究竟數位音樂廣告有多煩人?探討侵擾性廣告對於使用者所產生的影響

How Annoying is Digital Music Advertising? Users’ Reactions toward Perceived Intrusiveness of Advertisements

楊甯亦(NING-YI YANG)

指導教授 ： 丁姵如

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

由串流音樂、音樂辨識和串流影片所組成的數位音樂產業正在快速蓬勃中。近幾年串流音樂已引領風潮，而這幾個月發展迅速。行銷者已注意到此趨勢也相繼開始在比如Spotify這樣的串流音樂網站的平台上擺放廣告。然而，行銷人員也許小覷了廣告帶給消費者的潛在負面影響，這些影響可能會嚴重危害廣告商和播放平台的對外觀感。本研究主要探討影響廣告侵擾的前因和廣告侵擾所帶來負面效果，研究將使用實驗法了解廣告長度、內容與廣告的協調程度、廣告曝光頻率與廣告侵擾之間的關係，以及侵擾效果對於廣告回想和廣告規避的關聯。本研究仿效串流音樂網站設計類似網頁，實驗情境共16個，包括2種類型的曲目(輕快和抒情歌曲)x2種歌曲-廣告間的協調程度(協調與不協調)x2種不同播放長度(15秒和30秒)x2種播放次數(一次和兩次)。最後，我們還要討論侵擾效果是否對於廣告態度和對於網站的態度有顯著性的負面影響。本研究的管理意涵將建議管理者如何於串流音樂網站適當擺放廣告以達到行銷效益。

關鍵字

串流音樂 ； 廣告侵擾 ； 廣告長度 ； 內容廣告協調性 ； 播放頻率

並列摘要

Digital music is a fast-growing industry comprised of music streaming, music identification, and video hosting services. Music streaming especially has taken off over the last couple of years, even more so in recent months. Marketers have noticed the trend and start to place advertisements on major players such as Spotify. However, certain potentially negative effect of these advertisements may be underestimated. This study focuses on the effect of perceived advertisement intrusiveness and conducts an experiment to determine the effects of ad length, ad-context incongruity, and repeated exposure on perceived intrusiveness of music advertisements and ad recall. We created a research Web site including treatment conditions for the music advertisements involving two different types of songs (brisk songs and love songs); two different types of advertisement (ad-context congruity and incongruity); two different advertisement lengths (15 and 30 seconds); and repeated exposure (repeat and no repeat). Furthermore, we discuss the impact of intrusiveness toward host website and advertisement attitudes, which leads to brand attitude. The managerial implications of this study provide advice on how managers can place advertisements on music streaming to achieve optimal marketing outcomes.

並列關鍵字

Music streaming ； Ad intrusiveness ； Ad length ； Ad-context incongruity ； Repeated exposure

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