虛擬代言人物的類型對線上廣告效果之研究-以產品類別為干擾變數

The Effect of Animated Spokes-Character Type upon On-line Advertisements: The Moderating Role of Product Type

郭秀雅(Hsiu-Ya Kuo)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

本研究以網路廣告為基礎，探討虛擬代言人物與產品之間的配適效果，以填補相關研究之研究缺口，並測試不同類型的虛擬代言人物在網路廣告中的廣告效果，此廣告效果包括廣告注意力、廣告態度及廣告可靠性。本研究運用虛擬代言人物之特性，包括臉部特徵（娃娃臉容貌及成熟臉容貌）、配音（成人音及類似孩童音）、性別（男性及女性）及運用產品類別(享樂性產品及功利性產品)當作為研究之干擾效果，創造出十六種不同類型的廣告組合，製作八個享樂性產品以及八個功利性產品的網路動畫廣告，作為實驗設計的主軸，並使用ANOVA來檢視各類型代言人物之廣告效果。
研究結果發現享樂性產品適合使用臉部特徵具娃娃臉容貌的代言人物、配音的部分則是運用類似孩童音較為適合、女性虛擬代言人物的廣告效果最佳；功利性產品則適合使用臉部特徵具成熟臉容貌的代言人物、配音的部分則是運用成人音較為適合、男性虛擬代言人物的廣告效果最佳。

關鍵字：虛擬代言人物、網路廣告、臉部特徵、動畫配音、產品類別。

關鍵字

虛擬代言人物 ； 網路廣告 ； 臉部特徵 ； 動畫配音 ； 產品類別

並列摘要

To fill the research gap regarding spokes-characters, this study examines the rarely discussed influence of lip-syncing and product type match up effect in on-line advertisements. This study tests different types of animated characters effects on advertisement effectiveness, including ad attention, ad attitude, and ad credibility. The main experiment includes sixteen conditions, in which each character has a different facial appearance (baby-faced vs. mature-liked characters), lip-synchronization (adult-sounding vs. childlike-sounding voice), and gender (female vs. male), presenting both hedonic and utilitarian product animated on-line advertisement. Using analysis of variance (ANOVA) to analyze the data and examine the effects of spokes-character types on advertisement effectiveness.
The study results show that female baby-faced spokes-characters with childlike-sounding voice endorsing hedonic products elicit positive influences on ad effectiveness; male mature-faced spokes-characters with adult-sounding voice endorsing utilitarian products elicit positive influences on ad effectiveness.

Key words: Virtual spokes-character, On-line advertisement, Facial appearance,
Lip-synchronization, Product type

並列關鍵字

Virtual spokes-character ； On-line advertisement ； Facial appearance ； Lip-synchronization ； Product type

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