電商平台廣告格式、個人化、訊息負荷量對廣告效果之影響－以 LINE 購物官方帳號為例

Abstract

線上購物已逐漸成為消費者的日常行為，本研究以LINE購物官方帳號為探討主軸，其作為LINE通訊軟體所延伸出的電商服務，具有高度的社交性，讓廣告更有強大的人際互動感。LINE購物官方帳號中視覺訊息日益多元且密集，消費者對廣告的接收與回應可能會影響其注意力分配與訊息處理方式。因此廣告訊息的格式設計與內容編排是否能有效吸引消費者注意，成為值得深入探討的課題。本研究目的在於檢驗消費者對於LINE購物官方帳號中廣告資訊內容之行為反應，藉由以Kahneman（1973）之注意力有限資源理論為基礎，理解不同廣告格式與個人化的相關性，以及訊息負荷量對廣告內容的處理與行為反應。研究實驗採2 （廣告格式：圖文訊息vs. 圖文選單）x 2（個人化：個人化vs. 非個人化）x 2（訊息負荷量：高 vs. 低）三因子組間實驗設計，檢驗三者對廣告效果之影響，並加入知覺風險在訊息負荷量程度與依變項（廣告記憶、廣告態度、購買意願）之間的中介效果。研究結果表明：（一）圖文訊息相較於圖文選單會使消費者有較佳的廣告效果；（二）個人化相較於非個人化會使消費者有較佳的廣告效果；（三）訊息負荷量低相較於訊息負荷量高會使消費者有較佳的廣告效果；（四）在圖文選單中，搭配訊息負荷量高會使消費者產生較佳的廣告記憶；（五）在圖文選單中，搭配訊息負荷量低會使消費者產生較佳的廣告記憶；（六）在個人化內容中，搭配訊息負荷量低會使消費者產生較佳的廣告記憶；（七）知覺風險在訊息負荷量與廣告態度、購買意願之間具有中介效果。Online shopping has increasingly become a routine behavior among consumers. This study focuses on the LINE Shopping Official Account, an e-commerce extension of the LINE messaging platform characterized by high social interactivity, which enhances the interpersonal influence and penetration of advertising. As the visual content in the LINE Shopping Official Account becomes more diverse and dense, consumers’ attention allocation and information processing may be influenced by how they receive and respond to advertisements. Therefore, the design and structure of advertising messages play a crucial role in effectively attract consumer’s attention.This study aims to examine consumer behavioral responses to advertising content on the LINE Shopping Official Account. Based on Kahneman's (1973) theory of The Limited-Capacity Model of Attention, to understand the correlation between different ad formats and ad personalization, as well as how information load affects information processing and behavioral response. This study used a 2 (ad format: Official Account Push vs. Rich Menu) × 2 (personalization: personalized vs. non-personalized) × 2 (information load: high vs. low) between-subjects experiment design. Perceived risk was also examined as a mediating factor between message load and dependent variables, including ad recall, ad attitude, and purchase intention.This study results showed that: (1) Compared to Rich Menu, the Official Account Push generated more favorable advertising effects form consumers; (2) Compared to non-personalized, personalized advertisements generated more favorable advertising effects form consumers; (3) Compared to high information load, lower information load generated more favorable advertising effects form consumers; (4) In the Rich Menu, high information load leads to better ad recall in consumers; (5) In the Rich Menu, low information load leads to better ad recall in consumers; (6) In personalized content, a low message load leads to better ad recall in consumers; (7) Perceived risk mediated between the information load and ad attitude and purchase intention.