認知需求、角色取替對於廣告識讀、廣告批判態度、品牌態度及購買意願之影響

廣告行銷人員發現社群媒體巨大的潛力，逐漸將行銷廣告轉移到社交媒體上。把品牌或商品置入、整合到娛樂中。由於Youtube廣告的高可視度，廣告商贊助Youtuber，將廣告置入於影片中，來瞄準青少年市場。當在觀看Youtuber置入的廣告影片時，青少年是否能發現其商業動機，值得探討。以往的研究主要針對兒童，青少年方面，目前尚未得到充分研究。因此，本研究以國中生為研究對象，目的想探討青少年消費者認知需求與角色取替對其認知與態度廣告識讀的關係，並探討青少年廣告識讀與購買意願之間的關係。本研究採取問卷調查方式，採便利抽樣，發放期間為 2018/04/21 至2018/05/26，回收有效問卷233份，所得資料以SPSS軟體 (Statistical Package for the Social Science) 為分析方法驗證研究假設。主要研究發現獲得結論如下： 1、認知需求較高的青少年對Youtuber影片置入廣告的說服意圖的理解也越高。 2、青少年的角色取替能力與其理解廣告銷售以及說服有顯著正相關。 3、青少年理解廣告的銷售意圖與說服意圖並不會使其免於受到廣告的影響，因而降低其購買意願。 4、對廣告的批評態度與購買意圖呈負相關。 5、品牌態度在受試者對廣告的批判態度與購買意願有中介作用。

關鍵字

消費者社會化；廣告識讀；購買意願；角色取替；認知需求；廣告批判態度；品牌態度

並列摘要

The objects of this study are junior high school students and the aim of this study is to examine how individual traits, need for cognition and perspective taking are related to young adolescents’ conceptual and attitudinal advertising literacy. The study also examines how an adolescent’s advertising literacy is related to purchase intentions. This study applied a survey to collect data and used quantitative analysis to test hypotheses. The results of the study were listed as the following: 1. The findings confirm that adolescents who score higher on the need for cognition scale are also more likely to have a higher understanding of persuasive intention of the placement ad in youtuber’s video. 2. Adolescents’ perspective taking abilities are significantly related to their understanding of selling intent. 3. Adolescents’ understanding of advertisement’s selling intent did not make them less susceptible to the persuasive influence of advertising and reduce purchase intention. 4. Critical attitude towards advertising was negatively related to purchase intentions. 5. Results also indicate that brand attitude is a mediator between critical attitude towards advertising and purchase intention.

並列關鍵字

consumer socialization ； advertising literacy ； purchase intention ； perspective taking ； need for cognition ； critical attitude toward advertising ； brand attitude