「數位廣告創意評價」構面與指標驗證之分析

Evaluation of Digital Advertising Creativeness: A Study on Dimensions and Indicators Verification

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

《設計學報》 24卷1期 (2019/03) Pp. 41-60

摘要

數位時代開啟新的挑戰，多元媒體形式改變品牌溝通的本質，創造新的獲利之道，同時也改變原有閱讀訊息的習慣與思維，因此，傳統評價廣告創意的模式因數位科技發展已經無法適用當前之創意評價。而一組具備有效且適切的評價模式，必須通過嚴謹的科學驗證程序，以提供實務測量之需。本研究釐清數位廣告創意之意涵與特徵，並以建構之數位廣告創意評價5個構面和18項指標為假設模型，5個構面為「擴散性」、「策略性」、「實效性」、「互動性」和「廣告整體表現」，18項指標是「具有原創的」、「與眾不同的」、「令人吃驚的」、「有魅力的」、「富有想像的」、「具有改變行為的」、「有邏輯的」、「有說服力的」、「有影響力的」、「與品牌具有相關性的」、「與產品有連結的橋樑」、「具有品牌正面體驗的」、「具有參與的」、「具有娛樂性的」、「互動性的」、「具有好的創意」、「具有愉悅的」和「令人喜歡的」。且針對年輕族群進行問卷調查與驗證性因素分析，以檢測模型結構之適切性，研究結果顯示二階CFA模式之各項評鑑指標優於一階CFA模式，二階CFA模式通過模型適配度、信度和效度檢定，適合作為數位廣告創意評價之測量工具。

關鍵字

數位廣告 ； 廣告創意 ； 驗證性因素分析 ； 結構方程模式 ； 評價

並列摘要

Digital era brings forth new challenges because the form of multiple media has changed the nature of brand communication and created new ways to make profits. At the same time, it has also changed the habits and thinking of people when reading messages. As a result, the traditional advertising creativeness evaluation model is no longer applicable in current evaluation. Furthermore, a group of effective and applicable models must be tested by rigorous scientific verification for practical evaluation. The study clarified the meaning and characteristics of digital advertising, and put forward 5 dimensions and 18 indicators as hypothetical models. The five dimensions are ＂divergence＂, ＂strategy＂, ＂utility＂, ＂interaction＂ and ＂overall performance＂. The 18 indicators are ＂unique＂, ＂startling＂ ＂attractive＂, ＂imaginative＂, ＂change behavior＂, ＂logical＂, ＂persuasive＂, ＂affective＂, ＂relevant＂, ＂connective＂, ＂experienced＂, ＂engaged＂, ＂entertained＂, ＂interactive＂, ＂good ideas＂, ＂entertaining＂ and ＂favorable＂. A survey and a confirmatory factor analysis were conducted on a group of young people for the verification of the model. The results showed that the evaluation index of the second-order CFA model was superior to the first-order CFA model. The second-order CFA model passed the advertising creativeness evaluation of goodness-of-fit, reliability and validity tests.

並列關鍵字

Digital Advertising ； Advertising Creative ； Confirmatory Factor Analysis ； Structural Equation Modeling ； Evaluation

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