幽默與敘事性廣告類型對於廣告分享意圖之影響–以YouTube影片為例

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劉祐嘉(Yu-Chia Liu) 查詢紙本館藏

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資訊管理學系

論文名稱

幽默與敘事性廣告類型對於廣告分享意圖之影響–以YouTube影片為例

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摘要(中)

隨著社群媒體的蓬勃發展與人們接收資訊媒介的習慣改變，企業投放廣告的重心，從過去的傳統媒體，轉移至網路社群媒體，因網路的便利性、即時性，使線上廣告具有強大的宣傳能力，但同時導致廣告市場的競爭日漸劇烈，在觀眾接收資訊超載的情況下，要如何製作出吸引觀眾注意力的廣告，是企業必須思考的課題。
本研究以廣告類型作為切入點，挑選目前在網路上較常見的兩個廣告類型，分別為幽默與敘事性廣告，並且選擇 YouTube 影音平台作為研究標的，藉由閱讀與彙整相關文獻，以發展本研究之架構與假說，探討目前在網路上，觀眾對此兩種廣告類型之廣告態度，並進一步了解觀眾分享廣告之意圖。
本研究採用線上問卷的方式，在 Facebook 社群平台回收 210 份有效問卷，使用 IBM SPSS 21.0 與 SmartPLS 3.3 統計分析軟體，對有效樣本進行信效度與路徑分析後，研究結果顯示，觀眾無論是對於幽默或敘事性廣告，皆有正向的廣告態度，並與廣告分享意圖呈正相關，除此之外，本研究進一步將幽默與敘事性廣告進行比較，結果發現，相較於幽默廣告，觀眾對於敘事性廣告有更高的分享意圖。
最後根據研究結果提出相關的建議，期望可以幫助企業制訂有效的行銷策略，了解觀眾喜愛的廣告類型具有較佳的廣告效果，協助企業增加產品或服務的曝光度。

摘要(英)

With the rapid development of social media and the change of people′s habit of receiving information, the focus of advertising has shifted from traditional media to online social media. The convenience and real-time nature of the Internet, makes online advertising a powerful promotional tool, but at the same time, the advertising market is becoming increasingly competitive. Corporations need to put their collective mind to the subject of how to create advertising that attracts the attention of audiences while said audience is on information overload.
This study starts with advertising genres, selecting two common types of Internet advertising, namely humorous and narrative advertising, and chose the YouTube video platform as its research object. After reading and summarizing related literature, a framework and hypothesis were developed for this study, which explores the audience′s attitude towards these two types of Internet advertising, to better grasp the audience′s intention to share the advertising content.
In this study, 210 valid questionnaires were collected from the Facebook community platform by using IBM SPSS 21.0 and SmartPLS 3.3 statistical analysis software: after conducting reliability, validity and path analysis on the valid samples, the results show that the audience has a positive attitude towards humorous and narrative advertising, and is positively correlated with intention to share advertising content. In addition, this study further compares humorous advertising with narrative advertising, and found that audiences are more interested in narrative advertising than humorous advertising, the former of which enjoys a greater sharing intention.
Finally, according to the results of the study, the paper puts forward relevant suggestions, hoping to help firms formulate effective marketing strategies by understanding which types of advertising are favored by audiences, and which are more effective, thus helping firms increase exposure for their products and services.

關鍵字(中)

★ 幽默廣告
★ 敘事性廣告
★ 廣告態度
★ 分享意圖
★ YouTube

關鍵字(英)

★ Humorous Advertising
★ Narrative Advertising
★ Advertisement Attitude
★ Sharing Intention
★ Youtube

論文目次

摘要………… I
ABSTRACT…. II
致謝………… IV
目錄…………. V
圖目錄………. VII
表目錄……… VIII
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 4
1-3 研究流程 5
第二章文獻探討 7
2-1 YOUTUBE 7
2-2 廣告 8
2-3 網路廣告 8
2-4 幽默的定義 10
2-5 幽默廣告 11
2-6 敘事性廣告 12
2-7 廣告態度 12
2-8 分享意圖 13
第三章研究方法 14
3-1 研究架構 14
3-2 研究假說 15
3-3 構念定義與衡量 17
3-4 研究設計 18
第四章資料分析與結果 23
4-1 前測分析 23
4-2 正式樣本結構分析 25
4-3 信度與效度分析 30
4-4 假說檢定 35
第五章結論與建議 40
5-1 研究結論 40
5-2 建議 42
5-3 研究限制 44
5-4 未來研究方向之建議 45
參考文獻…….. 46
附錄一、正式問卷 53

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指導教授

李小梅

審核日期

2020-7-7

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