數位廣告創意策略之溝通效果研究

Abstract

面對全球高度化的競爭市場，企業期望以創意取代資本，數位時代開啟新新媒體形式的挑戰，舊有評價廣告創意的模式已經無法適合數位媒體時代所需要的創意評價形式。此外，廣告的訊息內容和觀者的心理認知需求，是影響觀者選擇繼續閱讀、參與廣告或行動決策的關鍵。本研究藉由文獻探討數位廣告媒體特性與影音廣告、創造力、廣告創意與數位廣告創意的意涵與特徵、廣告勸服理論與數位廣告溝通效果，再以質化與量化混合研究方法，進行三個子題的研究。研究子題（壹）建構適合評估數位廣告創意之構面；研究子題（貳）驗證假設模型是否具有確實性與適切性；研究子題（叁）探討影響創意策略與個人認知需求，對數位廣告溝通效果是否具有差異影響。 研究子題（壹）經由因素分析研究結果得出4個構面和15項指標，分別為構面1「擴散性」：包括4項指標分別為原創的、與眾不同的、令人吃驚的、有魅力的和富有想像的；構面2「策略性」：包括4項指標分別為具有改變行為的、有邏輯的、有說服力的和有影響力的；構面3「實效性」：包括3項指標分別為與品牌具有相關性的、與產品有連結的橋樑和具有品牌正面體驗的；構面4「互動」：包括3項指標分別為具有參與的、具有娛樂性的和互動性的。其中「擴散性」與「實效性」為廣告創意的核心構面，而注入「策略性」和「互動性」二項構面才能符合數位廣告創意之評價需求。 研究子題（貳）經由結構方程式檢驗假設模型之模型適配性、信度、效度和各項評估指標，研究結果各項評估指標均符合學者建議之標準門檻，而二階CFA模型適合做為數位廣告創意之評量工具。最後，研究子題（叁）針對年輕族群進行創意品質與認知需求之廣告溝通效果研究，研究結果得出好的廣告創意品質有助於廣告認知、情感、行動與互動之溝通效果；觀者個人認知需求程度不會對廣告溝通效果造成影響，且廣告創意與認知需求也不具交互影響。究其成因，經典廣告理論受到數位時代、人口變化、市場模式和消費者接觸媒體與購買習性等因素開始產生質變，應當深入研究適合新時代的新模式理論。不過受到網友認同屬於值得分享的廣告作品，可以推測廣告內容之創意表現與訊息符碼為廣告設計團隊經過精心策畫，有觀賞之價值。The digital age is facing a new media challenge since more companies expect to replace capital with creativity in the globalcompetitive market. The old model of evaluating advertising creativity is no longer suitable for the digital age. In addition, advertising content and audience’ cognitive needs play the key role in their choice of continuing reading, participating in advertising and making decisions. According to the literature review, this paper is going to explore: media characteristics of digital advertising, Video advertising, Creativity, Meaning and characteristics of advertising creativity and digital advertising creativity, Advertising persuasion and digital advertising communication effect. Then, based on qualitative and quantitative research, the paper is to proceed with 3 subtopics research. Subtopic 1: An Assessment System on the Creativity of Digital Advertising Design: Evaluation Dimensions and Criteria; Subtopic 2: Evaluation of Digital Advertising Creativeness – A Study of Constructs and Indicator Verification; Subtopic 3: to explore the difference between creative strategies and personal cognitive needs in digital advertising communication. Based on factor analysis, the outcome of the research subtopic 1 can be structured into 4 dimensions and 15 criteria. The first dimension is “divergence”, associated with 5 evaluation criteria: “original, “unique”, “startling”, “attractive”, and “imaginative”. The second dimension is “strategy”, including 4 criteria: “change behavior”, “logic”, “persuasive”, and “affect”. The third dimension is “utility”, along with 3 evaluation criteria: “relevance”, “connection”, and “experience”. The fourth dimension is “interaction”, “engagement”, “entertainment”, and “interaction” were included. “Divergence” and “utility” is considered as the core factors on assessing the creativity. With the addition of “strategy” and “interaction”, it can manage to the creativity evaluation on digital advertising design so as to meet its requirements closer towards perfection. Based on the verification of structural equation of adaptability, reliability, validity and evaluation index, the outcome of the research subtopic 2 shows all evaluation index meet the standard suggested by the scholars, and the second-order CFA model is superior to the first-order CFA model. The second-order CFA model passes the advertising creativeness evaluation of goodness-of-fit, reliability and validity testing. Finally, the research subtopic 3 targeting on the young people is conducted on the advertising communication effect of the creative quality and cognitive needs, showing that good advertising creative quality is conducive to advertising cognition, emotion, action and interaction. The audience's personal cognitive needs do not affect advertising communication effect. And the advertising creativity and cognitive needs are not interacted to each other. The classic advertising theory is no longer fitted the changes of digital age, population, market, consumer’s way to contact media and buying behavior. It’s necessary to study a new model theory for the new age. However, the advertising recognized by Netizen is still worthy of sharing, which can be inferred that the creative expression and advertising content are well designed.