消費者對爭議性業配影片的感知及其因應行為

經營「自媒體」成為當今的熱潮，YouTube更是最大的平台，YouTube已經成為消費群獲得訊息的重要途徑。YouTuber成為新興職業，從原先的個人影像創作發展至今，業配已成為新的收入模式。本研究以第一人效果為研究框架，以問卷調查YouTube使用者怎麼感知這些具有爭議性的業配影片。本研究將探討影響YouTube使用者會不會評估自己比他人容易受到業配影片的影響(第一人效果)，並進一步探討第一人效果對廣告迴避(個人因應)及廣告負面互動(社會因應)的影響。　　本研究共回收605份有效問卷，問卷對象為看過爭議性業配影片者。研究結果發現一致性對廣告價值具有顯著影響；廣告價值、YouTubers’喜愛度會正向顯著的影響第一人效果；自我意識則會負向顯著的影響第一人效果。第一人效果對廣告迴避無顯著影響；第一人效果對廣告負面互動有正向顯著影響。此外，影片涉入對自我意識與第一人效果之間的關係不存在顯著干擾效果。道德感知對第一人效果與廣告迴避之間的關係有正向干擾效果。最後，本研究結果所提出實務貢獻作為未來廠商欲邀請YouTuber做業配之參考。

關鍵字

爭議性業配影片；第一人效果；廣告迴避；廣告負面互動

並列摘要

Operating "self-media" has become the current craze, and YouTube is the largest platform. YouTube has become an important way for consumers to obtain information. YouTuber has become a new profession. From the original personal video creation to the present, sponsor video has become a new income model. This research uses the first-person effect as the research framework, and uses questionnaires to investigate how YouTube users perceive these controversial sponsor videos. This study explore the impact on YouTube users will assess whether I am more susceptible to the sponsor videos than others (the first-person effect), and further explore the first-person effect on ad avoidance (personal coping) and negative advertising interactions (social coping). A total of 605 valid samples for the questionnaires were collected, and the main samples are YouTube users who had watched the controversial sponsor videos. The results of the study found that consistency has a significant impact on advertising value; advertising value and YouTubers’ likability will positively and significantly affect the first-person effect; self-awareness will negatively and significantly affect the first-person effect. The first-person effect has no significant impact on ad avoidance; the first-person effect has a positive and significant impact on the negative advertising interaction. In addition, video involvement does not have a significant effect on the relationship between self-awareness and the first-person effect. Perceived ethicality has a positive and significant effect on the relationship between the first-person effect and Ad avoidance. Finally, the practical contribution proposed by the results of this research serves as a reference for future manufacturers to invite YouTuber to do sponsor video.