探討Instagram限時動態贊助型廣告中廣告格式、訊息類型、訊息負荷量對消費者行為之影響——以來源可信度為中介變項

Abstract

Instagram限時動態及電商的發展，促成大量限時動態贊助型廣告的出現，消費者在瀏覽Instagram限時動態時便可以看到已關注或者未關注的賬號發佈的贊助型廣告。但由於限時動態具有時效性，且有秒數的限制，因此品牌方在限時動態贊助型廣告的設計就顯得十分重要。本研究以Instagram平台為研究背景，針對限時動態贊助型廣告，採2（廣告格式：相片 vs. 影片）x 2（訊息類型：診斷性訊息 vs. 非診斷性訊息）x 2（訊息負荷量：高訊息負荷量 vs. 低訊息負荷量）三因子組間實驗設計，探討三者對消費者行為（廣告記憶、產品態度、購買意願）的影響，以及來源可信度在自變項（廣告格式、訊息類新、訊息負荷量）與依變項（廣告記憶、產品態度、購買意願）之間的中介效果。本研究結果證實：（1）Instagram限時動態贊助型廣告的廣告格式對消費者行為無顯著影響；（2）相比於非診斷性訊息，診斷性訊息令消費者產生較強的購買意願；（3）相較於低訊息負荷量，高訊息負荷量令消費者產生較正面的產品態度和較強的購買意願；（4）在高訊息負荷量的條件下，搭配影片格式或者相片格式，皆會令消費者具有較正面的產品態度和較強的購買意願；（5）在高訊息負荷量的條件下，搭配診斷性訊息或非診斷性訊息，皆會令消費者具有較強的購買意願；（6）廣告格式、訊息類型和訊息負荷量的三者交互效果不顯著但；（7）來源可信度的中介效果在訊息類型、訊息負荷量與消費者行為之間達到部分的顯著影響。The development of Instagram Stories and e-commerce has contributed to the emergence of a large number of t Stories sponsored ads. When consumers browse Instagram Stories, they can see sponsored ads published by accounts that have been followed or not followed. However, because of the Stories advertising is time-efficient and has a limit of seconds, it is very important for brands to design Stories sponsored advertising. Based on the research background of Instagram platform, this study aims at Stories sponsored advertising, and adopts 2 (Advertising Format: Photo vs. Video) x 2 (Information Type: Diagnostic Information vs. Non-diagnostic Information) x 2 (Information Load: High Information Load vs. Low Information Load) design of experiment between the three factor, discusses the three on Consumer Behaviour (Advertising Memory, Product Attitude, Purchase Intention), and the source credibility in the variables (Advertising Format, Information Type, Information Load) and dependent variables (Advertising Memory, Product Attitude, Purchase Intention) between the intermediary effect.The results of this study confirm that : (1) Advertising Formats of Stories sponsored ads on Instagram have no significant effect on Consumer Behavior;(2) Compared with Non-diagnostic Information, Diagnostic Information makes consumers have stronger Purchase Intention;(3) Compared with Low Information Load, consumers with High Information Load have a more positive Products Attitude and a stronger Purchase Intention;(4) Under the condition of High Information Load, the combination of Video Format or Photo Format will make consumers have a more positive Products Attitude and a stronger Purchase Intention;(5) Under the condition of High Information Load, consumers will have stronger Purchase Intention when paired with Diagnostic Information or Non-diagnostic Information;(6) The interaction effect of advertisement Format, Information Type and Information Load is not significant；(7) The mediating effect of Source Credibility is partially significant among Information Type, Information Load and Consumer Behavior.