微電影廣告敘事說服效果之研究

Narrative Persuasion Effectiveness of Micro-Film Advertisin

姚健劍(JIANJIAN YAO)

指導教授 ： 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2014年)

摘要

隨著傳統媒體廣告呈現出衰退的局面，同時伴隨著網絡科技應用與新媒體技術的不斷出新，“微電影廣告”概念應運而生。特別是近幾年，由微電影廣告帶來的與傳統廣告不一樣的傳播方式與廣泛的傳播效果為廣告業者與廣告主提供了一個進入娛樂品牌行銷的創新切入點，繼而為個人以及組織提供了更多的商業新契機。尤其是汽車，旅遊，食品等幾大行業尤為突出。然而微電影廣告目前還沒有明確的定義與學術性實證研究。
因此，藉以運用媒體與廣告相關理論，本研究以期望能夠對這種新型的廣告形式做更深入的分析研究，并嘗試探討微電影廣告的敘事說服與廣告效果之間的關係。首先，本研究在分析了現有微電影廣告的時間長度，產品類別及涉入程度等基本情況后，挑選出四部與研究相關的微電影廣告。其次，結合運輸理論（Transportation Theory）來分析微電影廣告對品牌態度（brand attitude），購買意願（purchase intention）的傳播效果。 同時，本研究還預期解釋品牌態度與購買意願之間的關係。最後，受測者的情感強度（affect intensity）作為本研究的調節變數是否會對微電影廣告的廣告效果產生調節效果。
本研究將品牌態度與購買意願作為依變數，情感強度作為調節變數。研究結果表明，敘事說服對對品牌態度與購買意願有顯著地影響，但是情感強度對微電影的廣告效果未產生顯著影響效果。

關鍵字

購買意願 ； 品牌態度 ； 情感強度 ； 廣告 ； 微電影 ； 敘事說服

並列摘要

Alone with the viewership of traditional TV ads declined, as well as the huge progress of the Internet technology, suddenly, a new favorite of the Advertising is born. We called it Micro-film advertisement. But I jumped to the conclusion too quick if we only considered Micro-film as one form of advertisement. Micro-film crosses the line of business and art, or we could say that: it is well-integrated innovation of business and art. In other words, Micro-film is the artistic film within the commercial characteristic, or the commercial film filled of different plots. Unlike general advertising, the brand placement was implicit in the Micro-film which attracts target audiences, mainly by telling an impressive story. After that, this paper also reached its final target: increasing target audiences’ preference or improving target audiences’ buying behavior. Undeniable we could not ignore some other situations, which also may influence the effect of Micro-film advertising. For example, individual audience has its own emotional characteristic or impersonal factors (ex: age and gender). This study was aimed at explaining the relationship between narrative transportation of Micro-film based on the theory of transportation by Green and Brock (2000) and the effectiveness of advertising. Meanwhile, it also examined 1: Aspect of individual, affect intensity (AI), 2: Aspects of advertising effect or customers’ behavior, brand attitude (BA) and purchase intention (PI). Here this study adopted the narrative transportation as the independent variable. Meanwhile, treated the advertising effect, measured by brand evaluation which including brand attitude and purchase intention, as a dependent variable. Without doubt, this study also tested the affect intensity’s (AI) moderating effect on the relation of narrative transportation and brand evaluation.

並列關鍵字

Purchase Intention ； Brand Attitude ； Brand Evaluation ； Transportation ； Micro-Film Advertising ； Affect Intensity ； Narrative Persuasion

參考文獻

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