擴增實境濾鏡類型對於品牌置入程度之廣告效果影響—以Instagram為例

隨著擴增實境濾鏡（AR Filter）的出現，讓天馬行空的創意透過手持行動裝置的鏡頭下在社群平台上完美體現。2020年Instagram發布Spark AR平台公開讓所有用戶成為濾鏡創作者，許多企業品牌看準此商機，想藉由擴增實境濾鏡「高互動、高曝光、高轉載」的特性，將品牌融入擴增實境濾鏡行銷，企圖透過趣味互動體驗創造更多的流量、粉絲及廣告效果。因此，本研究以擴增實境濾鏡作為媒介，利用3x2因子的組間設計實驗法，探討在三種不同的「擴增實境濾鏡呈現類型（互動型、遊戲型、體驗型）」，品牌的「置入顯著程度（顯著、隱約）」是否會對「廣告效果（記憶效果、廣告態度、品牌態度、點選意願）」以及體驗後的「使用經驗滿意度」造成不同的影響。本研究採隨機抽樣方式，將問卷發放於Facebook社團及Instagram等社群平台，共回收250份有效樣本。其研究結果可發現：（1）擴增實境濾鏡對於品牌而言是具有廣告效益的。（2）三種不同擴增實境濾鏡類型對於廣告效果中的「記憶效果」、「廣告態度」、「品牌態度」及「使用經驗滿意度」上均具有顯著差異。（3）品牌置入程度對「記憶效果」、「廣告態度」、「品牌態度」、「點選意願」以及「使用經驗滿意度」均呈現顯著差異，且皆為品牌置入顯著優於品牌隱約的方式。整體而言，以互動型/品牌置入程度顯著的濾鏡呈現方式最具有良好的廣告效果及使用經驗滿意度，期盼本研究結果能賦予企業品牌未來在濾鏡設計及行銷策略上作為參考依據。

關鍵字

擴增實境濾鏡；品牌置入程度；廣告效果；使用經驗滿意度

並列摘要

With the advent of the augmented reality filter, let the unconstrained creativity be perfectly reflected on the social platform through the lens of a handheld mobile device. In 2020, Instagram released the Spark AR platform to openly let all users become filter creators. Many corporate brands see this business opportunity, and want to integrate the brand into the AR filter marketing through the AR filter's "high interaction, high exposure, and high reprint" characteristics, in an attempt to create more through fun interactive experiences Traffic, fans and advertising effectiveness. Therefore, this study uses the augmented reality filter as the medium, and 3x2 Between-Subject experimental design to discuss the three different types of augmented reality filters (interactive, game, and experience), level of brand placement(prominent and subtle), whether it will be "advertising effect (memory effect, advertising attitude, brand attitude, and click intention) and the "use experience satisfaction" has different effects. In this study adopts random sampling method. 250 valid responses were employed. Summed up the following conclusions: （1） Augmented reality filters do have advertising effectiveness. （2） The three different AR filter types have significant differences in the "memory effect", "advertising attitude", "brand attitude" and "use experience satisfaction". （3） The level of brand placement have significant differences in "memory effect", "advertising attitude", "brand attitude", "click intention" and "use experience satisfaction". And " prominent placement" is better than the " subtle placement ". In general, The "interactive/ prominent placement" filter method has the best advertising effect and use experience satisfaction. It is hoped that the results of this research will give the corporate brand a reference basis for filter design and marketing strategies in the future.