探討客製化、自我參照與廣告內容類型對於聊天機器人廣告效果之影響

Abstract

即時通訊軟體的滲透率以及普遍性，強化消費者接受訊息的方式。近年來也越來越多品牌商或行銷業者藉由聊天機器人廣告來接觸目標消費者。但聊天機器人並非消費者日常接受廣告訊息的正常管道，因此當廣告訊息若未能吸引消費者興趣，則有可能被視為干擾訊息並產生對品牌或產品的負面評價。本研究從聊天機器人中的操作功能、文案內容以及內容呈現方式，將採取2（客製化程度：高vs.低）×2（自我參照類型：分析型vs.敘事型）×2（廣告內容類型：動態資訊vs.靜態資訊）三因子組間實驗設計，探討消費者對於聊天機器人廣告效果（廣告態度、品牌態度、購買意願）之影響以及顧客體驗對自變項依變項之間的中介效果影響。本研究統計結果顯示，（1）在聊天機器人的操作功能中，相較於客製化程度低的聊天機器人廣告，消費者對於客製化程度高的聊天機器人廣告會產生較佳的廣告效果；（2）在文案的設計上，相較於分析型自我參照聊天機器人廣告，消費者對於敘事型的自我參照聊天機器人廣告會產生較佳的廣告效果；（3）在內容呈現方式上，相較於靜態資訊聊天機器人廣告，消費者對於動態資訊聊天機器人廣告會產生較佳的廣告效果；（4）不論敘事型亦或者分析型自我參照，搭配動態資訊相較於靜態資訊，消費者會產生較佳的廣告效果（廣告態度、品牌態度）；（5）顧客體驗在廣告內容類型與品牌態度之間具有中介效果，在客製化程度與廣告內容類型則無中介效果。

The penetration and universality of instant messaging software enhance the way consumers receive information. In recent years, more and more brand owners and marketers are using chatbot advertising to reach target customers/market. In contrast to other marketing tools, chatbot advertising is not a normal channel for customers to receive information. However, if advertising messages cannot attract customers’ interest, they may be perceived as interruptions and lead to negative reviews of the brand or product.Hence, the study focuses on chatbot’s operation function, copywriting and content type to discuss customers’ advertising attitude, brand attitude and purchase intention; and the customer experience serves as meditator between customization level, self-reference, content type and advertising effects. The study is based on the between-subject design: customization level (High/ Low) X self-reference (Analytical/ Narrative) X content type (Dynamic/ Static).The results show that (1) in terms of the operation function of chatbot, compared with low customization level, high customization level produce better advertising effects; (2) in terms of copywriting of chatbot, compared with analytical self-reference, narrative self-reference produce better advertising effects; (3) in terms of content type of chatbot, compared with static information, dynamic information produce better advertising effects; (4) whether narrative or analytical self-reference, dynamic information will produce better advertising attitude and brand attitude toward customers compared with static information; (5) customer experience has a mediated effect between advertising content type and brand attitude, but there is no mediated effect between customization level, self-referencing and advertising effects.