近年來,故事型廣告的使用在實務界上大幅提升,然而甚少有學者針對以產品為目標之故事型廣告的敘事方式以及結構進行探討,甚至了解其對消費者之說服機制以及效果。因此,本研究希望能針對故事型廣告,探討廣告中故事生動性、廣告資訊一致性以及論點置入模式等廣告要素對於廣告態度、產品態度以及記憶等廣告效果之影響,並且瞭解故事型廣告的說服路徑以及說服機制。 為驗證本研究之假設,實驗採取2(故事生動性高/低)×2(廣告資訊一致性高/低)×3(論點顯著置中/緩和置中/顯著置尾)因子實驗設計,並且剪輯12支約三十秒的廣告進行實驗。研究對象為台大、政大、師大的大學生,並採取多變量變異數分析來檢定假設。本研究之主要結論如下: 一、 故事生動性會提高觀眾的廣告態度以及產品態度,並增強廣告內容記憶 二、 觀眾對於廣告資訊一致性高之廣告具有較佳廣告態度 三、 論點置入模式中,顯著置入方式則可增加屬性論點記憶 四、 論點置入模式中,論點置中之廣告有較佳的廣告態度、產品態度 五、 故事生動性高時,一致的廣告資訊能提升廣告態度;故事生動性低時,不一致的廣告資訊則可增加屬性論點記憶 六、 在故事生動性高之廣告,在論點置中時,觀眾有顯著較佳之廣告態度以及產品態度;而故事生動性低之廣告則無顯著差異。 七、 故事生動性對產品態度、產品態度、廣告內容記憶影響以及廣告資訊一致性對廣告態度影響的路徑上,確實存在運輸效果
The use of story-form advertising in marketing tactics is enhanced in the recent years. However, researchers seldom discuss the narrative way and structure of product-targeted story-form advertising. Therefore, the goal of this study is to explore how the advertising factors, such as story vividness, information congruency, arguments placement, influence consumers’ attitudes (attitudes toward advertising and product) and consumers’ memory (memory of the story content and arguments). A 2(high/low vividness)*2(high/low information congruency)*3(arguments placement: prominent-middle/subtle-middle/ prominent-end) between-subject factorial design was conducted for this study. Twelve advertisements were edited from a real printer ad for this experiment. Questionnaires were distributed to undergraduates in Taiwan. MANOVA was conducted to test the hypothesis. The results are revealed as follows: 1. Vividness will enhance consumers’ attitudes toward advertising and product. Besides this, it can also increase the consumers’ memory of the story content. 2. Subjects who see the version of high information congruency have better attitudes toward advertising 3. Advertisements with prominent arguments make more memory of arguments. 4. Advertisements with arguments placed in the middle make better attitudes toward advertising and product. 5. In high vividness version, high information congruency can raise the attitudestoward advertising; in low vividness version, low information congruency can increase memory of arguments. 6. In high vividness version, arguments placed in the middle will enhance consumers’ attitudes toward advertising and product; however, there is no significant effect exists in low vividness version. 7. Transportation is a mediator between vividness on attitudes toward advertising, attitudes toward product, and memory of the story content, and it also the mediator of information congruency on attitudes toward advertising.