 2011). Since one more predictor of SMA value, based on the findings, is credibility, another strategy that marketers ought to pursue is to develop the trustworthiness and believability of SMA
就管理意义而言，由于消费者的SMA信念可以提高他们对SMA价值的感知，进而提高在线购买意向，因此东南亚转型经济体的营销经理和广告从业者应该更加关注有助于形成消费者对SMA重要性、实用性和价值感知的策略。更具体地说，这些策略应开发最有可能被视为信息量大、娱乐性强和可信度高的 SMA。值得注意的是，信息性属性对消费者感知的 SMA 价值的影响强度最高。这一结果证明，在东南亚转型经济体中，消费者认为广告最重要的功能是提供信息，这进一步表明在这些经济体中，与产品相关的信息可以主导广告内容。例如，营销人员可以通过提供有关品牌特点和属性的最新基本信息，如产品有哪些选择和独特功能等，来提高消费者对东南亚市场营销信息的感知度。获取这些信息将有助于转型经济体的购买判断和决策（Herpen 等，2000 年）。因此，消费者会将 SMA 视为有价值的产品信息来源。当然，由于文化的影响，具有集体导向背景的消费者可能会更关注所传播信息的背景，而不是信息本身（Nisbett，2003 年）。 营销人员可能需要谨慎地在广告内容中提供所需的产品相关信息，而不是提供大量的广告内容，以便有目的地获得更多利益并提高广告效果。下一个最佳选择是开发更具娱乐性的广告，以增强 SMA 的趣味性、娱乐性和消遣性。例如，营销人员可以将情感基调融入SMA的特点中，如YouTube视频剪辑广告。这样，参与者在观看广告时就会感到愉悦（另见 Eckler & Bolls，2011 年）。根据研究结果，SMA 价值的另一个预测因素是可信度，因此营销人员应采取的另一项策略是提高 SMA 的可信度和可信性。
in order to tailor it to the culture of uncertainty avoidance prevalent in these economies. To achieve this, advertisements can provide credible sources of information used in the advertising content, or encourage participants to reveal their social connections, such as their persona, thus enhancing the overall perceived credibility of SMA. Collectively, marketers should focus on developing information-rich social media advertisements that are simultaneously entertaining and credible.
以适应这些经济体普遍存在的回避不确定性的文化。为此，广告可以提供广告内容中使用的可靠信息来源，或鼓励参与者透露他们的社会关系，如他们的角色，从而提高SMA的整体可信度。总之，营销人员应注重开发信息丰富的社交媒体广告，同时兼具娱乐性和可信性。

The results regarding the moderating effects of the type of social media used for advertising suggest that there exists a difference in effectiveness when utilising various social media for the purpose of advertising. The CCS (e.g. YouTube) is preferable to the SNS (e.g. Facebook) because of its relative advantage in the constructs of informativeness and entertainment, both of which enhance SMA value and thus online purchase intention. That is, generally speaking, in Southeast Asian transitional economies, the CCS may be a better choice to attract consumers' attentions. This insight also yields a further interesting managerial implication that advertisers ought to choose the right medium for specific advertising purposes. For example, an advertiser with quite specific content to communicate to consumers might be better served by the CCS than the SNS. However, considering the variety of consumers who use various social media, it might also be necessary to simultaneously invest in advertising on the SNS, if it is affordable for advertisers, as there is no difference in the effect of credibility on advertising value in both types of social media. Notably on the SNS, consumers' perceived informativeness and entertainment are mostly part of social interaction and relationship building. This medium thus seems to be suitable for advertisers who purposely utilise consumers', especially young consumers', social networking habits to promote their brands, while consumers can simultaneously receive information and be entertained. For example, advertisers can encourage consumers to use their pre-existing social networks on Facebook to share marketing content and messages among friends, thus conducting an effective viral advertising campaign to enhance the perceived advertisement value, and in turn increase the purchase intention of the advertised product/brand.
有关用于广告的社交媒体类型的调节作用的结果表明，利用各种社交媒体进行广告宣传的效果存在差异。CCS（如 YouTube）优于 SNS（如 Facebook），因为其在信息性和娱乐性方面具有相对优势，这两方面都能提高 SMA 价值，从而增强在线购买意向。也就是说，一般来说，在东南亚转型经济体中，CCS 可能是吸引消费者注意力的更好选择。这一观点还带来了另一个有趣的管理启示，即广告主应根据具体的广告目的选择合适的媒介。例如，如果广告商需要向消费者传达的内容非常具体，那么与 SNS 相比，CCS 可能更适合广告商。然而，考虑到使用各种社交媒体的消费者的多样性，如果广告主能够负担得起，可能也有必要同时在 SNS 上投资广告，因为在这两类社交媒体上，可信度对广告价值的影响并无差异。值得注意的是，在社交网站上，消费者感知到的信息性和娱乐性主要是社交互动和关系建立的一部分。因此，这种媒体似乎适合广告商有目的地利用消费者（尤其是年轻消费者）的社交网络习惯来推广其品牌，而消费者则可以同时获得信息和娱乐。 例如，广告商可以鼓励消费者利用 Facebook 上已有的社交网络在朋友间分享营销内容和信息，从而开展有效的病毒式广告活动，提高广告的感知价值，进而提高广告产品/品牌的购买意向。

As with other empirical studies, the current research has several limitations that suggest directions for further research. In the current study, university students are the investigated demographic. However, collecting data from only the university student segment limits the generalisability of the findings. Additional research using various samples covering other segments is necessary. Second, there exist cultural and economic differences among Southeast Asian transitional economies as well as other transitional economies. Therefore, other studies ought to attempt to replicate the current research in other transitional economies in order to extend our knowledge and insight into the application of the current research findings. Finding differences in segments and locations would suggest further moderating phenomena and provide other avenues for future research. Third, two values in this study are low. These low values indicate that other variables may be involved in predicting perceived SMA value, as well as online
与其他实证研究一样，本研究也存在一些局限性，为进一步研究指明了方向。在当前的研究中，大学生是被调查的人群。然而，仅从大学生群体中收集数据限制了研究结果的普遍性。有必要使用涵盖其他人群的各种样本开展更多研究。其次，东南亚转型经济体与其他转型经济体之间存在文化和经济差异。因此，其他研究应尝试在其他转型经济体中复制当前的研究，以扩展我们的知识，并深入了解当前研究成果的应用。如果能发现不同地区和领域的差异，就会发现更多的调节现象，并为今后的研究提供其他途径。第三，本研究中有两个 值较低。这些低值表明，在预测感知 SMA 价值以及在线
purchase intention. Regarding the former factor, while the current research focuses on the effects of advertising content characteristics variables, other possible contributing factors may also play a critical role in forming the value of advertising in the social media environment. For instance, Choi et al. (2008) indicate that interactivity will affect advertising value in a mobile medium. With the latter factor, previous studies indicate that online purchase intention may be also influenced by factors such as attitude towards the website (Hausman & Siekpe 2009), prior purchase experience (Brown et al. 2003) and internet dependency (Mafe & Blass 2006). Since these contributing factors may also affect the perceived value of advertising on social media and purchase intention, future research could investigate the effects of these contributing factors within the current research model context, thus improving the low values and providing a more integrated solution for the current subject matter. Moreover, the current research considers only the moderating role of two types of social media, i.e. the SNS and the CCS. Further studies can introduce other social media types, such as blogs and collaborative projects (for more detailed discussion on various types of social media, see Kaplan & Haenlein 2010; Bergh et al. 2011), thus providing further understanding on the moderating role of a full range of various social media settings. Of course, as social media users may feel less irritated than the viewers of other traditional advertisements on the internet, such as pop-up ads, it is therefore probable that the perceived value of SMA is higher than in the traditional Web 1.0 internet environment. An examination of this assertion, which also considers irritation in various types of media, would expand the current proposed research model and result in a better understanding of SMA.
购买意向。关于前一个因素，虽然目前的研究侧重于广告内容特征变量的影响，但其他可能的促成因素也可能对社交媒体环境中广告价值的形成起到关键作用。例如，Choi 等人（2008 年）指出，互动性会影响移动媒体中的广告价值。对于后一个因素，先前的研究表明，在线购买意向还可能受到网站态度（Hausman & Siekpe，2009 年）、先前购买经验（Brown 等，2003 年）和互联网依赖性（Mafe & Blass，2006 年）等因素的影响。由于这些促成因素也可能影响社交媒体广告的感知价值和购买意向，因此未来的研究可以在当前研究模型的背景下调查这些促成因素的影响，从而改善 值偏低的问题，并为当前的研究课题提供更加综合的解决方案。此外，目前的研究只考虑了两类社交媒体（即 SNS 和 CCS）的调节作用。进一步的研究可以引入其他类型的社交媒体，如博客和合作项目（关于各类社交媒体的详细讨论，请参见 Kaplan & Haenlein 2010; Bergh et al.当然，由于社交媒体用户在观看互联网上其他传统广告（如弹出广告）时所感受到的刺激可能会比观看其他传统广告的用户要少，因此，与传统的 Web 1.0 互联网环境相比，SMA 的感知价值可能会更高。 对这一论断进行研究，同时考虑各种类型媒体中的刺激因素，将扩展目前提出的研究模式，从而更好地了解 SMA。

The following questionnaire is a part of a research on social media advertising. Your precious opinion will let the academic circle have a more thorough understanding of this subject. Please answer the following questions on the basis of your personal opinions regarding advertisements on your Facebook/YouTube websites, with the convention:
以下问卷是社交媒体广告研究的一部分。您的宝贵意见将有助于学术界更深入地了解这一课题。请根据您个人对 Facebook/YouTube 网站广告的看法，按照惯例回答下列问题：

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William Van-Tien Dao is a doctorate candidate in the Department of Business Administration, National Central University, Taiwan. He is also an educational program specialist at Vietnam University of Commerce, Vietnam. His current research interests include advertising, Internet marketing, green marketing and marketing channels.
William Van-Tien Dao 是台湾国立中央大学工商管理学系的博士生。他还是越南商业大学的教育项目专家。他目前的研究兴趣包括广告、网络营销、绿色营销和营销渠道。

Angelina Nhat Hanh Le is Senior Lecturer for Master Program MBA in Small and Medium sized enterprises development (MBA-SEPT), Vietnamese-German University, Vietnam. She also teaches in University of Economics Ho Chi Minh City. Her current research interests include brand management, marketing channels, Internet marketing and green marketing. Her research has been published in Asian Journal of Technology Innovation, Management Decision, Asia Pacific Journal of Marketing and Logistics, amongst others.
Angelina Nhat Hanh Le 是越南越德大学中小型企业发展 MBA（MBA-SEPT）硕士课程的高级讲师。她还在胡志明市经济大学任教。她目前的研究兴趣包括品牌管理、营销渠道、网络营销和绿色营销。她的研究成果发表在《亚洲技术创新期刊》（Asian Journal of Technology Innovation）、《管理决策》（Management Decision）、《亚太营销与物流期刊》（Asia Pacific Journal of Marketing and Logistics）等刊物上。

Julian Ming-Sung Cheng is Associate Professor of Marketing in the Department of Business Administration, National Central University, Taiwan. His current research interests include marketing channels, international branding, glocal marketing, green marketing and digital marketing. His research has been published in various marketing journals, such as Journal of International Marketing, International Journal of Market Research, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Advertising Research, International Journal of Advertising, Journal of Product and Brand Management, Journal of Marketing Channels, amongst others.
郑明松（Julian Ming-Sung Cheng）是台湾国立中央大学工商管理系市场营销副教授。他目前的研究兴趣包括营销渠道、国际品牌、全球营销、绿色营销和数字营销。他的研究成果发表在多种营销期刊上，如《国际营销期刊》、《国际市场研究期刊》、《工业营销管理》、《工商业营销期刊》、《广告研究期刊》、《国际广告期刊》、《产品与品牌管理期刊》、《营销渠道期刊》等。

Der Chao Chen is Assistant Professor of Strategic Management in the Department of Business Administration, National Central University, Taiwan. His current research interests include strategic management, technology/creativity management and international enterprise strategy. His research has appeared in International Journal of Emerging Markets and he has published several books such as The Prosperity of Digital Families and The Competitive Guidance for IC Design Houses in Great Cbina.
Der Chao Chen 是台湾国立中央大学工商管理系战略管理助理教授。他目前的研究兴趣包括战略管理、技术/创意管理和国际企业战略。他的研究成果发表在《国际新兴市场杂志》上，并出版了《数字家庭的繁荣》和《大中国集成电路设计公司的竞争指南》等多部著作。

Address correspondence to: William Van-Tien Dao, The Office of Academic Affairs, Vietnam University of Commerce, Ho Tung Mau St, Cau Giay District, Hanoi, Vietnam.
通讯地址William Van-Tien Dao, The Office of Academic Affairs, Vietnam University of Commerce, Ho Tung Mau St, Cau Giay District, Hanoi, Vietnam.

Email: williamtiendao@gmail.com
电子邮件： williamtiendao@gmail.com

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