YouTuber與產品形象一致性、YouTuber業配廣告揭露類型與產品屬性描述對消費者行為之影響

Abstract

社群媒體的崛起，改變現今傳遞訊息的方式，使得品牌與消費者間的交流模式更多樣化。並且隨著人們網路使用行為的改變，品牌投資於社群行銷的範圍也跟著擴大，也開始在YouTube影音平台上與新型態的社群影響者——YouTuber進行商業合作，成為推廣產品或品牌的行銷策略之一，藉著業配的形式打動更多不同的消費族群。因此本研究欲以YouTube影音平台作為研究背景，採2（YouTuber與產品形象一致性：一致vs.不一致）x2（YouTuber業配廣告揭露類型：簡單業配廣告揭露vs.誠實意見業配廣告揭露）x2（產品屬性描述：實用屬性描述vs.享樂屬性描述）的三因子組間實驗設計，探討上述變項在消費者觀看YouTube影音平台上的業配影片後對消費者行為的影響，以及擬社會互動對自變項（YouTuber與產品形象一致性、YouTuber業配廣告揭露類型、產品屬性描述）與依變項（品牌回憶、廣告態度、產品態度、購買意願）之間的中介效果。 本研究結果證實：（1）在業配影片中，相較於YouTuber與產品形象不一致，YouTuber與產品形象一致會使消費者產生較佳的消費者行為；（2）當YouTuber與產品形象一致時，相較於享樂屬性描述，使用實用屬性描述的方式呈現會使消費者產生較佳消費者行為；（3）當YouTuber與產品形象一致且搭配誠實意見業配廣告揭露時，相較於享樂屬性描述，使用實用屬性描述的方式呈現會使消費者產生較佳的消費者行為；（4）當YouTuber與產品形象不一致搭配誠實意見業配廣告揭露時，相較於實用屬性描述，使用享樂屬性描述的方式呈現會使消費者產生較佳的消費者行為；（5）擬社會互動在YouTuber與產品形象一致性、產品屬性描述與消費者行為之間具有中介效果，在YouTuber業配廣告揭露類型之間則無。The rise of social media has changed the ways to deliver messages, which makes the network of information communication between brands and consumers more diverse. With the behavior of internet utilization evolving, the scope of the brand investment in social marketing has also expanded. Companies have begun commercial cooperation with YouTuber, a new type of social influencer on the YouTube, which has become one of the marketing strategies to promote products or brands, and attract more attention from different consumer groups through sponsored videos. Therefore, this research intends to use YouTube as the research background, a two (YouTuber-product image Congruency : congruence vs. non-congruence) x two (YouTubers’ disclosing sponsored advertisement type: simple sponsorship disclose vs. honest Opinions Sponsorship disclosure) x two (product attribute description: Utilitarian attribute description vs. hedonic attribute description) , three factors of between-subject design was conducted. The aim is to observe if the compatibility among YouTuber-product image Congruency, YouTubers’ disclosing sponsored type and product attribute description could affect consumer behavior. In addition, tested to see the mediating effect of parasocial interaction between independent variables (YouTuber-Product image Congruency, YouTubers Disclosing Sponsored Type, and product attribute description) and dependent variables (attitude toward brand recall, advertising attitude, product attitude and purchase intention). This study reveals that, (1) in sponsored videos, compared to YouTuber-product image non-congruence, YouTuber-product image congruence leads to better consumer behavior; (2) when YouTuber is congruent with the product image, compared to the hedonic attribute description, the use of the utilitarian attribute description leads to better consumer behavior; (3) when the YouTuber is congruent with the product image and is disclosed with honest opinions sponsorship, compared to the hedonic attribute description, the use of the utilitarian attribute description will have better consumer behavior; (4) when the YouTuber is non-congruent with the product and is disclosed with honest opinions sponsorship, compared to the utilitarian attribute description, the use of hedonic attribute description will have better consumer behavior; (5) parasocial interaction is a significant factor in not only mediating the relationship between YouTuber-product image congruence and the consumer behavior, but also between the product attribute description and the consumer behavior. However, it is not a significant factor in resolving the relationship between the YouTubers’ Disclosing Sponsored Type with consumer behavior.