以體驗行銷觀點探討台灣消費者對於環境廣告之看法研究 ─ 以「自殺防治廣告 滑鼠墊篇」為例

The Research of Taiwanese Consumers' Perspective on Ambient Advertising with Reference to the Experiential Marketing: A Case Study of “Suicide Prevention Ads: Mouse Pad”

劉雅文(Ya-Wen Liou)

指導教授 ： 陳麗秋

元智大學/資訊學院/資訊傳播學系/碩士(2012年)

摘要

環境廣告存在於日常生活環境中，透過廣告位置與消費者不經意的行為產生互動，猶如體驗行銷般，令消費者參與或置入廣告情境當中。然而，環境廣告於國外發展十餘年，但對於台灣消費者而言，依舊是種特殊陌生的廣告型態。有鑑於此，本研究以廣告實驗的方法將廣告置入於環境中，並以深度訪談的方式，訪談24位接觸廣告的消費者，運用體驗行銷架構來了解台灣消費者對於環境廣告的看法。
研究結果發現，環境廣告隱藏於環境當中，消費者因視覺、觸覺特殊性而注意到廣告，但某部分消費者認為環境廣告只是環境附屬品，注意力仍舊專注於預先執行之事務，反而容易忽視廣告；情感體驗層面發現，台灣消費者對於環境廣告多數抱持正向情緒反應，而廣告訊息內容與時空下個人狀況為影響消費者情緒反應的重要因素；思考體驗的部分，消費者的個人背景與經驗與廣告本身的形式表現會影響消費者如何解讀環境廣告，然而由於台灣消費者缺乏環境廣告經驗與相關知識，導致消費者即使理解廣告訊息仍舊無法意識自身融入廣告當中；行動體驗方面，當消費者關注環境廣告的表現形式與特色時，願意主動分享討論廣告，當消費者著重於廣告主題與訴求時，則會視話題選擇分享與否。

關鍵字

環境廣告 ； 體驗行銷 ； 戶外媒體

並列摘要

Ambient advertising exist in everyday environments. Their placement can lead to consumer interaction during casual behavior. These advertisements are similar to experiential marketing, which is where the consumers participate or are virtually placed in the advertisements. However, for Taiwanese consumers, ambient advertising remains a unique and peculiar advertising style despite its development abroad for over a decade. Therefore, in this study, we placed an advertisement in the environment using the advertising experiment method, and then conducted in-depth interviews with 24 consumers who were exposed to this advertisement. We used an experiential marketing framework to understand the Taiwanese consumers’ views on ambient advertising.
The results indicated that although ambient advertising were hidden in the environment, consumers noticed the advertisements because of their unique visual and tactile characteristics. However, a number of consumers believed that ambient advertising were only environmental accessories, and tended to focus on executing their prior plans, easily ignoring the advertisements. On an emotional experience level, we found that the majority of Taiwanese consumers had positive emotional responses toward ambient advertising. Additionally, the advertising message content and the consumers’ emotional state at the specific time and place were major factors that influenced their emotional responses. Regarding cognition experiences, consumers’ personal background and experiences combined with the advertising form influenced how they interpreted ambient advertising. However, Taiwanese consumers lack experience and knowledge of ambient advertising. Thus, regardless of whether consumers understood an advertisement’s message, they were unable to perceive their integration into the advertisement. Regarding mobile experiences, when consumers paid attention to the forms and characteristics of ambient advertising, they took the initiative to share and discuss the advertisements. When consumers focused on an advertisement’s themes and demands, they determined whether to discuss the advertisement based on the topic.

並列關鍵字

ambient advertising ； experiential marketing ； outdoor media

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