影響個人對Instagram限時動態短影音廣告品牌參與因素之研究

Understanding the Factors Influencing Consumer Brand Engagement in Viewing Stories Ads on Instagram

余典翰(DIAN-HAN YU)

指導教授 ： 柯秀佳

朝陽科技大學/資訊學院/資訊管理系/碩士(2020年)

摘要

隨著社群平台功能不斷的推陳出新，使用者的注意力及資訊的瀏覽已從動態牆延伸到限時動態。此時，品牌或廣告商亦開始依循觀眾目光的延伸而調整廣告投放策略。其中，限時動態的短影音廣告即成為廣告商投放廣告的主要選擇之一。因此，從觀眾的個人特徵及影音廣告的呈現中，了解哪些因素可能會吸引觀眾的注意力以及如何讓觀眾對廣告產生品牌參與以帶來廣告成效，已成為廣告主或品牌重視的問題。

本研究以Instagram限時動態短影音廣告做為研究標的，並以敘事移轉理論為基礎，探討觀眾觀看限時動態短影音廣告時可能對廣告產生品牌參與回應的過程。研究結果發現好奇心、快速滿足、自我參照及視覺流暢性是IG限時動態短影音廣告引發觀眾對廣告產生觀看興趣的因素，並引起觀眾的心像；而快速滿足及視覺流暢性亦能直接讓觀眾進入移轉狀態。然而，好奇心及自我參照無法直接讓觀眾進入移轉狀態，可能必須透過心理意像的中介才能產生移轉狀態的反應。此外，觀眾對短影音廣告的心像及移轉效果則會進一步提升消費者的品牌參與程度。最後，透過研究結果與實務意涵的討論，提出實質建議予品牌、廣告主及其他研究者進行未來相關研究的參考。

關鍵字

心像 ； 敘事移轉理論 ； 限時動態廣告 ； 消費者品牌參與

並列摘要

With the continuous innovation of social media, users’ attention and their time spending in information browsing have extended from News Feed to Stories. Following this trend, more and more brands and advertisers begin allocating their ad budget to the Story-type ad to attract the consumers’ attention. In order to enhance the effectiveness of short video ads, understanding the influences of the characteristics of Story viewers and the characteristics of short video ads on viewers’ attention and their engagement has become an important issue that needs brands and advertisers to explore.

Based on the narrative transportation theory (NTT) and consumer brand engagement (CBE) perspective, this study aimed to investigate what factors and paths may lead Instagram users to respond to a high CBE while viewing short video ads. The research results showed that viewers’ perceptions of curiosity, instant gratification, self-reference, and visual fluency are the main characteristics that may evoke views’ interest to watch short video ads. The empirical results further revealed that the viewers’ perceptions of curiosity, instant gratification, self-reference, and visual fluency have positive influences on mental imagery. Moreover, instant gratification and visual fluency could directly lead viewers to transportation, while curiosity and self-reference did not show significant influences on transportation. However, curiosity and self-reference could also indirectly influence transportation through the mediation of mental imagery. The results also revealed that the transportation and mental imagery could positively boost CBE. Finally, several practical and theoretical suggestions were also proposed.

並列關鍵字

Mental Imagery ； Narrative Transportation Theory ； Instagram Stories Ads ； Consumer Brand Engagement

參考文獻

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