- 學位論文
產品推薦文內容結構、產品類別與人稱代名詞之使用對廣告效果之影響
The Impacts of Product Recommendation Structure, Product Type and Personal Pronoun on Advertising Effectiveness
摘要
隨著網際網路的普及，人們藉著各種產品推薦文，結合分享自身經歷與生活故事來引起他人的共鳴，透過故事的力量去影響人們的情感與想法，進而改變人們對產品的看法。若將故事運用在廣告之中，廣告中的故事便能夠娛樂消費者，使消費者更專注、沉浸於廣告之中，並且讓消費者模擬廣告當中的產品如何使用在生活上，進而使產品對消費者產生意義。 本篇論文主要是在研究產品推薦文內容結構、產品類別與人稱代名詞之使用對廣告效果之影響。為了探討本研究的假設，採取2(敘事結構/非敘事結構)x2(享樂型產品/實用型產品) x2(人稱代名詞「我」/「你」)之實驗設計，並模擬設計8篇產品推薦文進行實驗。研究結果發現相較於非敘事結構，產品推薦文若以敘事結構呈現，則能夠對消費者產生較佳的廣告效果，也證實了運輸效果為推薦文內容結構對廣告效果影響的中介變數。不過本研究以產品類別為干擾變數的討論之中，與敘事結構有無的交互作用上並未達到統計上的顯著性。以及產品推薦文使用人稱代名詞「我」或「你」，對廣告效果的影響差異並不顯著。最後，依據研究結果與結論來進行討論，提出管理建議與後續研究可進一步探討之處。
並列摘要
With the popularization of the Internet, people are highly involved in product recommendations, and they tend to share their product experiences and life stories to resonate with others, influencing people’s views, thoughts and emotions through the power of stories. The stories in advertisements can entertain consumers, allow consumers to become more focused and immersed in ad content, so that the products can be meaningful to consumers when they simulate how the products in the advertisement will be used in their lives. This thesis mainly aims to study how the structure of product recommendation, product category and personal pronoun affect advertising effectiveness. A 2 (narrative vs. non-narrative structure) x 2 (hedonic vs. utilitarian product) x 2 (personal pronoun "I" vs. "you") between-subject factorial design was conducted for this study. The results reveal that product recommendations following a narrative structure result in better advertising effectiveness than those framed in non-narrative structure. The relationship between product recommendation structure and advertising effectiveness is mediated by transportation effect. However, the moderating effect of product type is not significant. Besides, the use of the personal pronoun "I" or "you" in product recommendation does not exhibit significant difference in terms of advertising effectiveness. Based on our findings, managerial and marketing implications are discussed, and future research directions are further pinpointed.