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| Title: | 探討不同業配訊息揭露時間及文字干擾對YouTube業配影片廣告效果之影響：以擬社會關係為調節變項
Influences of Different Disclosure Timing and Textual Distraction on the Effects of YouTube Advertorial Videos: The Moderating Role of Parasocial Relationship |
| Authors: | 陳昀之
Chen, Yun-Chih |
| Contributors: | 施琮仁
Shih, Tsung-Jen
陳昀之
Chen, Yun-Chih |
| Keywords: | YouTube業配影片
廣告揭露
說服知識模型
擬社會關係
廣告效果
YouTube advertorial videos
Sponsorship disclosure
Persuasion knowledge
Parasocial relationship
Advertising effects |
| Date: | 2022 |
| Issue Date: | 2022-08-01 18:17:04 (UTC+8) |
| Abstract: | YouTube內容創作者的影響力使得品牌願意經常與創作者進行商業合作，然而，其原創和商業內容之間的模糊界線時常引起消費者的質疑。因此，廣告揭露及其效果已成為具有理論和實務意義的重要研究課題。本研究旨在探討不同業配訊息的揭露時間是否會對消費者的說服知識、品牌態度、購買意願和品牌信任產生不同的影響。此外，本研究也將探討擬社會關係和文字干擾的調節作用。本研究採用線上實驗法，選擇社群媒體平台YouTube為研究情境，並以二因子實驗設計(廣告揭露時間：無、前、後；文字干擾：有、無)進行受試者間設計，總計招募283位受試者參與研究。結果顯示，有廣告揭露的影片更能提升消費者的概念性說服知識，使消費者認知到廣告的存在，但將導致消費者對品牌產生負面態度、降低購買意願及品牌信任度，也發現不同的廣告揭露時間點，其對消費者品牌態度、購買意願與品牌信任的影響力是相同的。文字干擾並不會影響廣告揭露對品牌評價的影響，而擬社會關係則會減弱概念性說服知識對態度性說服知識的負面影響。此外，擬社會關係只能減弱消費者說服知識對其購買意願的負面影響，而不能減弱其對品牌態度和品牌信任的負面影響。此研究不僅提供品牌及內容創作者廣告揭露策略參考，也提出未來研究的相關建議。
As brands started to shift their marketing budget from traditional advertising to online videos, YouTube influencers are being courted by marketers (Xiao et al., 2018). However, the blurred line between the original and commercial contents has raised problems among consumers. Therefore, the sponsorship disclosure and its timing have become important research topics with both theoretical and practical implications. This study aims to discuss whether a disclosure prior to or after the YouTube advertorial contents may have different influences on viewers’ persuasion knowledge, brand attitude, purchase intention and brand trust. In addition, the moderating role of parasocial relationship and textual distraction will also be taken into considerations. An online experiment which employed a 3 (disclosure timing: no disclosure vs. prior-disclosure vs. post-disclosure) x 2 (distraction: with distraction vs. without distraction) between-subjects design was conducted. The results indicated that a sponsorship disclosure could activate people’s conceptual and evaluative persuasion knowledge, led to critical attitudes and in turn, less favorable brand attitude, lower purchase intention and brand trust compared to no disclosure. However, no matter the disclosure was placed before or after the sponsored content, the effects of a sponsorship disclosure on brand evaluations were the same. Textual distraction also did not influence the effects of sponsorship disclosure on brand evaluations. The study also found that parasocial relationship attenuated the negative effects exerted by conceptual persuasion knowledge on evaluative persuasion knowledge. In addition, parasocial relationship could only attenuate the negative effects of evaluative persuasion knowledge on viewers’ purchase intention but not on their brand attitude and brand trust. This study informs social media influencers and marketers about the viable strategies that are both honest and effective. |
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| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
108461005 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108461005 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201040 |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
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