探討臉書動態牆影音廣告對衝動購買的影響

Exploring The Influences Of Video Advertisings On Facebook Timeline On Impulse Buying

張家輝(Jia-Hui Chang)

指導教授 ： 柯秀佳

朝陽科技大學/資訊學院/資訊管理系/碩士(2018年)

摘要

隨著傳統媒體轉移到數位媒體上，廣告商也意識到在數位媒體上廣告行銷已無可避免。再加上網路使用者觀看影音的時間日益成長，使得影音廣告也日益盛行。其中，臉書所推出的動態牆影音廣告透過結合社交、承載豐富資訊量、及行動呼籲的特色，使其具有引發消費者產生衝動購買的能力，並躍升成為廣告主刊登廣告服務的主要平台。
本研究以刺激-有機體-反應理論及沉浸理論為基礎，探討臉書動態牆影音廣告之環境面：互動與從眾刺激，以及影音廣告內容的呈現：視覺吸引力及創意刺激，如何引發個人對觀看之影音廣告產生沉浸經驗及資訊有用性的反應，以進而產生衝動購買。本研究透過問卷調查法進行。研究結果發現，影響使用者對影音廣告沉浸經驗的刺激因素中，除了證實視覺吸引力、互動，皆有正向顯著的影響外，更揭露了創意及資訊有用對使用者有正向影響，且創意為影響因素的主要原因；而影響使用者對影音廣告的資訊有用性知覺，創意、視覺吸引力、互動及從眾皆有正向顯著影響，且創意為主要影響因素。除此之外，認知與情感關係中本研究不僅證實了沉浸是影響使用者在臉書動態牆影音廣告中衝動購買的主要原因外，更進一步揭露了資訊有用性在臉書動態牆影音廣告中對使用者衝動購買亦有正向顯著的影響力。最後，透過研究結果與實務意涵的討論，提出實質建議予臉書動態牆影音廣告小編及其他研究者進行未來相關研究的參考。

關鍵字

影音廣告 ； 刺激-有機體-反應理論 ； 沉浸理論 ； 衝動購買

並列摘要

As more and more traditional media transform into social media and the time that people spend in watching video films online continues to grow, advertisers begin to become aware of the trend of video advertising on social media. Among them, Facebook has become the main platform that attracts companies to advertise their advertisements. Its video advertising the services is a popular advertising mechanism nowadays which is charactered by the features of social, rich information, and call to action, causing its potential ability to arouse consumers’ impulsive buying.
This study aimed to explore how the environmental factors of video advertisements on the Facebook timeline: interaction and conformity, as well as the content the factors: visual appeal and creativeness trigger users’ flow experience and the perception of information usefulness, and how these factors further drive impulse buying based on Stimulus-Organism-Reaction theory and flow theory. The results showed that the stimulation of interaction and conformity, visual appeal and creativeness all have significant influences on both flow experiences and the perception of information usefulness, which in turn exert users’ impulsive buying. The results implied that in the context of video advertisement on Facebook timeline, when users attracted by the video advertisements, they would generate emotional and cognitional reflection. Moreover, not only users’ flow experiences would arouse their impulsive buying, but the cognition reaction of perceived information usefulness of advertisement would also trigger their impulsive buying. Finally, this study proposed several practical suggestions for the editor of video advertisements and some theoretical implications and future research suggestions for researchers.

並列關鍵字

Video advertisements ； Stimulus-Organism-Reaction theory ； Flow theory ； Impulse buying

參考文獻

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