線上影音廣告創意策略與認知需求之溝通效果

Communication Effect of Online Video Creative Advertising Strategy and Cognition Need

方菁容(Ching-Jung Fang) ； 鄧成連(Cheng-Lein Teng)

《設計學報》 25卷3期 (2020/09) Pp. 25-44

摘要

本研究探討不同創意策略內容品質之廣告溝通效果，和觀者推敲可能性的認知心理對閱讀影音廣告之影響，最後檢測個人認知需求涉入創意策略是否影響之廣告溝通效果。受測刺激物經由專家評選後再以量化研究進行問卷調查，並且通過驗證性因素分析（CFA）檢測實驗模型之信效度，多變量變異數分析（MANOVA）進行假設檢定。研究結果得知創意策略內容品質直接影響認知階段、情感階段、行動階段及互動階段之數位廣告溝通效果，好的品牌故事確實會吸引消費者主動且持續觀看影音，並將感動擴散分享。就觀者認知需求的程度而言，受測者認知需求越高，對於廣告參與的投入和訊息內容推敲意願越高，廣告溝通效果之認知階段、情感階段、行動階段與互動階段越佳。另外，具有創意內容之影音廣告，受到認知需求程度的干擾，影音廣告之創意策略內容品質感性和理性，對於觀者廣告溝通效果之情感階段、行動階段和互動階段為無顯著差異。

關鍵字

影音廣告 ； 廣告創意 ； 推敲可能性模式 ； 認知需求 ； 廣告效果

並列摘要

This study investigates the effects of different creative strategies on advertising communication, and whether the viewer's Elaboration Likelihood Model may affect their ability to read video advertising. Moreover, it examines whether the personal cognitive needs are involved in the creative communication strategy. The tested stimuli were selected by experts and then investigated by quantitative research. The reliability and validity of the experimental model were tested by confirmatory factor analysis (CFA), and the hypothesis was determined by multivariate analysis of variance (MANOVA). The research results show that the content quality of creative strategy directly affects the digital advertising communication effect in the cognitive stage, emotional stage, action stage and interactive stage. The good brand story will really attract consumers to actively and continuously watch the video, and will spread and share. In terms of the degree of cognitive needs of the viewer, the higher the cognitive needs of the subject, the higher the willingness to vote for the advertisement and the content of the message, and the better the cognitive, emotional, action and interaction phases of the advertising communication effect. In addition, the video advertising with creative content are interfered by the degree of cognitive needs. The quality of the creative strategies of video advertising is emotional and rational, and there is no significant difference in the emotional, action and interaction phases of the viewers' advertising communication effects.

並列關鍵字

Video Advertising ； Creative Advertising ； Cognitive Needs ； Elaboration Likelihood Model ； Advertising Effect

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