由於網際網路成為人們日常生活中不可或缺的一份子,所以網路廣告也在行銷領域中興起一波新革命,但是業界與相關學者仍不斷在探詢有效率的廣告策略與手法。而自我指涉的概念在心理學中早已被鑽研許久,也有相當程度之成果,但應用在網路廣告層次的討論卻不豐碩。因此本研究將自我指涉導入至網路廣告中,利用一些廣告線索,鼓勵消費者在接受廣告資訊時,能夠將品牌或產品與消費者個人過去經驗進行連結。更由於在網路中廣告可以加入高度的生動元素與豐富的互動效果,將使網路廣告的自我指涉性更為顯著。因此本研究將比較加入自我指涉後之網路廣告效果。另外,根據文獻推論我們也認為廣告的論點品質對分析型的自我指涉廣告會有干擾的效果;而敘事型自我指涉網路廣告效果也取決於消費者自身的想像力生動程度。 本研究採用實驗室實驗法,以大專院校260個學生為樣本。結果發現,加入自我指涉的廣告之說服效果優於無自我指涉廣告是顯著的。論點品質對分析型自我指涉廣告之廣告態度、購買意圖有交互作用。而想像力生動程度對敘事型自我指涉之購買意圖也有干擾效果。因此本研究建議在實務上可加入自我指涉的元素,將會加強網路廣告對消費者的影響程度。
The concept of self-reference has been widely studied in the field of psychology, but it does not have much research in advertisement area. The purpose of this study is to apply self-reference to internet advertisement and measuring the advertisement effects. The two moderator variables, argument strength and vividness of visual imagery, had also been discussed. The lab experiment was conducted, and 260 subjects participated in the experiment. The results indicate that the advertisement effect in self-reference advertising is better than no self-reference advertising. Furthermore, argument strength has moderate effect to advertisement attitude and purchase intention in analytical self-reference ad and vividness of visual imagery has moderate effect to purchase intention in narrative self-reference ad too.