廣告中商品陳列方向之廣告效果

The Advertising Effectiveness of Horizontal versus Vertical Product Image Display

李佳蓁(Chia-Chen Lee)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/碩士(2019年)

https://doi.org/10.6342/NTU202000105

摘要

產品多樣性是吸引消費者的重要因素，而過去亦已有許多研究討論實體零售店面如何透過產品擺放設計來影響消費者對該產品的知覺多樣性、相關效果以及行為意圖。本研究將過去關於實體店面商品陳列方式之理論及研究延伸至網路廣告，討論以水平或垂直方向陳列廣告產品圖片時對廣告效果的影響。
本研究採用受測者間實驗設計法，以「產品圖片陳列方向」作為主要自變數，「產品態度」、「產品興趣」、「購買意願」、「送禮意願」、「廣告態度」、「處理流暢性」及「知覺多樣性」作為依變數，探討廣告產品圖片的排法差異如何透過處理流暢性的中介影響消費者對該產品的知覺多樣性，並再進一步透過知覺多樣性的中介影響廣告效果。共進行三項實驗，透過實驗一推論出使用裝置螢幕方向的不同可能會影響處理流暢性及知覺多樣性，實驗二將使用裝置之螢幕方向納入考量，實驗三則討論在各種產品圖片陳列方向及螢幕方向組合時，廣告篇幅的長短(正常版vs.加長版)對廣告效果的影響。
研究結果指出:
一、廣告產品圖片陳列方向對於處理流暢性、知覺多樣性的影響會因為使用裝置之螢幕方向(橫向/直向螢幕)而有所差異
二、當螢幕為橫向時，在廣告效果方面，廣告產品圖片陳列方向會影響消費者態度，並在特定情況下亦會影響消費者的行為意向
三、中介效果會因為廣告篇幅(正常/加長版)以及廣告圖片陳列方向(水平/垂直陳列)的不同而有所差異
四、廣告篇幅(正常/加長版)對於處理流暢性和知覺多樣性的影響方向相反

關鍵字

產品圖片 ； 水平/垂直陳列 ； 廣告效果 ； 處理流暢性 ； 知覺多樣性

並列摘要

Assortment variety is an important factor in attracting consumers. This research extends the theory of product display design from the field of physical retail to online advertisements, discussing the advertising effectiveness of horizontal versus vertical product image display.
The present study conducts three between-subject experiments, with “Product image display” serves as the main independent variable and “Product attitude”, “Product interest”, “Purchase intention”, “Gift-giving intention”, “Attitude toward the ad”, “Process fluency” and “Perceived variety” serve as dependent variables. We discuss how different product image displays affect consumers' perceived variety through the mediation of process fluency, and then further affect the advertising effectiveness through the mediation of perceived variety.
Through experiment one, we infer that the orientation (portrait/landscape) of the device screen may affect consumers’ process fluency and perceived variety. In experiment two, we take “screen orientation” into consideration. In experiment three, we discuss the effect of the length (normal/extended ver.) of advertisement on advertising effectiveness under different combinations of product image displays and screen orientations.
The results indicate:
I.The effect of product image display on process fluency and perceived variety varies due to different screen orientations (portrait/landscape).
Ⅱ.When the screen is in landscape orientation, product image display (horizontal/vertical display) in an advertisement will affect consumer attitude and in certain cases affect consumer behavioral intention.
Ⅲ.The mediating effect varies depending on the length of the advertisement (normal/extended ver.) and the product image display.
Ⅳ.The length of the advertisement (normal/extended ver.) has opposite effects on process fluency and perceived variety.

並列關鍵字

Product image ； horizontal/vertical display ； advertising effect ； process fluency ； perceived variety

參考文獻

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