Podcast廣告特質對消費者廣告態度與購買意圖影響之研究

A Study of Influences of Podcast Advertisement Characteristics on Attitude toward Advertisement and Purchase Intention

李玟嫻(Li Wun-Sian)

指導教授 ： 周世玉

國立臺灣師範大學/管理學院/全球經營與策略研究所/碩士(2022年)

https://doi.org/10.6345/NTNU202200969

摘要

本研究探討Podcast形象一致性、廣告訊息含量和品牌與消費者關係這三項廣告特質是否會影響廣告態度，以及是否會進而影響購買意圖。近兩年，Podcast在台灣被大眾熟知，隨著Podcast節目與收聽人數越來越多，品牌也開始透過與Podcast節目合作廣告來宣傳產品，此方式與目前品牌使用在社群媒體上的網紅行銷方式類似。然而過往社群媒體領域的學術研究較少研究以聆聽的方式進行廣告訊息傳遞，因此本研究以
Podcast這個新的媒體管道進行探討，並透過此研究結果了解消費者對Podcast廣告的廣告態度以及購買意圖。本研究是為讓品牌評估在使用Podcast節目進行廣告宣傳產品時，該如何透過設計不同的廣告內容來使消費者產生正向的廣告態度，另外也可以讓品牌了解廣告態度是否會影響購買意圖，讓品牌可以在行銷方式選擇上有更實證的研究做為基礎。
本研究以線上問卷進行實證研究，透過問卷之情境設計來探討本研究之研究問題，本研究探討的品牌類別為金融投資產品，因此問卷選擇的Podcast節目與品牌皆為金融投資產品相關。而研究結果顯示，品牌及Podcast節目之形象一致性、廣告訊息含量和品牌與消費者關係皆會正向影響廣告態度，此外，廣告態度也會正向影響購買意圖，而其中只有品牌消費者關係會直接影響消費者購買意圖。

關鍵字

Podcast ； 廣告特質 ； 廣告態度 ； 購買意圖

並列摘要

This study examines whether three advertising characteristics, including congruence, ad-vertising message informativeness and brand-consumer relationship influence advertising atti-tudes and purchase intention. In the past two years, Podcasts have become well-known in Tai-wan. With the increasing number of Podcast programs and listeners, brands have begun to promote products through co-advertising with Podcast programs. However, in the past academ-ic research in the field of social media, few studies have carried out advertising message trans-mission by listening.Through the results of this study, we can understand consumers' advertis-ing attitude and purchase intention towards podcast ads. The purpose of this study is to allow brands to evaluate how to design different advertising content to make consumers have a posi-tive advertising attitude when listening to Podcasts advertisement. In addition, brands can un-derstand whether advertising attitude affect purchase intention so that brands can base their marketing choices on more empirical research.
This research uses an online questionnaire to conduct empirical research, and explores the research questions of this research through the contextual design of the questionnaire. The brand category discussed in this research is financial investment products, so the Podcast pro-grams and brands selected in the questionnaire are all related to financial investment products. The research results show that brand and congruence, advertising message informativeness, and brand-consumer relationship all positively affect advertising attitudes. In addition, advertis-ing attitudes also positively affect purchase intentions, and only brand-consumer relationship It will directly affect consumers' purchase intention.

並列關鍵字

advertising characteristics ； advertising attitudes ； purchase intention

參考文獻

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