前導廣告設計之研究; A Study of Pre Roll Advertising Design

NCUIR > School of Management at National Central University > Graduate Institute of Information Management > Electronic Thesis & Dissertation > Item 987654321/60109

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/60109

Title:	前導廣告設計之研究;A Study of Pre Roll Advertising Design
Authors:	楊子鈺;Yang,Tzu-Yu
Contributors:	資訊管理學系
Keywords:	前導廣告;最長容忍秒數;Pre Roll Advertising;Tolerance Duration
Date:	2013-06-27
Issue Date:	2013-07-10 12:06:54 (UTC+8)
Publisher:	國立中央大學
Abstract:	前導廣告為影音網站在使用者瀏覽影片前先插入一段廣告。儘管已有越來越多網站採用前導廣告，目前仍沒有研究整合探討如何設計前導廣告來為企業帶來效益。因此，本研究旨在探討前導廣告設計之影響為何。研究模型以廣告態度、品牌態度、與購買意圖的中介影響為基礎，並將廣告態度分為單一與整體廣告態度探討兩者之差異；本研究亦同時納入娛樂性、資訊實用性、干擾性、及可信性等四項廣告態度影響因素；此外，本研究架構也考量最長容忍秒數對廣告態度的影響。研究結果發現： 1. 娛樂性、資訊實用性、干擾性、及可信性皆對單一廣告態度有顯著影響，其中以娛樂性之影響最大。 2. 就性別影響而言，男性在娛樂性、資訊實用性、干擾性、及可信性對單一廣告態度之影響皆為顯著，女性僅娛樂性之影響為顯著。 3. 單一廣告態度對品牌態度有顯著影響，且品牌態度對購買意圖亦有顯著影響。 4. 最長容忍秒數對整體廣告態度有顯著影響。本研究結果可提供業者設計前導廣告參考之決策依據。研究結果建議企業設計前導廣告時應先考慮顧客對廣告的最長容忍秒數以決定廣告本身的長度，選擇影音平台時也須考慮該平台在前導廣告設計上讓使用者觀看廣告的時間是否過長。其次可考慮在內容設計上選擇娛樂性、資訊實用性、干擾性、或可信性做為設計策略，上述四項選擇中以娛樂性最佳且適用於男性與女性市場。 The purpose of this research is to understand about how to design pre roll advertising, ads which are embedded in videos and play before user watching videos, properly to benefit companies. The research is based on the influence among ad attitude, brand attitude, and purchase intention. A distinguish between attitude toward the ad and attitude toward pre roll ads is to find out the difference on different views of ad attitude. Entertainment, information, irritation, and credibility are also conducted in the research model based on literatures in different types of ads. In addition, tolerance duration is conducted in the research model based on the investigation of current pre roll advertising. The research result suggest companies which want to use pre roll ads should make decisions wisely on choice of video platforms and design on duration of the ad based on tolerance duration of targeted customers. In addition, companies can use entertainment, information, irritation, or credibility as their strategy in pre roll ads design. The strategy of entertainment will be better on female customers.
Appears in Collections:	[Graduate Institute of Information Management] Electronic Thesis & Dissertation

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