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| Title: | 原生廣告位置及內容一致性對廣告效果之影響－以產品及內容涉入程度為干擾變數
The Effects of Native Advertisement Placement and Content Congruity on Advertising Effectiveness: The Moderating Effects of Product and Content Involvements |
| Authors: | 陳維謙
Chen, Wei Chien |
| Contributors: | 樓永堅
Luo, Yung Chien
陳維謙
Chen, Wei Chien |
| Keywords: | 原生廣告
廣告位置
內容一致性
產品涉入
內容涉入
廣告效果
Native advertising
advertisement placement
content congruity
product involvement
content involvement
advertising effectiveness |
| Date: | 2015 |
| Issue Date: | 2016-03-01 10:25:20 (UTC+8) |
| Abstract: | 近幾年廣告主與媒體商為了提升與消費者的溝通效率，推出「原生」概念的廣告服務。由於原生廣告強調視覺整合、低干擾性、高內容價值，因此相較干擾性高的橫幅廣告，原生廣告更能有效攫取消費者對廣告的關注及給予正面評價。目前原生廣告正處於高速成長階段，並且衍生出多元的廣告型態，然而目前國內外對原生廣告的廣告效果的相關研究仍相當稀少。因此，本研究透過系統性的調查與分析，以增進對原生廣告的理解以及降低試誤成本。
本研究以消費者的角度切入，探討原生廣告不同的投放位置（資訊流內／資訊流外）、內容一致性（一致性高／一致性低）在不同的產品涉入（高／低）及內容涉入（高／低）的條件下，對於廣告效果的影響。分析結果顯示，原生廣告 和資訊流的接近程度與廣告效果有正相關性，資訊流內原生廣告的廣告效果高於資訊流外的原生廣告。不過，廣告位置與廣告效果之間的關係並未受到產品涉入或內容涉入程度的干擾。再者，廣告與內容的一致性越高有助於提升廣告效果，而且產品涉入與內容一致性有顯著交互作用，於低產品涉入情境下，高內容一致性組別的廣告效果較佳；高產品涉入情境下，兩組之間的廣告效果無顯著差異。另外，內容涉入程度對於廣告與內容一致性均無顯著的干擾效果。本研究根據分析之發現，提出若干實務建議作為相關企業的參考。
In recent years, marketers and publishers introduced “native advertising” in order to elevate communication efficiency with consumers. Compared to banner ads, native advertising represents the more visual-integrated, less interfering and higher content-valued forms of advertisement, which is capable of drawing more attention and gaining more positive evaluation from consumers. Despite native advertising is in the rapid growth stage of development and evolves diverse formats and techniques, there are few studies focused on its advertising effectiveness. Therefore, this research would like to expand the understandings of native advertising and reduce cost of try-and-error through systematic survey and analysis.
From the angle of customer, this research investigates how the different of advertisement placement (In-stream / Out of stream) and content congruity (High / Low) affects advertising effectiveness in different level of product involvement (High / Low) and content involvement (High / Low). The result shows that the proximity of native advertising to viewer’s activity stream is positively associated with advertising effectiveness. Neither product involvement nor content involvement moderates advertisement placement on advertising effectiveness. Also, content congruity has positive effect on advertising effectiveness. The moderating effect of product involvement exists between content congruity and advertising effectiveness, while content involvement does not. |
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| Description: | 碩士
國立政治大學
企業管理學系
101355021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101355021 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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