探討感性廣告引起情緒效價與喚起影響 分享意圖之分析

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題名:	探討感性廣告引起情緒效價與喚起影響分享意圖之分析
作者:	鄒宗翰;Tsou,Tsung-han
貢獻者:	資訊管理學系
關鍵詞:	情緒效價;情緒喚起;廣告態度;分享意圖;valence;arousal;advertising attitude;sharing intention
日期:	2014-06-25
上傳時間:	2014-08-11 18:37:50 (UTC+8)
出版者:	國立中央大學
摘要:	資訊分享行為是人際互動中不可或缺的一環，人們藉由彼此的交流與他人進行重要或是專屬的資訊傳播，而社群媒體的出現也促進了資訊分享的傳播，對群眾而言，分享的效率更加快速，對企業主而言，消費者之間經驗分享也藉由網路的方式加速了產品與服務的曝光率。在許多研究中，感性的廣告若能引發消費者的感受與情緒，讓消費者產生共鳴，而廣告所引起的情緒維度，也牽動著消費者分享的動力(Jonah Berger ,2011)，透過廣告所帶給消費者高喚起的情緒，促使增加其分享意圖，讓消費者願意用各種管道如Facebook、Google+、Twitter等自動分享出去，達到一傳十、十傳百快速散播的功效，而這種快速且大量的分享，正是造成病毒式行銷的前提。本研究依序提出三個假說，採用實驗法來設計本實驗，將廣告分為正向廣告與負向廣告兩種情境，接著利用SAM（Self-Assessment Manikin）視覺化量表測量受測者的情緒效價與喚起度，並衡量受測者之廣告態度與分享意圖。經分析後，情緒效價並不能影響廣告態度與分享意圖，假說無法成立；而高度喚起則可以引起較高的廣告態度與分享意，且較高的廣告態度也可以引起較高的分享意圖，假說皆成立。本研究分析廣告所引起情緒的效價及喚起程度，去探討何種類型的廣告是能引起觀眾強烈的情緒，且會驅使觀眾去做分享的行為，提供廣告主一個可以依循的原則與方向。 ;Information sharing behavior is an integral part of human interaction , people communicate with each other by others important or proprietary information dissemination , and the emergence of social media to promote the efficiency of information sharing , the share efficiency more quickly , for business owners , consumers experience sharing between each other is also explosive. In many studies , sensual ads triggered if the feelings and emotions of consumers , allowing consumers to resonate , and caused emotional dimension of advertising , but also affects consumers to share (Jonah Berger, 2011), through advertising that give consumers high evoke emotions , prompting the intention to increase its share , so that consumers are willing to use a variety of channels such as Facebook, Google+, Twitter , etc. automatically share out, reached a mass ten, one hundred rapid spread of effect, and this fast and a lot of sharing , it is makes viral marketing . The study proposed three hypotheses, using the experimental method to design the experiment , the ads into positive and negative advertising two situations , then use SAM (Self-Assessment Manikin) to measure the subject′s emotional valence and arousal , and to measure the subject′s attitude and sharing intention of advertising . After analysis, the emotional valence does not affect ad attitude and sharing intention , the hypothesis can not be established ; while highly aroused can lead to higher advertising attitude and sharing meaning, and higher advertising approach can also lead to a higher share intentions, hypotheses are true . This study analyzed the ad caused emotional potency and evoke extent to explore what types of ads that can cause strong emotions audience, and the audience will be driven to do sharing behavior , principles and provide a direction to follow the advertiser .
顯示於類別:	[資訊管理研究所] 博碩士論文

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