影音長短對消費者產品購買意願之影響：探討涉入程度與參與所扮演的角色

Abstract

隨著科技不斷發展和生活節奏加快，現代人獲取資訊和接收訊息的方式發生了巨大改變。人們越來越傾向於利用碎片化時間，透過手機或平板等行動裝置觀看短小精煉的影音內容。短影音即抓住了消費者快速吸收資訊傳播快速、互動性強的特性，用一支15~30秒的短影音，吸引消費者不自覺的一支接著一支的觀看。也逐漸成為行銷人員青睞的新興媒體形式。本研究探討了影音廣告長度對消費者參與行為和購買決策的影響。我們設計了同一品牌下的長影音（3分鐘）和短影音（30秒鐘）兩種情境，透過網絡問卷的形式讓225名消費者分別觀看後作答。核心研究目的是比較長短影音在引發消費者認知投入、情感投入以及購買意願上的差異，並分析消費者產品涉入度在這一過程中的調節作用。研究假設包括：長影音相較短影音能提升認知/情感投入、認知/情感投入越高，購買意願越強、高涉入度消費者長影音對其認知/情感投入影響越大。我們採用信度分析、效度分析，變異數分析和回歸分析等方法對數據進行處理和檢驗。主要研究結果發現：長影音確實能顯著提升消費者的認知和情感投入，同時在認知投入和情感投入上均對購買意願產生正向影響，另消費者涉入度正向調節了長影音對認知投入和情感投入的影響。本研究結果支持了相關假設理論，為影音內容行銷的策略制定提供了實證依據，即適度延長影音的長度、提高內容訊息量和情感訴求是行之有效的方式，尤其對於高涉入度消費者群體。品牌可根據目標受眾的特徵來優化影音的時長和內容的設計。本研究為提升影音營銷的溝通效果提供了有價值的見解。

With the constant development of technology and the acceleration of life pace, the way modern people acquire information and receive messages has undergone tremendous changes. People are increasingly inclined to use fragmented time to watch concise and refined video content through mobile phones or tablets. Short videos have captured the characteristics of consumers' rapid absorption of information, rapid dissemination, and strong interactivity. With a 15 to 30-second short video, It has also gradually become an emerging media form favored by marketers. This study explored the impact of video advertisement length on consumer engagement behavior and purchase decisions. We designed two scenarios under the same brand: a long video (3 minutes) and a short video (30 seconds). Through an online questionnaire, 225 consumers watched and responded to these two different video lengths. The core research purpose was to compare the differences between long and short videos in eliciting consumer cognitive involvement, emotional involvement, and purchase intention, as well as to analyze the moderating role of consumer product involvement in this process.The research hypotheses included: long videos increase cognitive/emotional involvement more than short videos; higher cognitive/emotional involvement leads to stronger purchase intention; for high product involvement consumers, long videos have a greater impact on their cognitive/emotional involvement. We employed reliability analysis, validity analysis, analysis of variance (ANOVA), and regression analysis methods to process and examine the data.The main research findings revealed that long videos can significantly enhance consumers' cognitive and emotional involvement. Additionally, both cognitive involvement and emotional involvement had a positive impact on purchase intention. Furthermore, consumer product involvement positively moderated the effects of long videos on cognitive and emotional involvement. The results of this study supported the relevant theoretical hypotheses and provided empirical evidence for developing strategies in video content marketing. Specifically, moderately extending the length of videos, increasing the amount of content information, and enhancing emotional appeals are effective approaches, especially for high product involvement consumer groups. Brands can optimize the duration and content design of their videos based on the characteristics of their target audiences. This research provided valuable insights into enhancing the communication effectiveness of video marketing.