廣告貼文使用Emoji對消費者情感及購買意願調查之研究

A Study of Consumer Emotions and Purchase Intentions by Using Emoji in Advertising Posts

蘇郁涵 ； 李宜珍 ； 汪姿伶 ； 蔡依娗

《圖文傳播藝術學報》 2020 (2020/04) Pp. 161-167

摘要

近幾年許多企業開始正視網路行銷，本研究發現許多知名購物網站在Facebook上的廣告貼文會加入Emoji表情符號吸引消費者目光，用來輔助情緒的傳遞與緩和溝通的情境。透過本研究了解消費者會產生什麼樣的消費情感，以理性感性訴求作為廣告訴求的量測。此研究方法為問卷分析，第一階段網路問卷測試及正式發放第二階段網路和實體紙本問卷，回收347份有效問卷。問卷利用SAS分析進行編制量表與彙整資料，達到研究目的。

關鍵字

消費者Consumers ； 廣告貼文Advertising Posts ； 社群網站Social Networking Site ； Emoji ； 正面情感Positive Affect ； 廣告訴求Advertising Appeal ； 購買意願Purchase Intention

並列摘要

Recent years, many companies have increasingly been facing internet marketing. Many famous shopping websites use Emoji in Facebook posts to attract consumers 'attention. little is known about how consumers might react to the use of emoji in advertisements. In this paper, we examine the effect of including emoji in advertisements on consumers' purchase intentions.We also examined the moderating influence of advertising appeal type (rational vs. emotional) on the emoji positive affect purchase intentions link, finding that using emoji in advertising posts are only effective for emotional advertising appeal . This study uses the questionnaire survey method to analyze why and when emoji are likely to make advertisements more effective. Questionnaires are divided into two stages.At the first stage, questionnaire survey are issued as network, and at the second stage, questionnaire survey are issued at the same time as network and physical questionnaires, granting total recovered 347 valid questionnaires. The questionnaire uses SAS analysis to compile scales and compile data for research purposes.