虛擬經驗順序之廣告效果-以促發效果及自我指涉為干擾變數

The Advertising Effects of Sequences of Virtual Experiences—the Moderating Roles of Priming Effect and Self-Reference

楊學用(Hsueh-yung Yang)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00065

摘要

隨著網路使用者日益增加，網路廣告市場隨之蓬勃興盛，技術的進步使網路廣告本身可以具備比過去平面雜誌上的廣告更高的說服效果，許多學者投入這個研究領域中；根據過去學者的研究發現，隨著廣告的豐富性增加，蘊含的訊息量更多時，廣告訊息的有效傳達程度會受到消費者訊息處理能力影響，過去文獻中發現到情緒會影響消費者對於廣告處理的能力，本研究進一步結合學者所提出情緒強度對訊息處理影響以及情緒方向對訊息處理影響兩種面向的說法，進行了實驗一的研究，最終得到中度正面的情緒對於訊息處理能力能達到最有效的提升，並且強化廣告效果。
過去學者也發現，不同類型廣告的呈現順序會對最終的廣告說服效果帶來影響，因此本研究接著對於網路廣告的各種不同類型，在不同順序呈現時會帶來的影響進行了實驗二，也就是在過去學者所發現的虛擬經驗廣告先於間接經驗呈現此一順序時會有最佳效果此一前提下，在順序中加入虛擬代言人廣告，並且探討廣告順序和促發以及自我指涉的三因子交互作用，並在實驗組內分組時證實了只有在ELM為中央路徑，受測者願意認真接收廣告訊息時，廣告訊息的三因子才會有顯著交互作用，實驗二發三因子交互作用下，有促發刺激物時自我指涉訊息的效果並不明顯，但是當沒有促發刺激物時，自我指涉設計的廣告訊息就會產生顯著的效果，並發現若是受測者沒有辦法明確快速的形成對廣告內容的判斷，就會受到自我指涉和促發的影響而產生相當有趣的交互作用方向，本研究最後根據兩個實驗的研究結果，在累積學術面的研究成果之餘，也就實務上應該如何應用本研究之結果提出明確的條列式建議。

關鍵字

促發 ； 自我指涉 ； 虛擬經驗順序

並列摘要

With the increasing Internet users, Internet advertising market followed bloom and technological advances have made online advertising itself can have the magazine on the plane than in the past more persuasive effect of ads, many scholars into this field of study; under Over the past academic studies have found that with the richness of advertising increased volume more when the message contains advertising messages most effectively convey the extent of consumer information processing capacity will be affected, past studies found that emotions also handle consumer advertising the ability to further integrate the research proposed by scholars emotional intensity and emotional impact on the direction of information processing information processing effects on the two claims for the conduct of a research experiment, finally be moderately positive mood for the information processing capacity can reach the most effective upgrade, and enhanced advertising. Over the past scholars have found that the order of presentation of different types of advertising will eventually persuade the effect of advertising impact, this study followed for the different types of Internet advertising, will be presented in different order of impact experiments carried out two is found in the past academic experience in advertising before the virtual presentation of this indirect experience the best results there will be order in this context, in order to add a virtual spokesperson advertising, and advertising the order and the priming of self-referential three-factor interactions, and in the experimental group, group, confirmed that only in the ELM central route, subjects were willing to receive advertising messages seriously, the advertising messages will have a significant three-factor interactions, the second experiment made the interaction effects , there is self-referential priming stimulus when the message is not obvious, but when no priming stimulus, the self-referential design advertising message will produce remarkable results, and found that if subjects were unable to clear rapid formation of judgments of the advertising content, would be self-referential and priming effects caused by the interaction interesting direction Finally, the study's findings under the two experiments, the cumulative academic side of research results while should also practice how to apply the results of this study clearly be out-type proposed.

並列關鍵字

priming ； self-reference ； Virtuol Experiences

參考文獻

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