線上影音廣告對產品評價的影響

The Impact of Online video Advertisements on Product Evaluation

黃麒紋(Chi-Wen Huang)

指導教授 ： 李培齊

淡江大學/管理學院/管理科學研究所碩士班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00132

摘要

近年來，影片分享網站快速興起，在線上影片分享網站上上傳自製的影片、觀看他人的影片與下載他人的影片等，已經成為年輕族群的重要娛樂活動之一，其中最為讓人熟知的就是Youtube網站，不只是在美國，中國大陸模仿Youtube的線上影音網站至少有一百五十家，基於影音廣告如雨後春筍般的出現，新的網路廣告形式－「線上影音廣告」便誕生了。
目前較常見的線上影音廣告多是在網路使用者選擇收看之影片的前面播放，由於網路使用者大多是在未被告知的情況下被強迫觀看，所以線上影音廣告所引起的消費者煩躁性，可能會使消費者產生負面評價，此外，本研究基於Palanisamy and Wong(2003)所提出觀念中的線上消費者特性構面，試圖了解線上影音廣告所引起的消費者煩躁性，是否會因為線上消費者個人特性之不同而產生差異性。研究結果如下所示：
1、內部彈性高的消費者所感受到的煩躁性程度，會較內部彈性低的消費者所感受到的煩躁性程度來得低。
2、消費者對產品的期望程度高時，其所感受到的煩躁性程度，會較對產品的期望程度低時，所感受到的煩躁性程度來得低。
3、消費者對線上影音廣告的涉入性程度高時，其所感受到的煩躁性程度，會較涉入性程度低時，所感受到的煩躁性程度來得低。
4、消費者對線上影音廣告之認知的有用性程度高時，其所感受到的煩躁性程度會較認知的有用性程度低時，所感受到的煩躁性程度來得低。
5、線上影音廣告所引起的消費者煩躁性會使消費者對產品產生負面評價。
為了避免線上影音廣告的播放卻造成消費者對產品評價減分的情況發生，本文建議企業先從了解線上消費者特性著手，再進行線上影音廣告的設計與線上影音網站的選擇，才能有效率地將產品訊息傳遞給消費者，並提升消費者對產品的正面評價。

關鍵字

線上影音廣告 ； 煩躁性 ； 消費者期望 ； 消費者涉入性 ； 認知的有用性 ； 產品評價

並列摘要

During recent years, video sharing websites have become popular. That uploading, viewing and downloading video clips has become a kind of popular activity for young people. The most familiar website is called “Youtube”. Not only in United States but in China, lots of similar websites were emerged. In the same time, the new category of internet advertisement, called “online video Advertisements”, was born.

Most of the online video advertisements are played before the videos that online customers would like to view. Also, these customers are enforced to view the ads before being noticed. Thus, the irritation arose from the online video advertisements might make the customers have negative product evaluation. Besides, on the basis of the concept of Palanisamy and Wong (2003), the research tried to test that if personal characteristics influence the irritation arose from the online video advertisements. The research results are shown below.

1.A customer with high internal flexibility will perceive more irritation
arose from the online video advertisements than that with low internal
flexibility.
2.A customer with high expectation will perceive more irritation arose from the online video advertisements than that with low expectation.
3.A customer with high involvement will perceive more irritation arose from the online video advertisements than that with low involvement.
4.A customer with high perceived usefulness will perceive more irritation arose from the online video advertisements than that with low perceived usefulness.
5.The irritation arose from the online video advertisements will cause side effects on the product evaluation.

To prevent from the decrease of products evaluation after broadcasting online video advertisements, the research suggests that businesses should understand the characteristics of online customers. Then, they could start to find the best way to design the online video advertisements and choose suitable video sharing websites to spread product information to customers. Finally, the positive product evaluation will be increased in the meanwhile.

並列關鍵字

online video advertisements ； irritation ； customer expectation ； customer involvement ； customer’s perceived usefulness ； product evaluation

參考文獻

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