Instagram 美食廣告之廣告形式、廣告訴求與標籤產品一致性對廣告效果之影響

Abstract

「社群廣告」是廣告模式中最快速且更能獲得交流性的回饋，針對購買模式的影響有助於提升企業與消費者之間的互動，更能夠獲得微妙的關係以及交流性的回饋。而在眾多社群媒體中，Instagram重視視覺呈現以及「拍即分享」的特色讓其能在眾多平台中脫穎而出，成為時下年輕人的社群媒體首要之選。在疫情影響之下，「美食」相關的廣告也成為消費者確立視覺化廣告可行性的基礎，以強調氛圍感、生動性影音效果做呈現。除此之外，主題標籤hashtag的提及也被廣泛應用，針對許多商家會使用大量標籤提升觸及率，但反而會使消費者觀感不佳。因此本研究以Instagram上美食廣告作為探討主軸，以了解何種呈現方式會對消費者有較佳的廣告效果產生，同時也加入廣告涉入度作為中介變項。本研究採2（廣告形式：圖片/影片） x 2 （廣告訴求：感性訴求/理性訴求）x 2（主題標籤hashtag與產品一致性：一致/不一致）三因子組間實驗設計，探討消費者經由三者變項交互作用下，對消費者產生的廣告效果影響，以及廣告涉入度在自變項（廣告形式、廣告訴求、主題標籤hashtag與產品一致性）與依變項（廣告態度、品牌態度、廣告點擊意願、購買意願）之間的中介效果。研究結果顯示，（1）影片相較於圖片廣告形式更能引發消費者較佳之廣告態度；（2）主題標籤與產品一致相較於不一致更能引發消費者較佳之廣告效果；（3）當觀看影片廣告時，相較於理性訴求，感性訴求更能引發消費者較佳之廣告效果；（4）在觀看主題標籤與產品一致的廣告前提下，影片搭配感性訴求、以及圖片搭配理性訴求皆會引發消費者較佳之廣告效果；（5）廣告涉入度未能顯著中介自變項與依變項之間的關係。

“Social media advertising” offer the fastest and more communicative feedback among all advertising platforms. Improved purchase methods adopted by consumers enhance how businesses interact with them, build subtle business–consumer relationships, and allow for communicative feedback. Among social media, Instagram emphasizes visual presentation and “instant photographing and sharing,” allowing it to stand out amongst its competitors and become the number one social media favored by young people today. Following the COVID-19 pandemic, food-related advertising have become the main advertising presented to consumers. These advertising focus on creating strong atmospheres and vivid audio-visual effects. In addition, hashtags are widely used. Many businesses use numerous hashtags to increase exposure. However, their overuse of hashtags results in unfavorable consumer impression. Accordingly, this study investigated food advertising on Instagram to determine the advertising presentation methods that produced the most favorable advertising effects, with advertising involvement added as a mediating variable.This study adopted a two (advertising format : picture vs. video)×two (advertising appeal : emotional appeal vs. rational appeal)×two (hashtag–product congruency : congruency vs. non-congruency)three-factor between-subject experimental design to explore the effect of these three factors on advertising effects. Also, this study examined the mediating effects of advertising involvement on the relationships between relevant independent variables and dependent variables (advertising attitude, brand attitude, advertising click intention, and purchase intention).The study results showed that (1) Compared with image advertising, videos advertising generated more favorable advertising attitudes from consumers; (2) hashtag–product congruency advertising produced more favorable advertising effects than those hashtag– product non-congruency advertising; (3) When watching video advertising, compared to rational appeals, emotional appeals generated more favorable advertising effects; (4) when the hashtag–product congruency in the advertising, presenting emotional appeal in commercials engendered more favorable advertising effects, and presenting rational appeal in advertising engendered more favorable advertising effects; and (5) advertising involvement did not significantly mediate the relationships between relevant independent variables and dependent variables.