Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/141039
|
| Title: | 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 |
| Authors: | 林書霆
Lin, Shu-Ting |
| Contributors: | 彭志宏
Peng, Chih-Hung
林書霆
Lin, Shu-Ting |
| Keywords: | 擬人化
自我揭露
心流理論
廣告效果
社會認同理論
Anthropomorphism
Self-Disclosure
Flow Theory
Advertising Effectiveness
Social Identity Theory |
| Date: | 2022 |
| Issue Date: | 2022-08-01 17:23:14 (UTC+8) |
| Abstract: | 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。
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. |
| Reference: | Aggarwal, P., & McGill, A. L. (2012). When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of consumer research, 39(2), 307-323.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
Asher, R. (2022). 台灣藝術和娛樂網站流量排名. SimilarWeb LTD. Retrieved 13th June from https://www.similarweb.com/zh-tw/
Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180.
Beard, L., Wilson, K., Morra, D., & Keelan, J. (2009). A survey of health-related activities on second life. Journal of medical Internet research, 11(2), e1192.
Beerli, A., & Santana, J. D. M. (1999). Design and validation of an instrument for measuring advertising effectiveness in the printed media. Journal of Current Issues & Research in Advertising, 21(2), 11-30.
Bhutada, N. S., Rollins, B. L., & Perri III, M. (2017). Impact of animated spokes-characters in print direct-to-consumer prescription drug advertising: An Elaboration Likelihood Model Approach. Health communication, 32(4), 391-400.
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic journal of communication, 23(1), 46-65.
Cayanus, J. L., & Martin, M. M. (2004). An instructor self‐disclosure scale. Communication Research Reports, 21(3), 252-263.
Chandler, J., & Schwarz, N. (2010). Use does not wear ragged the fabric of friendship: Thinking of objects as alive makes people less willing to replace them. Journal of Consumer Psychology, 20(2), 138-145.
Chang, C. (2009). " Being Hooked" By Editorial Content: The Implications for Processing Narrative Advertising. Journal of advertising, 38(1), 21-34.
Cheung, F., & Leung, W.-F. (2021). Virtual influencer as celebrity endosers. University of South Florida M3 Center Publishing, 5(2021), 44.
Ching, R. K., Tong, P., Chen, J. S., & Chen, H. Y. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research.
Crane, A., & Ruebottom, T. (2011). Stakeholder theory and social identity: Rethinking stakeholder identification. Journal of business ethics, 102(1), 77-87.
Csikszentmihalyi, M., & Csikzentmihaly, M. (1990). Flow: The psychology of optimal experience (Vol. 1990). Harper & Row New York.
Dabholkar, P. A. (1994). Incorporating choice into an attitudinal framework: analyzing models of mental comparison processes. Journal of consumer research, 21(1), 100-118.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
Derlega, V. J., Winstead, B. A., & Greene, K. (2008). Self-disclosure and starting a close relationship.
DiSalvo, C., Gemperle, F., & Forlizzi, J. (2005). Imitating the human form: Four kinds of anthropomorphic form. Unpublished manuscript. Accessed April.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: a three-factor theory of anthropomorphism. Psychological review, 114(4), 864.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
Farshid, M., Paschen, J., Eriksson, T., & Kietzmann, J. (2018). Go boldly!: Explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business. Business Horizons, 61(5), 657-663.
Folse, J. A. G., Burton, S., & Netemeyer, R. G. (2013). Defending brands: Effects of alignment of spokescharacter personality traits and corporate transgressions on brand trust and attitudes. Journal of advertising, 42(4), 331-342.
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3), 387-396.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.
Garretson, J. A., & Burton, S. (2005). The role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of marketing, 69(4), 118-132.
Ghani, J. A. (1995). HUMAN-COMPUTER INTERACTIONS: TEST OF A MODEL. Human factors in information systems: Emerging theoretical bases, 3, 291.
Gong, L. (2008). How social is social responses to computers? The function of the degree of anthropomorphism in computer representations. Computers in Human Behavior, 24(4), 1494-1509. https://doi.org/https://doi.org/10.1016/j.chb.2007.05.007
Hartmann, T., Jung, Y., & Vorderer, P. (2012). What determines video game use? The impact of users’ habits, addictive tendencies, and intentions to play. Journal of Media Psychology: Theories, Methods, and Applications, 24(1), 19.
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.03.007
Hearn, A., & Schoenhoff, S. (2016). From celebrity to influencer. A companion to celebrity, 194-212.
Hogg, M. A., & Smith, J. R. (2007). Attitudes in social context: A social identity perspective. European Review of Social Psychology, 18(1), 89-131.
Hsu, C.-L., & Lu, H.-P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & management, 41(7), 853-868.
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173. https://doi.org/https://doi.org/10.1016/j.chb.2018.05.029
Ivory, J. D. (2006). Still a man`s game: Gender representation in online reviews of video games. Mass Communication & Society, 9(1), 103-114.
Jin, S.-A. A., & Bolebruch, J. (2009). Avatar-based advertising in Second Life: The role of presence and attractiveness of virtual spokespersons. Journal of Interactive Advertising, 10(1), 51-60.
Jin, S. V., & Ryu, E. (2019). Celebrity fashion brand endorsement in Facebook viral marketing and social commerce: Interactive effects of social identification, materialism, fashion involvement, and opinion leadership. Journal of Fashion Marketing and Management: An International Journal.
Johnson, B. K., Bradshaw, A. S., Davis, J., Diegue, V., Frost, L., Hinds, J., Lin, T., Mizell, C., Quintana, D., & Wang, R. (2021). Credible influencers: Sponsored YouTube personalities and effects of warranting cues. Journal of Media Psychology: Theories, Methods, and Applications.
Jourard, S. M., & Lasakow, P. (1958). Some factors in self-disclosure. The Journal of Abnormal and Social Psychology, 56(1), 91.
Kelly, S. (2009). Social identity theories and educational engagement. British Journal of Sociology of Education, 30(4), 449-462.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208.
Kotler, P. (2007). Marketing management. pearson italia Spa.
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information systems research, 13(2), 205-223.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of marketing, 25(6), 59-62.
Lee, J. A., & Eastin, M. S. (2021). Perceived authenticity of social media influencers: scale development and validation. Journal of Research in Interactive Marketing.
Lehmann, D. R., & Reibstein, D. J. (2006). Marketing metrics and financial performance. Marketing Science Inst.
Leite, F. P., & Baptista, P. d. P. (2021). The effects of social media influencers’ self-disclosure on behavioral intentions: the role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 1-17.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 1-26.
Li, D., & Browne, G. J. (2006). The role of need for cognition and mood in online flow experience. Journal of Computer Information Systems, 46(3), 11-17.
Liljander, V., Gummerus, J., & Söderlund, M. (2015). Young consumers’ responses to suspected covert and overt blog marketing. Internet Research.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Lu, Y., Zhou, T., & Wang, B. (2009). Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory. Computers in Human Behavior, 25(1), 29-39.
Lu, Z., Shen, C., Li, J., Shen, H., & Wigdor, D. (2021). More kawaii than a real-person live streamer: understanding how the otaku community engages with and perceives virtual YouTubers. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems,
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. ACR North American Advances.
May, F., & Monga, A. (2014). When time has a will of its own, the powerless don`t have the will to wait: Anthropomorphism of time can decrease patience. Journal of consumer research, 40(5), 924-942.
Mehta, A., & Purvis, S. C. (1995). When attitudes towards advertising in general influence advertising success. Conference of the American academy of advertising,
Metzger, M. J. (2004). Privacy, trust, and disclosure: Exploring barriers to electronic commerce. Journal of computer-mediated communication, 9(4), JCMC942.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of marketing research, 18(3), 318-332.
Muehling, D. D., & Laczniak, R. N. (1988). Advertising`s immediate and delayed influence on brand attitudes: Considerations across message-involvement levels. Journal of advertising, 17(4), 23-34.
Nascimento, T. C. D., Campos, R. D., & Suarez, M. (2020). Experimenting, partnering and bonding: a framework for the digital influencer-brand endorsement relationship. Journal of marketing management, 36(11-12), 1009-1030.
Nass, C., Steuer, J., Tauber, E., & Reeder, H. (1993). Anthropomorphism, agency, and ethopoeia: computers as social actors. INTERACT`93 and CHI`93 conference companion on Human factors in computing systems,
Nelson, P. (1974). Advertising as information. Journal of political economy, 82(4), 729-754.
NewZoo. (2019). 遊戲愛好者性別對比. Retrieved may from http://news.17173.com/content/05272019/172051808.shtml
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing science, 19(1), 22-42.
Nunnally, J. (1978). Psychometric Theory 2nd edition (New York: McGraw).
O`Cass, A., & Carlson, J. (2010). Examining the effects of website‐induced flow in professional sporting team websites. Internet Research.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Palmer, A., Koenig-Lewis, N., & Jones, L. E. M. (2013). The effects of residents` social identity and involvement on their advocacy of incoming tourism. Tourism Management, 38, 142-151.
Parks, M. R., & Floyd, K. (1996). Making friends in cyberspace. Journal of computer-mediated communication, 1(4), JCMC144.
Rahman, S. M. (2015). Optimizing digital marketing for generation Y: An investigation of developing online market in Bangladesh. International Business Research, 8(8), 150-163.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
Steffens, N. K., Haslam, S. A., Reicher, S. D., Platow, M. J., Fransen, K., Yang, J., Ryan, M. K., Jetten, J., Peters, K., & Boen, F. (2014). Leadership as social identity management: Introducing the Identity Leadership Inventory (ILI) to assess and validate a four-dimensional model. The Leadership Quarterly, 25(5), 1001-1024. https://doi.org/https://doi.org/10.1016/j.leaqua.2014.05.002
Stets, J. E., & Burke, P. J. (2000). Identity theory and social identity theory. Social psychology quarterly, 224-237.
Sultan, F., Rohm, A. J., & Gao, T. (2009). Factors influencing consumer acceptance of mobile marketing: a two-country study of youth markets. Journal of Interactive Marketing, 23(4), 308-320.
Tajfel, H., Billig, M. G., Bundy, R. P., & Flament, C. (1971). Social categorization and intergroup behaviour. European journal of social psychology, 1(2), 149-178.
Taylor, D. A., Wheeler, L., & Altman, I. (1973). Self-disclosure in isolated groups. Journal of Personality and Social Psychology, 26(1), 39.
Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of advertising, 27(1), 67-82.
Trevino, L. K., & Webster, J. (1992). Flow in computer-mediated communication: Electronic mail and voice mail evaluation and impacts. Communication Research, 19(5), 539-573.
Tuškej, U., & Podnar, K. (2018). Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media. Journal of product & brand management.
van Esch, P., Arli, D., Gheshlaghi, M. H., Andonopoulos, V., von der Heidt, T., & Northey, G. (2019). Anthropomorphism and augmented reality in the retail environment. Journal of Retailing and Consumer Services, 49, 35-42. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.03.002
Vernuccio, M., Pagani, M., Barbarossa, C., & Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of product & brand management.
Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow in human-computer interactions. Computers in Human Behavior, 9(4), 411-426.
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal, 28(4), 160-170.
Wheeless, L. R., & Grotz, J. (1977). The measurement of trust and its relationship to self‐disclosure. Human Communication Research, 3(3), 250-257.
Xu, S.-h. (2021). The Research on Applying Artificial Intelligence Technology to Virtual YouTuber. 2021 IEEE International Conference on Robotics, Automation and Artificial Intelligence (RAAI),
Yang, K.-C., Huang, C.-H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zhang, N., Yu, L., Tsang, A. S., & Zhou, N. (2021). Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation. European Journal of Marketing.
Zhou, X. (2020). Virtual Youtuber Kizuna AI: co-creating human-non-human interaction and celebrity-audience relationship.
Zhu, D. H., & Chang, Y. P. (2015). Effects of interactions and product information on initial purchase intention in product placement in social games: the moderating role of product familiarity. Journal of Electronic Commerce Research, 16(1), 22. |
| Description: | 碩士
國立政治大學
資訊管理學系
109356026 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109356026 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201139 |
| Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 602601.pdf | | 3335Kb | Adobe PDF2 | 20 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
