探討產品屬性、廣告訴求與圖像呈現方式之於貼文人氣與廣告說服效果之影響－以Instagram為例

Abstract

有鑑於現代人生活中無可或缺的行動網路和社群媒體之趨勢，本研究選用使用者數量全球高達八億之社群圖像媒體Instagram作為實驗背景，並且採實驗法2 x 2 x 2的多因子設計，自變項為：「同類型之不同屬性產品（享樂型/實用型）」、「Instagram廣告文案（感性訴求/理性訴求）」以及「Instagram呈現圖像（靜態/動態）」，依變項則包括：「貼文人氣」、「廣告態度」和「購買意願」以及處理流暢性對自變項（產品屬性、廣告訴求、圖像呈現）與依變項（貼文人氣、廣告態度、購買意願）之間的中介效果。本研究希望探討透過個體在使用Instagram時的廣告說服效果，並且在瀏覽兩種相異類型的產品廣告時，產品屬性、廣告訴求以及圖像呈現的何種搭配呈現能夠獲得最多的貼文人氣，以及促進更佳之廣告態度和購買意願，期望能得到理論框架的實驗結果以及策略性的洞察觀點，提供建議給未來需要在Instagram實際廣告之品牌商家們。 研究結果顯示，（1）在Instagram廣告貼文中，比起實用產品，享樂產品會產生更佳的廣告效果；（2）在享樂產品的Instagram廣告貼文之中，採用感性訴求或者動態呈現會對廣告效果有正向影響；（3）在實用產品的Instagram廣告貼文之中，採用理性訴求或者靜態呈現會產生較好的廣告效果；（4）處理流暢性對於產品屬性、廣告訴求以及圖像呈現之間皆無中介效果。

In view of the global mobile networks and social media in the lives of modern people, this study uses Instagram, a social image media with up to 800 million users, as the experimental background. A 2 (Product type: hedonic vs. utilitarian) x 2 ( Appeal type: emotional appeal vs. rational appeal) x 2 (Image type: static vs. dynamic) between-subject design was conducted to see if the products of the same type with different attributes, Instagram advertising post text and Instagram post vividness could affect the advertising effects(number of likes, advertising attitude and purchase intention) of T-shirt, and tested to see if the processing fluency mediate the relationship between products type and advertising effects, appeal type and advertising effects, and vividness and advertising effects. Research results show that (1) in Instagram advertising posts, hedonic products will produce better advertising results than utilitarian products; (2) in Instagram advertising posts of hedonic products, the use of emotional appeal or dynamic presentation will have more positive effects; (3) in Instagram advertising posts of utilitarian products, the use of rational appeal or static presentation will produce better advertising effects; (4) there wasn’t a significant factor mediating the relationship between processing fluency for product attributes, advertising appeal, and vividness with the advertising effect.