As advertising on social network service is one of the newest forms of internet advertising and
it has gained attention from the popular press.
Most Social network service advertising studies were exploratory research on the attitude
toward advertising aspect but few studies were focus on the consumer click behavior aspect.
According to the prior research, perceived fit was an important variable in advertising and it
affected the consumer click behavior.
Therefore, this research examined the factors affecting the consumers' perceived fit and
identification in Social Network Service Advertising. Analysis was performed for the empirical
study based on important variables of this framework including utility, informativeness,
entertainment, individual customization, perceived fit, identification, and attitude toward SNS
This research 278 data were collected through survey and were analyzed. The data were
recorded and analyzed using the SPSS18.0 and LSREL8.30. The brief findings of the study
were as belowing:
Firstly, the characteristics of SNS advertising content trait which affected on perceived fit were
“informativeness”, “entertainment” and “individual customization”. Secondly, the
characteristics of SNS advertising content trait which affected on advertising identification
were “utility”, “entertainment”, “individual customization” and “perceived fit”. Thirdly, the
consumers’ “perceived fit” showed effect on attitude towards SNS advertising. Fourthly,
advertising identification gave effect on “commitment”.
Finally, discussion of the results, implications and new ideas for further research are