大學生 Instagram 使用動機差異與不同廣告格式的廣告效果研究

Different motives for Instagram use and Ad format among university students of Ad effect

蘇聖方(Sheng-Fang Su)

指導教授 ： 黃儀婷

中原大學/設計學院/商業設計研究所/碩士(2018年)

https://doi.org/10.6840/cycu201800553

摘要

Instagram已成為廣告主投放行動廣告的重要平台，為更精準投放個人化廣告，先了解台灣大學生Instagram的使用動機，再針對Instagram的三種廣告格式差異對廣告效果之影響進行實驗。本研究分兩部分進行，第一部分結果，驗證科系及性別皆為造成Instagrm使用動機差異的因子；第二部分結果，在產生不同使用動機分類後，對 Instagram 三種廣告格式之注意力效果與情緒引發程度的不同進行分析，並加入手機網路成癮程度和產品喜好的干擾因子。首先，在不同廣告格式間所有動機的比較，自我展現動機高的人較不排斥廣告，並且有最佳的注意力。首次凝視前時間，創造力動機高者在單圖、多圖皆比其他動機表現好；首次凝視停留時間則是自我展現動機高者皆比記錄生活與社交互動動機高者佳；影片格式較快擷取到逃避現實動機高者的目光，但多圖格式卻能讓他們的目光停留較久。若只比較廣告格式之間，視覺吸引力最好的格式為影片；但在視覺擷取力方面，較好的則為單圖格式，多圖格式雖比影片格式較快擷取到受測者的目光，但較容易失去注意力。除此之外，情緒引發程度方面，產品不是主要影響情緒引發的因子，廣告格式的影響力較大，受測者在看見單圖格式的廣告時，情緒波動最大。本研究之結果期望供廣告主未來對於投放手機介面的Instagram個人化網路廣告的具體參考。

關鍵字

Instagram ； 使用動機 ； 廣告格式 ； 眼動 ； 皮膚導電

並列摘要

Instagram has become an important platform for ad serving. There are two parts, first, understand the motives for the use of Instagram among Taiwanese university students, and then experiment with the three advertising formats of Instagram on the effectiveness of advertising. The first part of the results, department and gender both make the influences in motives for Instagram use; the second part of the results, comparison of all the motives of different formats, motives of self-promotion themselves are less exclusive of advertising and have the best attention; People that motives of creativity performed better than other motivations in image ads and carousel ads; video ads quickly captured the motives of escapist. If we only compare the formats of the advertisements, the best visually attractive format is the video; but in terms of visual extraction power, the better one is the image ads format. About To First Fixation Duration, carousel ads format is better than video ads format, but First Fixation Duration is opposite. In addition, Galvanic Skin Response, product is not the main factor that affects emotional triggering, but the advertisement format; subjects have the most emotional fluctuations when they see advertisements of image ads format. The results of this study are expected to provide advertisers with Instagram personalized advertisements serving for mobile phones.

並列關鍵字

Instagram ； motives for use ； ad format ； eye tracking ； galvanic skin response

參考文獻

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