Instagram限時動態AR濾鏡自我代言與互動性對廣告效果的影響

本研究採取線上實驗法，以2（自我代言 vs. 非自我代言） × 2（互動性高 vs. 互動性低）的受測者間設計（between-subject design），觀察參與者使用Instagram限時動態AR濾鏡時，在不同的自我代言條件以及不同的互動性條件下，對於廣告態度和購買意圖兩者的廣告效果是否有所不同。本研究最後共有122位有效參與者完成體驗與問卷填寫，研究結果發現自我代言條件雖與廣告效果之間沒有顯著關係，但自我代言條件可以正向影響自我參照感，自我參照感可以正向影響廣告效果，且自我參照亦可以中介自我代言條件與廣告效果之間的關係。此外，互動性則對廣告態度與購買意圖皆有正向的影響，但未提供調節與調節中介效果。

關鍵字

Instagram ； AR濾鏡；自我代言；自我參照；互動性；廣告態度；購買意圖

並列摘要

This study conducted an online experiment method to investigate the effect of different types of self-endorsing and interactivity in AR filter. In a 2 (self-endorsing vs. no self-endorsing) × 2 (high interactivity vs. low interactivity) between-subject design, 122 participants played an Instagram AR filter. The results show that self-endorsing in AR filter led to higher self-referencing, self-referencing led to higher attitude toward the ad and purchase intention, and self-referencing mediated the interaction effects of self-endorsing on attitude toward the ad and purchase intention. Also, interactivity has a positive impact on attitude toward the ad and purchase intention. However, the moderating effects and moderated mediation effect of interactivity were not statistically significant.