論點品質與產品屬性設定：原生廣告之心理模擬效果研究

Argument Strength and Product Attribute: The Effect of Mental Simulations on Native Advertising

黃柏巍(Huang Bo-Wei)

指導教授 ： 林慧斐

國立臺灣師範大學/國際與社會科學學院/大眾傳播研究所/碩士(2019年)

https://doi.org/10.6345/THE.NTNU.GMC.003.2019.F05

摘要

由於原生廣告干擾性與辨識性較低的特性，其點擊率較傳統橫幅廣告高出許多，但點擊率高並不意味著真正獲得消費者之青睞，本研究旨在探討原生廣告中，若結合廣告中認知面的設計是否能達到更佳的原生廣告效果?因此，本研究採2（心理模擬:過程導向vs.結果導向）x2（論點品質:強vs.弱）x2（產品屬性:享樂型vs.功利型）組間實驗，以瞭解消費者對於原生廣告內容設計之認知態度與購買行為的影響。

研究結果顯示，（1）在原生廣告中，採用功利型屬性相較於享樂型屬性有較佳的產品態度；（2）在原生廣告中，採用強論點相較於弱論點能產生較佳的廣告效果；（3）在功利屬性的原生廣告中，採用結果導向之心理模擬有較佳的廣告態度；（4）在功利屬性的原生廣告中，採用強論點品質有較佳的產品態度；（5）在心理模擬設計的原生廣告中，採用強論點品質有較佳的廣告態度。

關鍵字

原生廣告 ； 心理模擬 ； 產品屬性 ； 論點品質 ； 推敲可能性模型

並列摘要

Due to the non-intrusive and low recognition of native ads, the click-through rate is much higher than that of traditional banner ads. However, the number of click-through rate does not mean that consumers are really favored. This study aims to explore whether the design of the cognitive-oriented in the native advertisement might generate better advertising effects. An experiment with a 2（Mental simulations: process-focused vs. outcome-focused）x2（Argument Strength: strong vs. weak）x2（Product Attribute: hedonic vs. utilitarian）between-subject design was conducted to identify the impact of consumer perceptions and purchase intention on native advertising.

The experiment results show that (1) Native advertisement using utilitarian attribute generates a better product attitude than hedonic attribute; (2) In the native advertisement, the use of strong argument generates a better effects than the weak argument; (3) In the native advertisement of utilitarian attribute, the use of outcome-focused mental simulation generates a better advertising attitude; (4) In the native advertisement of utilitarian attribute, the use of strong argument generates a better product attitude; (5) In the native advertisement of mental simulation design, the use of strong argument has a better advertising attitude.

並列關鍵字

native advertising ； mental simulation ； product attributes ； argument strength ； elaboration likelihood model

參考文獻

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