- 學位論文
擬人化與自我揭露對廣告效果的影響-以心流為中介變數
Investigating how anthropomorphism and self-disclosure affect advertising effectiveness-the mediating role of flow
摘要
近年來越來越多的企業搭上 Vtuber （Virtual YouTuber ）的風潮，開始自行創立 Vtuber或是與現有的Vtuber 進行合作作為企業廣告的宣傳者，然而現有的文獻顯少比較人們對於真人YouTuber 與虛擬人物Vtuber 之廣告效果的差別；除了外觀以外，網路名人們的內容呈現對與網紅行銷也有很大的影響，網路名人在業配或是聯盟行銷時經常分享跟自己相關的故事融入在影片中，降低人們對廣告為業配而容易產生負面的觀感，但現今也鮮少有文獻探究網路名人的自我揭露是否會影響廣告效果。 過往的研究發現認同感與廣告效果息息相關，因此，本研究欲以社會認同理論的觀點探究網路名人的外觀擬人化程度與內容的自我揭露是如何影響觀眾的心流體驗進而影響廣告效果。本研究採用 2x2 的實驗設計，探討擬人化與自我揭露對於心流的影響與擬人化與自我揭露的交互作用如何影響觀眾的心流進而影響廣告的效果。 結果表明，人們對於網路名人的外型為真實或虛擬人物沒有明顯的看法落差，並發現網路名人的自我揭露會影響觀眾們的心流體驗且心流體驗對於後續的廣告效果有顯著的影響，近一步探究心流的的中介效果影響發現，心流部分中介自我揭露對廣告態度的影響並對購買意願、產品態度有完全中介的影響。
並列摘要
Given the vigorous development of online advertising, it is increasingly important to know what factors will affect the advertising effectiveness. Prior studies have found that people have positive attitude to anthropomorphism characters and characters with high degree of self-disclosure. However, little is known through which mechanism anthropomorphism and self-disclosure are related to advertising effectiveness. According to social identity theory, we hypothesize that anthropomorphism and self-disclosure are related to audience’s flow, leading to advertising effectiveness. We conduct a 2x2 factorial experiment to examine the hypotheses. We find that self-disclosure, not anthropomorphism, is positively related to audience's flow, leading to better advertising effectiveness (i.e., advertising attitude, product attribute, and purchase intention). Our findings provide both theoretical and practical contributions to advertisers and online celebrities.