知覺互動性對廣告溝通效果之影響—以Instagram限時動態為例

在生活中，我們隨處可見廣告的存在，而廣告對於行銷人員來說，也是一項不可或缺的行銷手法。近年來，網際網路漸趨發達，社群媒體出現廣告的次數也越來越頻繁，而以Instagram來說更是如此，由於Instagram是目前許多人每天都會使用的社群媒體之一，而Instagram的限時動態更是社會大眾經常會使用到的應用程式功能，因此本研究便以Instagram限時動態作為研究情境，來進行相關的實驗與探討。本研究係採用實驗設計的方式進行，分別以知覺互動性與廣告溝通效果作為研究中的自變數與依變數，而以限時動態廣告背景色（有彩色、無彩色）、性別與Instagram使用頻率作為干擾變數，並透過網路問卷的方式作為線上調查之媒介。本研究總計發放690份問卷，最終共收回656份有效問卷，期望藉由本研究了解社群媒體使用者在觀看Instagram限時動態廣告之情況，並透過研究得以讓企業商家或品牌更了解使用者的需求與喜好，同時也能夠讓使用者在Instagram上獲得更優質的社群媒體體驗。本研究透過有效樣本進行平均數檢定與迴歸分析之假說檢定後，可以得出以下幾點發現：一、限時動態廣告的知覺互動性會對廣告溝通效果產生正面之影響二、性別對於知覺互動性與限時動態之廣告溝通效果間具有干擾效果三、有彩色背景色與無彩色背景色會對廣告記憶產生不同的正面影響

關鍵字

知覺互動性；廣告溝通效果； Instagram限時動態；背景色彩

並列摘要

It is inevitable that we could discover various types of advertisements in our lives. Hence, utilizing advertisements to advertise products could be viewed as an indispensable technique for marketers. In recent years, the frequency of ads exhibited on social media has raised, especially on Instagram. Besides, Instagram is one of the most frequent use platforms, and its Instagram Stories are the function that its users would check usually. Therefore, this essay focuses on the effects of multiple marketing techniques operating on Instagram Stories. To understand users’ behavior on Instagram Stories, this thesis adopts experimental design method to conduct the research. Perceptual interactivity and advertising effectiveness are the independent and dependent variables respectively. Moreover, the background color of Instagram Stories, user’s gender, and frequency of Instagram use as the moderating variables. Following a survey with 656 valid questionnaires (690 questionnaires in total were sent out), this essay reached the conclusions below by utilizing t-test and regression analysis on the result of them: (1)The perceptual interactivity of the advertisements on Instagram Stories have positive impacts on advertising effectiveness. (2)Gender has an interference effect between perceptual interactivity and the advertising effectiveness of the advertisements on Instagram Stories. (3)Chromatic and achromatic background colors have positive impacts on advertisement memory of distinctive sorts of advertisements.