置入顯著度、幽默與幽默需求對Podcast廣告效果之影響

Abstract

搭上科技發展與COVID-19疫情影響的順風車，由傳統廣播與網路結合而成的數位聲音「Podcast」，逐漸成為廣告投放的新興趨勢。然而，過去鮮少有研究探討Podcast的置入，並擴展至幽默有無和幽默需求三者的結合，但是越來越多業者瞄準Podcast內容高彈性及涵蓋不同聽眾族群的特質，選擇以Podcast作為宣傳管道之一，代表Podcast的聲音行銷成長潛力不容忽視。因此，本研究以聲音平台Podcast作為研究背景，採2（置入顯著度：明顯置入 vs. 隱約置入）𝗑 2（幽默：有 vs. 無）𝗑 2（幽默需求：高幽默需求 vs. 低幽默需求）組間實驗設計，探討三者在Podcast節目中，對於廣告效果的影響，以及擬社會互動在自變項（幽默）與依變項（置入態度、品牌記憶、品牌態度、購買意願）之間的中介效果。研究結果顯示，（1）「明顯置入」相較於「隱約置入」更能引發較佳的置入態度、品牌記憶和品牌態度；（2）「有幽默」相較於「無幽默」更能引發較佳的置入態度、品牌態度和購買意願；（3）「高幽默需求」相較於「低幽默需求」的聽眾，更能引發較佳的置入態度和購買意願；（4）對「明顯置入」且「有幽默」的廣告而言，搭配「高幽默需求」比「低幽默需求」聽眾會引發較佳的品牌態度；（5）擬社會互動分別中介幽默與置入態度和品牌態度之間的關係。With the development of technology and the impacts of the COVID-19 pandemic, the digital audio “Podcast”, combined by traditional broadcasting and the Internet, has gradually become popular in advertising. However, few studies have investigated on brand placements of Podcast and expanded their discussion to ad humor and listeners' need for humor (NFH). In addition, because of the high flexibility of content and the ability to reach diverse consumer groups of Podcast, more and more companies choose Podcast to promote, which shows that the growth of Podcast marketing has become a trend that cannot be ignored. Therefore, this study focuses on the advertisement of Podcast and uses a 2 (brand placement: prominent versus subtle) 𝗑 2 (humor: humorous versus nonhumorous) 𝗑 2 (NFH: high versus low) between-subjects design experiment to explore the influence of these factors on Podcast advertising effectiveness. Moreover, this study examines the mediating role of parasocial interaction on the relationship between humor and advertising effects such as attitude toward brand placement, brand recall, brand attitude, and purchase intention.The results show that (1) when a brand placement is prominent, listeners' attitude toward brand placement, brand recall, and brand attitude is better than the effect of a subtle brand placement; (2) a humorous ad leads to better listeners' attitude toward brand placement, brand attitude, and purchase intention than nonhumorous ad; (3) compared to listeners with low-NFH, listeners with high-NFH develop a better attitude toward brand placement and better purchase intention; (4) in the condition of prominent brand placement with a humorous ad, listeners with high-NFH have better brand attitude than those whom with low-NFH; and (5) parasocial interaction mediates the relationship between humor and listeners' attitude toward brand placement as well as humor and listeners' brand attitude.