| 摘要: | 「廣告」在行銷策略當中，一直是被業者所推崇且經常使用的手法，為了有效提升廣告效果，廣告主無不竭盡所能設計出最具吸引力的廣告內容，其中又以「說故事」的方式進行行銷溝通，謂為一種趨勢；Escalas, Moore, 與Edell (2004) 表示，故事能夠建立各種情境且每一個人都會與其中某特定的情節有所關聯，並在最後各自產生不一樣的情感；採取敘事 (故事) 形式的廣告，不僅能帶給人們歡樂外，更重要的是，該廣告更能傳達並塑造廣告產品的意義 (Escalas, 1998, 2004b)。近年來隨著資訊科技的進步，網際網路已有能力比傳統平面媒體或廣播媒體還適合擔任更強大的媒介 (Daugherty, Li, 與Biocca, 2008)，其中網路多媒體影片廣告更逐漸成為業者喜愛運用的廣告形式。 因此，本研究透過相關文獻回顧，針對網路廣告環境，探討在高度敘事結構 (具有影像、聲音以及故事情境) 與低度敘事結構 (只有純文字以及圖片展示的網路廣告)，探討兩種不同程度的敘事結構，如何影響消費者對於廣告所產生的知覺以及後續的消費行為。本研究參照並整合Escalas (2007, 2004a) 以及Green 與 Brock (2000) 所提出之模型與假說：觀察敘事結構對於情緒上所產生之正、負向反應對廣告態度、品牌態度和購買意圖等廣告效果之影響；此外更進一步嘗試在具敘事結構之網路廣告中加入虛擬經驗 (virtual experience)，檢測虛擬經驗能否對廣告效果產生影響。 本研究選擇學生作為研究對象，透過實驗設計以網路問卷為媒介，共回收有效問卷244份，運用SPSS 16.0與AMOS 7.0統計軟體分析相關研究資料以及研究假設的驗證。最後得到分析的實證結果為：(1) 敘事結構對於廣告態度、品牌態度以及購買意圖等廣告效果有直接且正向顯著的影響；(2) 敘事結構亦可透過正向情緒的增加與負向情緒的減少，間接影響廣告效果；(3) 在不同程度的敘事結構廣告中，虛擬經驗的加入可縮短高度與低度敘事結構在廣告效果之間差異的距離。 “Advertisement” has always been one of the most recommended as well as widely used methods of marketing strategy in the industry. In order to effectively enhance the effects brought by the advertisements, the advertising field has been very competitive in designing the most attractive advertisements. Amongst these approaches, a new trend of marketing communication had emerged, “storytelling”. Escalas, Moore, and Edell (2004) claimed advertising in the form of narratives (stories) provides the characters and situations, different emotion with different “plots.” A story that organizes a condition of the world and a person’s relation to it in a particular plot will lead to a particular emotion. Ads that tell stories are able to involve and entertain consumers and, more important, are able to communicate the model how products may be used to create meaning. (Escalas, 1998, 2004b). As technology evolves, the Internet has the ability to serve as a more powerful medium than tradition print or broadcast media (Daugherty, Li, and Biocca, 2008) Thus, the study gives a review on online advertising environment and discussed how high narrative structure (environment with video, text-to-speech voice technology and story) and low narrative structure (environment with pure text and graph display) affect consumer perceptions and the behaviors that follow. This study has conformed and referred models presented by Escalas (2007, 2004a) and Green & Brock (2000), and observed relationship among narrative structure, consumer's emotions, and ad effectiveness. Meanwhile, it was also attempted to add virtual experience in narrative advertisement, to discuss whether virtual experience affect attitude toward the ad, attitude toward the brand, and purchase intention. This study has selected students as research subject. Through experimental design combined with online questionnaire, which totals 244 questionnaires. The empirical results were validated by using AMOS which conduct a structural estimation model. The findings are: 1.Narrative structure has positive and direct effects on attitude toward the ad, attitude toward the brand, and purchase intention. 2.Narrative structure has indirect effects on attitude toward the ad, attitude toward the brand, and purchase intention through the addition of positive thinking and the reduction of critical thoughts. 3.The increases of virtual experience in narrative advertisement, shortens the difference between high narrative advertisement and low narrative advertisement. |
