多螢與跨螢情境影響廣告效果之研究——以微電影廣告為例

Abstract

隨著行動載具等不同螢幕的裝置出現，消費者使用與觀看廣告的習慣已逐漸改變，除了多螢使用的概念之外，更發展出「跨螢」的使用者行為。且廣告形式日新月異，相較於過去單向的廣告形式，雙向互動的多媒體廣告儼然是新時代下較具趨勢的型態。因此本研究以微電影廣告為例，探討在多螢與跨螢的使用行為以及時間、置入方式之下，是否影響微電影廣告的效果。本研究採2（時間長度：長VS短）× 2（置入方式：顯著VS隱約）× 2（使用者行為：多螢VS跨螢）的組間實驗，探討載具轉換後微電影廣告的轉變，以及針對廣告商與品牌商，如何提升產品置入的效果。本研究欲結合螢幕轉換的行為，以及在微電影廣告的故事行銷概念，加以分析與探討。並由以上自變項（時間長度、置入方式、使用者行為）探討上述變項對使用者觀看微電影廣告後，與依變項（品牌態度、廣告態度、品牌回憶、購買意願）之間的交互作用與影響研究結果顯示，（1）長微電影相較於短微電影廣告對廣告效果有顯著較佳的影響；（2）跨螢相較於多螢情境對廣告態度、品牌態度、購買意願有顯著較佳的影響；（3）顯著相較於隱約置入對廣告態度、品牌態度、購買意願有顯著較佳的影響；（4）長微電影廣告搭配跨螢情境對廣告態度、品牌態度有顯著交互作用效果；（5）微電影廣告時間長度與置入方式對廣告效果的交互作用無顯著影響；（6）跨螢情境搭配顯著置入對品牌態度、購買意願有顯著交互作用效果；（7）跨螢情境搭配顯著置入對品牌態度、購買意願有顯著交互作用效果。本研究結果顯示多螢與跨螢情境對微電影廣告之影響，可作為日後制定微電影廣告行銷策略之參考。With the emergence of mobile carriers and other devices with different screens, consumers' habits of using and watching advertisements have gradually changed, and in addition to the concept of multi-screen use, "cross-screen" user behavior has also been developed. In addition to the concept of multi-screen use, "cross-screen" user behavior has also been developed. Compared with the one-way advertising format in the past, two-way interactive multimedia advertising has become a more trendy format in the new era. Therefore, this study uses microfilm advertising as an example to investigate whether the effects of microfilm advertising are influenced by multi-screen and cross-screen user behaviors, as well as time and placement methods.A two (length of time: long vs. short ) x two (placement method: prominent placement vs. subtle placement) x two (user behavior: multi-screen vs. cross-screen) between-subject design was conducted to test the changes in microfilm advertising after the change of carriers and how to improve the effectiveness of product placement for advertisers and brands. This study is intended to analyze and investigate the screen switching behavior and the storytelling marketing concept in microfilm advertising. The interaction between these variables and the dependent variables (brand attitude, advertising attitude, brand recall, and purchase intention) after viewing the microfilm ad was investigated by the above-mentioned independent variables (length of time, placement, and user behavior)The results of the study showed that (1) long microfilm ads have a significantly better impact on advertising effectiveness than short microfilm ads; (2) cross-screen has a significantly better impact on advertising attitude, brand attitude, and purchase intention than multi-screen; (3) prominent placement has a significantly better impact on advertising attitude, brand attitude, and purchase intention than subtle placement; (4) long microfilm advertisements with cross-screen context had a significant interaction effect on advertising attitude and brand attitude; and (5) there was no significant effect of the length of microfilm advertisement and placement method on the interaction effect of advertisement effect; (6) there was a significant interaction effect of cross-screen context with significant placement on brand attitude and purchase intention; (7) there was a significant interaction effect of cross-screen context with prominent placement on brand attitude and purchase intention. The results of this study show that the effects of multi-screen and cross-screen contexts on microfilm advertising can be used as a reference for future microfilm advertising marketing strategies.