迷因干擾懷舊程度和品牌知名度對動畫觀影意願之影響

The Internet Meme as Interference of Nostalgia and Brand Awareness to the Animation Movie Watching Intention

王筱君 ； 蕭凱茵 ； 楊小萱 ； 李昱采 ； 宋洁欣

《圖文傳播藝術學報》 2021 (2021/03) Pp. 164-175

摘要

本研究旨在探討懷舊情感、品牌知名度及觀影意願之間的關係，並以宮崎駿為實驗對象，進一步了解網路迷因加入後對三者的影響，以及會如何觸發觀看者後續的行為反應。本研究透過設計調查問卷的方式，發放回收獲得316份有效樣本，經整理統計資料了解，懷舊情感及品牌知名度對觀影意願彼此具有顯著影響，消費者會想觀看擁有復古元素的電影題材，知名度高的電影也會提高消費者的觀影意願；但迷因在三者之中僅對品牌知名度有顯著相關性，迷因無法提升消費者對懷舊情感的行為反應，也不會增加電影的觀影意願。這項研究將提供廣告商與企業主未來在做相關網路宣傳時，消費者對於品牌結合懷舊元素或迷因行銷的參考行為反應。

關鍵字

網路迷因 ； 品牌知名度 ； 懷舊情感 ； 觀影意願

並列摘要

The purpose of this study is to investigate the effects between nostalgia, brand awareness and the intention to watch movies. Moreover, we take Hayao Miyazaki as the object of the research, in order to further understand the internet meme's influence on other variables, and examine the effect of consumers behavior. Sample of 316 collected through questionnaire survey from field and online, and hypotheses were tested by regression analysis. The results of the study showed that nostalgia and brand awareness have significant and positive effects on the intention to watch movies. Consumers would like to watch the film with nostalgia elements, and films which have high popularity would also increase consumer's intention to watch movies. However, in all variables, internet meme only have significant and positive effects on brand awareness. Internet meme is unable to improve consumer's emotional responses about nostalgia, and wouldn't increase consumer's intention to watch movies, as well. Based on the result, this study will provide a reference for consumers' behavior on brands that use nostalgic elements or internet meme in the future when advertisers and business owners marketing on the internet.

並列關鍵字

Internet Meme ； Brand Awareness ； Nostalgia ； Intention to watch movies