探討迷因類別、對幽默的需求與從眾線索對廣告效果之影響

隨著短影音、圖像文化於社群媒體上的蓬勃發展，閱聽眾的眼球被形形色色的圖像鯨吞蠶食，注意力得以匱乏，此時「迷因」的簡單性與幽默性等特性易攫取閱聽眾的眼球。故此，迷因的能見度在廣告行銷的使用上逐漸提高，由於迷因傳播快速、成本低廉且更能獲得交流性的回饋。迷因廣告與行銷有助於提升企業與消費者之間的互動，從中能構建出信任感，最終提高廣告效果（品牌回憶與線上分享意願）。此外，「幽默需求」的個體差異，也成為許多研究亟欲探討的變項之一，行銷廣告商能探討哪種廣告能吸引不同幽默水準差異的消費者，成為從業人員確立迷因廣告可行性的基礎，剖析高幽默、低幽默需求消費者適用於何種迷因類別的廣告。因此本研究以幽默傳播、迷因文獻為基礎，探究有趣的迷因在社群媒體行銷中的使用，旨在確定品牌相關貼文中運用的有趣迷因是否會提高廣告效果，同時也加入廣告涉入度作為中介變項。本研究採2（迷因類別：有趣/嚴肅） x 2 （對幽默的需求：高/低）x 2 （從眾線索：高/低）三因子組間實驗設計，探討消費者經由三者變項交互作用下，對消費者產生的廣告效果影響，以及廣告涉入度在自變項（迷因類別、對幽默的需求、從眾線索）與依變項（品牌回憶、品牌態度、購買意願、線上分享意願）之間的中介效果。研究結果顯示，（1）有趣迷因相較於嚴肅迷因更能引發消費者較佳之品牌回憶、品牌態度和線上分享意願；（2）高從眾線索相較於低從眾線索更能引發消費者較佳之廣告效果；（3）在觀看迷因廣告的情境中，高幽默需求的消費者觀看有趣迷因會引發較佳的品牌回憶、品牌態度與購買意願；（4）在觀看迷因廣告的情境中，高幽默需求的消費者觀看高從眾線索的有趣迷因會引發較佳之品牌回憶、品牌態度、線上分享意願；（5）廣告涉入度能部分顯著中介自變項與依變項之間的關係。

關鍵字

Instagram ；迷因廣告；迷因類別；對幽默的需求；從眾線索；廣告涉入度；廣告效果

並列摘要

Along with the flourishing development of short videos and image culture on social media, audiences' attention is being devoured by the diversity of images. Ultimately, it leads social media users to have the scarcity of attention. Consequently, the simplicity and humor of "meme" easily catches the social media users’ attention. Therefore, the visibility of memes in advertising and marketing is gradually increasing due to meme’s rapid dissemination, low cost, and the feature of obtaining interactive feedback. Meme advertising and marketing contribute to enhancing interaction between businesses and consumers, fostering trust, and ultimately improving advertising effects (brand recalls and online sharing intentions). Additionally, the individual differences in "Need for humor" have become one of the variables that many studies are eager to explore. Marketers can investigate which advertisements can attract consumers’ attention with different levels of Need for humor, thus establishing the feasibility of meme advertising. Accordingly, this study is in accordance with the literatures of humor communication and meme that explores the usage of funny memes in social media marketing. Importantly, this study determines whether the usage of funny memes in brand-related posts enhances advertising effects or not. In addition, advertising involvement is included as a mediating variable in this study. Specifically, this study adopted a two (meme type : funny vs. serious)× two (Need for humor : high vs. low)× two (bandwagon cues : high vs. low) three-factor between-subject experimental design to explore the effect of these three factors on advertising effects. Plus, this study examined the mediating effects of advertising involvement on the relationships between relevant independent variables and dependent variables (brand recall, brand attitude, purchase intention, and online sharing intention). To sum up, the results of this study demonstrated that (1) Compared with serious meme advertisements, funny meme advertisements generated more favorable brand recalls, brand attitudes and online sharing intentions from consumers; (2) The Advertisements with high bandwagon cues produced more favorable advertising effects than those advertisements with low bandwagon cues; (3) When watching the funny meme advertising, the consumers with high Need for humor generated more favorable brand recalls, brand attitudes and purchase intentions than those with low Need for humor; (4) When watching marketing memes, consumers who have high Need for humor watching funny meme advertisements with high bandwagon cues generated more favorable brand recalls, brand attitudes and online sharing intentions; and (5) advertising involvement partly and significantly mediate the relationships between relevant independent variables and dependent variables.