- 期刊
Instagram貼文版面顏色一致性對行銷傳播成效之影響－以品牌官方帳號為例
How color congruity impacts the effectiveness of marketing communication- the brand official account on Instagram posts
摘要
近年來社群媒體興起，品牌紛紛開始經營自家Instagram官方帳號。現今，運用各種創意，例如版面以及貼文設計來吸引消費者目光，是相當重要的議題。本研究採用實驗法，設計出四組以顏色一致為主的情境，分別為顏色（一致vs不一致）x（單篇照片vs整體版面），進而釐清這些情境對情緒反應（愉悅、喚起）與行銷傳播成效（品牌態度、頁面造訪意願、網路口碑分享）的影響。藉由280位受試者進行實驗，探究結果顯示，無論在整體版面或單一照片中，顏色一致時都會刺激情感反應，並產生愉悅以及喚起的感受。此外，這兩種情緒都會顯著影響頁面造訪意願及網路口碑分享。而愉悅的情緒也會影響到品牌態度。本研究結果有利於業者在經營品牌Instagram官方帳號的行銷傳播參考依據。
並列摘要
With the rise of social media in recent years, many brands have started to operate their own official Instagram accounts. Taking various creative ways to gain consumers' attention on Instagram, such as the design of layout and post, is one of the most crucial issues nowadays. This study employed the laboratory experimental method to manipulate four scenarios of color consistency, color (congruence vs. incongruence) x (single photo of post vs. whole layout), to clarify the effect of these scenarios on emotions (pleasure, arousal) and the marketing communication (brand attitude, web visit Intention, eWOM sharing). The results from 280 subjects were demonstrated that the influence of color consistency on pleasure and arousal emotions may occurred in both layout and single post conditions. Accordingly, both pleasure and arousal emotions had significantly effect on visit intention and eWom sharing. Furthermore, pleasant emotions also affect their brand attitudes. Overall, the outcome of this study can provide several implications for brands to manage their official Instagram account.