微電影的劇情式廣告是否優於電視廣告－與產品的配適效果

Is Micro Cinema more Effective than Television Advertising?-The Fit Relationships between Advertising and Product Types

廖國鋒(G. F. Liaw) ； 黃柏茵(P. Y. Huang) ； 楊佳蓁(C. C. Yang) ； 江芳毓(F. Y. Chiang) ； 歐陽倩惠(S. W. Au Yeung) ； 陳寧(N. Chen)

《紡織綜合研究期刊》 24卷3期 (2014/07) Pp. 44-55

https://doi.org/10.6439/TTRJ.201407_24(3).0006

摘要

近年來微電影行銷的手法蓬勃發展，但卻沒人對此提出具體研究。因此本研究將著重於了解微電影這新興的行銷手法是否優於一般電視廣告，再加入必需品與奢侈品為考量，是否會影響其結果；最後，人格特質－理性與感性為本研究之干擾因素，探討不同的人格特質是否影響本研究結果。研究設計分為前後測兩個階段，由前測確立商品類型的代表品牌，後測問卷則驗證本研究之假設。本研究以128位大專院校學生為研究樣本，研究結果發現：單就廣告類型，微電影的廣告效果小於電視廣告；加入商品類型後，透過微電影行銷奢侈品的效果優於必需品，但在電視廣告的情況下，必需品與奢侈品的效果相當；最後加入人格特質的考量，微電影對於感性的人其廣告效果優於理性的人。再進一步地探討研究數據後發現，不論廣告類型與商品類型進行交互作用其效果為何，對理性的人而言廣告效果無顯著差異；反之對於感性的人，透過微電影行銷奢侈品的效果優於必需品，而透過電視廣告則兩種商品類型的效果相當。此外加入人口統計，無論男性或女性，皆是奢侈品使用微電影能產生的廣告效果比必需品更顯著。最後，本研究經由結果提出一些學術與實務管理意涵，並對此提出相關建議供業界參考。

關鍵字

微電影 ； 電視廣告 ； 奢侈品 ； 必需品 ； 理感性 ； 廣告效果

並列摘要

Micro cinema has spread fast in recent years, yet there are no specific researches about it. The goal of this research is to understand whether micro cinema is more effectual than television commercial. Then we take luxury and necessary into consideration to determine if it would affect the former result. Finally, personality-rationality and perception are the confounding factors of this research. This research is divided into two stages. We decide the brands which represent luxury and necessary individually through pretesting and verify the hypotheses as the followings by post testing. A. Micro cinema is more effectual than television commercial. B. The effect of marketing luxury is better than necessary when advertising by micro cinema. On the other hand, the effect of advertising is similar between luxury and necessary products when advertising is television commercial. C. When advertising by micro cinema, the effect of the perception is better than the rationality. 128 college students are invited to be the research sample of this research. Based on the result of analysis, we have found that television commercial is more effectual than micro cinema. Nonetheless, the effect of marketing luxury is better than necessary when advertising by micro cinema. Otherwise the effect of advertising is similar between luxury and necessary when advertising by television commercial. Finally, taking personality into account, the effect of the perception is better than the rationality when advertising with micro cinema. According to the result of analysis, we find that the interaction between ads and the types of products doesn't have an effect on the rational. However, to the perception, as advertising product by micro cinema, the effect of marketing luxury is better than the necessary. But if the product is advertised by television commercial, the effect between the luxury and the necessary is quite the same. And after taking the demographics into account, the effect of marketing the luxury is always better than the necessary by micro cinema regardless of gender. The last, the final results are in accordance with concrete suggestions for follow-up production and management implications of academic researchers.

並列關鍵字

Micro cinema ； Television commercial ； Luxury & Necessary ； Rationality and Perception ； Advertising effectiveness