本研究旨在探討台灣消費者對Facebook、Instagram及YouTube三大數位社群平台上之廣告觀感，檢視廣告干擾性、個人化程度、隱私顧慮與廣告品質等因素如何影響消費者感知，進一步延伸至品牌認知與購買意圖，同時亦分析不同世代間的差異。研究方法採用混合式設計結合量化問卷調查與質性分析。
研究結果顯示Instagram收到最正面的消費者評價，而Facebook評價相對偏低。無論平台，高頻率且具干擾性的廣告皆為引發負面觀感的關鍵因素。在品牌認知層面，廣告品質、內容相關性與呈現方式為決定性因素；而在購買決策階段，情感共鳴與品牌信任則扮演更重要的驅動因素。值得注意的是，台灣消費者整體對個人化廣告持正面態度，惟當個人化程度過高時容易引發反感，呈現出明顯的「隱私悖論」現象，顯示台灣消費者對隱私的焦慮與敏感性。
不同世代對數位廣告的感知存在顯著差異。千禧世代 (Millennials) 是最為敏感的群體，對隱私和個人資料使用有高度警覺，並對廣告內容與品質也更高的期待；相較之下，Z世代 (Gen Z) 對廣告普遍接受度較高，但對高度曝光以及內容重複性過高的廣告特別容易產生負面觀感；而X世代 (Gen X) 與更年長的族群則更重視廣告的實用性。最後值得一提，數位廣告僅是整體行銷策略的一環，傳統與實體通路的行銷方式仍具顯著影響力，凸顯整合式行銷策略的重要性。
未來研究可進一步探討其他新型廣告，例如網紅行銷、短影音與直播平台，並延伸至更年輕的數位原生族群，以深化對消費者行為動態的理解。在科技日新月異的現今不僅有助於企業制定更有效的行銷策略，也能促進平台責任、資訊透明度，以及消費者保護等意識的提升，實現企業與社會的雙贏。

This study investigates Taiwanese consumers’ perceptions of digital advertising on three major social media platforms: Facebook, Instagram, and YouTube. It examines how factors such as ad intrusiveness, personalization, privacy concerns, and ad quality influence consumer attitudes, and how these perceptions affect brand awareness and purchase intention. A mixed methods approach was used, combining quantitative survey data with qualitative analysis. Generational differences in perception were also explored.
Findings show that Instagram received the most favorable evaluations, while Facebook was rated the lowest. Across all platforms, high ad frequency and perceived intrusiveness consistently led to negative reactions. For brand awareness, ad quality, relevance, and presentation were key contributors. At the purchase stage, emotional appeal and brand trust were identified as primary influencing factors. Although consumers generally appreciated personalized ads, excessive targeting often caused discomfort, revealing a “privacy paradox”.
Significant generational differences emerged. Millennials were the most sensitive group, expressing strong concerns about data privacy and expecting high quality and content. Gen Z demonstrated greater overall acceptance but reacted negatively to repetitive and overly frequent ads. Gen X and older cohorts placed higher value on ad accuracy and practical utility. Importantly, Traditional and offline channels remain influential, reinforcing the need for integrated marketing strategies that align with varying consumer expectations.
Future research could examine emerging advertising formats such as influencer marketing, livestream commerce, and short-form video, especially among younger, digitally native users. As technology evolves, understanding these dynamics can guide more effective, ethical, and consumer conscious marketing practices.