網路平面廣告對年輕消費者購買意願之要素: 以休閒零食為例

Factors of 2D Ads for the Higher Willingness to Purchase on Young Consumers – Evidence on Snacks

馬惠率(Haesol Ma)

指導教授 ： 許文馨

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2022年)

https://doi.org/10.6342/NTU202200387

摘要

隨著網際網路的普及化，電子商務已成為現今不可或缺的商業模式之一，而平面廣告應用於電子商務的比例逐年升高，網路廣告的執行儼然成為普遍B2C企業重要的經營策略之一。本論文將以台灣知名電商品牌: 「團圓堅果」開發之休閒零食作為主要商品，並以18~30歲年輕消費者作為實驗對象，透過問卷實際測試消費者對於休閒零食之廣告素材呈現的喜好，並驗證平面廣告設計背後成功的操作方法。
此研究主要以平面廣告設計和投放平台方式為例，並針對18~30歲年輕消費者以問卷方式發放進行，總共發放568份，有效問卷占83%，研究網路平面廣告對年輕消費者購買意願之要素。

關鍵字

平面廣告 ； 字體 ； 顏色 ； 標題 ； 時事題材 ； 新聞題材 ； 休閒零食 ； 購買意願 ； 社群媒體

並列摘要

With the popularization of the Internet, e-commerce has become one of the indispensable business models today, and the proportion of 2D advertising used in e-commerce has been increasing year by year. The implementation of online advertising has become an essential part for the majority of B2C companies of today. This paper will take casual snacks developed by a well-known Taiwanese e-commerce brand: "Tuanyuan Nuts" as the main product, and uses young consumers between the age from 18 to 30 as experimental consumers’, identifying their users’ preferences for casual snack advertising materials through questionnaires. Thus, verifying the successful operation methods behind the design of 2D ads.
This study mainly takes the design of 2D ads and their delivery platform as examples and conducts surveys for young consumers between the ages from 18 to 30. A total of 568 surveys were being conducted, 83% of which were valid responses. The results of the study found that:
(1) If larger fonts are used in the design of 2D ads, it will increase the willingness of young consumers to buy casual snacks.
(2) The choice of colors in the design of 2D advertisements matters, if cool colors are used, it will reduce the willingness of young consumers to buy casual snacks.
(3) The headline of the 2D advertisement design that uses positive word outperform the negative ones thus increases the willingness of young consumers to buy casual snacks.
(4) The use of current affairs and news themes in the design of 2D advertisements can further increase the willingness of young consumers to buy casual snacks.
(5) 2D ads that are placed in the evening hours, further increasing young consumers' willingness to buy casual snacks.
(6) 2D advertisements placed on social media (such as Facebook, Instagram, etc.) are more popular comparing with traditional news platforms, portals, and shopping malls, which in turn increases the willingness of young consumers to buy casual snacks when the related ads are being posted on social media.

並列關鍵字

2D ads ； Fonts ； Colors ； Headlines ； Current affairs themes ； News topics ； Casual snacks ； Purchase intentions ； Social media

參考文獻

(1)English

Albers-Miller, N. D., Gelb, B. D. (1996). Business advertising appeals as a mirror of cultural dimensions: A study of eleven countries. Journal of advertising, 25(4), 57-70.

An, D. (2007). Advertising visuals in global brands' local websites: A six-country comparison. International Journal of Advertising, 26(3), 303-332.

Babin, L. A., Burns, A. C. (1997). Effects of print ad pictures and copy containing instructions to imagine on mental imagery that mediates attitudes. Journal of advertising, 26(3), 33-44.

Backer, M. J., Churchill, G. A. (1977). The impact of physically attractive models on advertisement evaluations. Journal of marketing research, 14(4), 538-555.