本研究旨在探討社群媒體中的原生廣告與使用者生成內容是否因溝通目的不同而呈現語言使用上的差異。研究採用 Hyland（2005）的後設語篇理論框架，聚焦於互動性後設語篇標記，包括規避語、增強語、態度標記、自我提及與互動標記，分析兩類文本中作者如何表達立場並與讀者互動。本研究以社群媒體貼文作為語料，並進行量化與質性分析。量化分析結果顯示，兩類文本在互動式後設語篇標記的整體分布上具有顯著差異。相較於使用者生成內容，原生廣告較少使用規避語與增強語，但較常使用態度標記與互動標記，而自我提及則未呈現顯著差異。質性分析進一步發現，原生廣告傾向與讀者建立一對一的互動關係，並將讀者的注意力放置產品本身，強調產品的正面評價，以進一步強化說服效果；相較之下，使用者生成內容則較常將產品評論呈現為個人主觀判斷，並透過較具社群導向的互動方式，將作者與讀者置於具有共同經驗的關係中。整體而言，本研究顯示，雖然社群媒體中的原生廣告在形式上常模仿使用者生成內容，因而增加辨識上的困難，但兩類文本在互動式後設語篇標記的使用上，仍會因不同的溝通目的而呈現出差異。本研究除了拓展原生廣告與使用者生成內容在語言使用差異上的相關討論，也可為後續原生廣告辨識與相關研究提供參考。

This study aims to investigate whether native advertising and user-generated content (UGC) on social media exhibit linguistic differences due to their different communicative purposes. Drawing on Hyland's (2005) framework of metadiscourse, this study focuses on interactional metadiscourse markers, including hedges, boosters, attitude markers, self-mentions, and engagement markers, to examine how writers express stance and interact with readers. The data consist of social media posts, and both quantitative and qualitative analyses were conducted. Quantitative results show that the overall distribution of interactional metadiscourse markers differs significantly between native advertising and UGC. Compared with UGC, native advertising uses fewer hedges and boosters but more attitude markers and engagement markers, while self-mentions show no significant difference. Qualitative findings further indicate that native advertising tends to use these markers to construct a sense of one-to-one interaction with readers, direct their attention to the promoted product, and highlight positive product evaluations, thereby increasing the persuasiveness of the message. By contrast, UGC more often uses them to present product reviews as personal judgments and to construct a more community-oriented relationship with readers. These findings contribute to the relatively few studies that examine the linguistic differences between native advertising and UGC and may offer insights for future work on native advertising recognition and detection.

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