探討隱蔽式廣告行銷對消費者說服與反應之影響：消費者的代理與主題知識之干擾

An Examination of the Covert Marketing on Consumer Persuasion and Response: Moderating Effects of Agent Knowledge and Topic Knowledge.

林妤庭(Yu-Ting Lin)

指導教授 ： 林心慧

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2017年)

摘要

現今網際網路蓬勃發展，造就許多新型態的行銷手法，越來越多企業使用隱蔽式行銷來說服消費者，並將傳統的媒體轉移至社群平台，作為與消費者溝通的管道。而近年來崛起的原生廣告，強調以不干擾的閱讀歷程引起消費者的關注；由素人晉升代言人的品牌大使，透過內心真實的評論影響其他消費者；而這樣的廣告策略使用仍然在成長中。
本研究將運用說服知識理論針對隱蔽行銷中兩種不同的廣告類型（原生廣告、品牌大使），探討消費者說服（概念性說服知識、態度性說服知識）及消費者反應（品牌記憶、品牌態度）之差異，並以消費者對行銷人員（代理知識）及產品（主題知識）相關知識程度作為干擾效果，採取相對高低的方式區分。本研究以實驗法進行研究設計，分別進行兩種廣告類型之文案設計，進行相關研究。
研究結果如下：1.廣告類型對消費者說服方面：運用品牌大使廣告類型時，相對於原生廣告，消費者在概念性說服知識能有較佳的效果，然而，運用原生廣告之廣告類型時，相對於品牌大使，消費者在態度性說服知識能有較佳的效果；2.廣告類型對消費者反應方面：運用原生廣告之廣告類型時，相對於品牌大使，消費者能提升品牌記憶及產生良好的品牌態度；3.消費者說服與消費者反應方面：當消費者擁有概念性及態度性說服知識時，能提升品牌記憶及產生良好的品牌態度；4.代理知識與主題知識之干擾效果方面：當消費者的代理知識較高或主題知識較低時，在概念性說服知識及態度性說服知識容易受到影響。本研究根據分析之發現，提出實務建議作為相關企業及廣告商的參考。

關鍵字

隱蔽式行銷 ； 原生廣告 ； 品牌大使 ； 說服知識理論

並列摘要

Today, the Internet is booming, creating many new forms of marketing practices, more and more enterprises use covert marketing to persuade consumers, and the traditional media transfer to the social media, as a conduit for communication with consumers. And in recent years the rise of the Native Advertising, emphasize the concern of consumers without disturbing the reading process; by the prime person to promote the spokesperson of the brand ambassador, influence other consumers through inner real reviews, and the use of such advertising strategies is still growing.
This study will use persuasion knowledge theory for Covert marketing in two different types of advertising (native advertising; brand ambassadors), to discuss consumer persuasion (conceptual persuasion knowledge; attitude persuasion knowledge) and consumer response (brand memory; brand attitude) differences.
The moderating effect from observing marketers and other known persuasion agents (agent knowledge) and product (topic knowledge), take a relatively high and low way to distinguish. In this study, the experimental design method, respectively, two kinds of advertising type of copy design, related research.
The results are as follows: 1. Advertising Type to Consumer Persuasion: when using brand ambassador, compared to native advertising, consumers have a better effect in conceptual persuasion knowledge, however, when using native advertising, compared to brand ambassador, consumers have a better effect in attitudinal persuasion knowledge; 2. Advertising Type to Consumer Response: when using native advertising, compared to brand ambassador, consumers can enhance the brand memory and have a good brand attitude; 3. Consumers Persuade and Respond: when consumers have conceptual and attitudes persuasion knowledge, they can enhance the brand memory and have a good brand attitude; 4. Moderating Effects of Agent Knowledge and Topic Knowledge: when consumers have higher knowledge of agents or lower knowledge of topics, consumers are easily influenced by conceptual persuasion knowledge and attitude persuasion knowledge. In this research, we also provided marketing management implications, which could be the reference for advertisers and product firms.

並列關鍵字

Covert Marketing ； Native Advertising ； Brand Ambassadors ； Persuasion Knowledge Model

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