探討Instagram影片、圖片廣告對於消費者心理反應與購買行為之影響：以美妝產業為例

Investigating the influences of Instagram video and photo ads on consumers’ psychological reaction and purchase behavior: The example of cosmetics industry

顧詠晴(Ku Yung-Ching)

指導教授 ： 洪為璽 ； 季延平

國立政治大學/商學院/企業管理研究所(MBA學位學程)/碩士(2022年)

https://doi.org/10.6814/NCCU202200754

摘要

Instagram 在近年已經越來越受到企業的重視與喜愛，許多企業選擇使用Instagram來做品牌的推廣、廣告投放。故本研究將針對Instagram上的圖片形式與影片形式廣告，將其特性如資訊性、娛樂性、廣告創意度等作為刺激消費者的因素，探討這些因素是否會影響到消費者的心理感知，如廣告態度及品牌態度，以及探討其心理感知是否會影響後續的購買行為。本研究採網路發放問卷，蒐集了456則有效樣本，後續以結構方程模型進行資料分析，共得出以下結論：一、圖片和影片廣告的廣告價值 (資訊性與娛樂性) 與消費者的廣告態度和品牌態度皆有正向顯著關係，兩種廣告裡都以娛樂性的影響程度高於資訊性，且影片廣告的影響差距較圖片廣告大。二、圖片和影片廣告的廣告創意度與消費者的廣告態度和品牌態度皆有正向顯著關係。三、消費者對於圖片和影片廣告的廣告態度和其購買意願皆有正向顯著關係。四、消費者對於圖片和影片廣告的品牌態度以及購買意願皆有正向顯著關係。五、影片廣告較圖片廣告擁有更高的廣告價值、廣告創意度，消費者也對其擁有更高的廣告態度、品牌態度及購買意願。本研究貢獻除了證實了上述結論並充實了 Instagram 領域的文獻，也證實了Instagram這個新興平台與過往龍頭Facebook在廣告之間的差異性，同時也提供美妝產業的企業社群行銷策略的方向。

關鍵字

美妝產業 ； Instagram ； 廣告價值 ； 廣告態度 ； 購買意願 ； SOR模型

並列摘要

Instagram has gradually become favored and valued by enterprises during recent years. Many businesses choose Instagram for brand promotion and advertising. Therefore, this study will focus on image and video advertisements on Instagram and credit their characteristics, such as Informativeness, Entertainment, and Advertising Creativity, as factors that stimulate consumers. This study would explored whether these factors affect consumers' psychological perceptions, such as Advertising Attitude and Brand Attitude, and whether their psychological perceptions influence subsequent Purchase Intention. This study issued an online questionnaire and collected 456 valid samples. This study would used Structural Equation Modelling to do data analyzing. There are five conclusions: 1. In both image and video advertisements, Advertising Value (Informativeness and Entertainment) have positive and significant impacts on consumers' Advertising Attitude and Brand Attitude, while the impacts of Entertainment are greater than that of Informativeness in both forms of ads. 2. In both image and video advertisements, Advertising Creativity has a positive and significant impact on consumers' Advertising Attitudes and Brand Attitude. 3. In both image and video advertisements, consumers' Advertising Attitude has a positive and significant impact on their Purchase Intentions. 4. In both image and video advertisements, consumers' Brand Attitude has a positive and significant impact on their Purchase Intentions. 5. Compared with image ads, video ads have higher Advertising Value and Advertising Creativity. Consumers also have higher Advertising Attitude, Brand Attitude and Purchase Intentions after watching video ads compared with image ads. In addition to confirming the above conclusions and the differences between Facebook and Instagram advertisement, this study also provides direction for the corporation to develop their marketing strategies in the cosmetics industry.

並列關鍵字

Cosmetics industry ； Instagram ； Advertising value ； Advertising attitudes ； Purchase intention ； SOR model

參考文獻

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