使用者產生內容：展新的比較式廣告手法

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沈忠翰(Chung-Han Shen) 查詢紙本館藏

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資訊管理學系

論文名稱

使用者產生內容：展新的比較式廣告手法
(User-Generated Content: A New Advertising Way of Comparative Advertising)

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摘要(中)

這幾年來，由使用者產生內容(user-generated content)的資料，在網路的世界裡愈來愈普遍，其中部落格更是成為網路上快速崛起的個人媒體，消費者於網路上找尋產品的相關資料時，除了一般的網路廣告外，這些部落格的訊息及網路口碑，儼然成為一股新的傳播力量，由此可見部落格行銷已漸漸成為公司所重視的行銷新趨勢。過去在傳統媒體中，比較式訴求的廣告手法是為許多公司所採用，也引起許多學者的討論。然而相關研究結果指出，比較式廣告較容易引起消費者的反對觀點、產生懷疑。因此，本研究在探討當比較式廣告運用於部落格環境，藉由部落格本身的互動能力，是否能影響消費者對廣告宣稱的接受程度。
　本研究亦探討在部落格環境裡，產品類型和廣告手法的組合搭配對於廣告效果的影響，期望能找出公司日後採行部落格行銷時最有利的模式。本研究之研究方法採用實驗設計的方式，在操弄變數上，將產品類型分為搜尋品和經驗品，廣告手法分為傳統媒體比較式廣告、部落格比較式廣告及部落格非比較式廣告。呈現一2 × 3之實驗設計。
　研究結果顯示，比較式手法運用於部落格文章內，能夠明顯減少消費者內心的反對觀點，使消費者較容易接受該廣告宣稱。當搜尋品透過部落格宣傳時，不論搭配比較式廣告或非比較式廣告，對可信度、廣告態度和品牌態度的影響並沒有差異，但是在購買意圖上，比較式廣告的效果的確比非比較式廣告好；另一方面，經驗品則是在部落格內採用非比較式廣告能夠引發消費者更多的購買意圖，然而對可信度、廣告態度和品牌態度的影響，比較式廣告和非比較式廣告並無差異。

摘要(英)

In recent years, user-generated content is becoming more popular on the internet. Blog has become the uprising personnel media on the internet. When consumers search information of goods on the internet, in addition to online advertising, providing information in blogs and eWOM has become a new communication way. Therefore, companies see blog marketing a new trend of marketing. In traditional media, many companies adopt comparative appeal in advertising, and researchers open the debate on the advertising. Prior research finds that comparative ad produces more counterarguments and doubts, and their effects are therefore limited. Thus, this study explores the advertising effect of comparative advertising by the interactive ability of blog when comparative advertising is used on blog.
　This study examined the interaction effect between product types and advertising appeals on credibility, attitude toward the advertising (Aad), attitude toward the brand (Ab), and purchase intention under blog contexts to find an appropriate way for companies adopting blog marketing. Our study conducted a 2 (search goods, experience goods) × 3 (traditional media with comparative ad, blog with comparative ad, blog with non-comparative ad) experiment. The results suggest that comparative ad used in blogs could reduce counterargument significantly, and consumers easily accept the claim. For search goods, there is no difference in credibility, Aad, and Ab between comparative ad and non-comparative ad on blog. The situation of experience goods is the same. But comparative ad increases greater purchase intention for search goods on blog. On the other hand, non-comparative ad produces more purchase intention than comparative ad for experience goods on blog.

關鍵字(中)

★ 使用者產生內容
★ 部落格
★ 比較式廣告
★ 產品類型

關鍵字(英)

★ product type
★ comparative advertising
★ user-generated content
★ blog

論文目次

1. Introduction..........................................1
2. Literature Review and Hypotheses......................5
2.1 Comparative Advertising..............................5
2.2 Types of Goods and Services: Search versus Experience...............................................8
2.3 Advertising Appeal × Types of Goods and Services....10
2.3.1 Credibility.......................................10
2.3.2 Attitude toward the Ad (Aad)......................12
2.3.3 Attitude toward the Brand (Ab)....................14
2.3.4 Purchase Intention (PI)...........................17
3. Research Method......................................20
3.1 Study Design and Procedure..........................20
3.1.1 Data Collection and Sample Description............21
3.1.2 Procedure.........................................22
3.2 Pretest.............................................22
3.3 Stimuli.............................................24
3.4 Measurement.........................................25
3.4.1 Counterargument...................................26
3.4.2 Credibility.......................................26
3.4.3 Attitude toward the Ad (Aad)......................26
3.4.4 Attitude toward the Brand (Ab)....................26
3.4.5 Purchase Intention (PI)...........................27
3.4.6 Product Involvement...............................27
3.4.7 Manipulation check................................27
4. Analysis and Result..................................28
4.1 Reliability and Validity............................28
4.1.1 Reliability.......................................28
4.1.2 Validity..........................................29
4.2 Manipulation Check..................................31
4.3 Hypotheses Testing..................................31
4.3.1 Counterargument of Comparative Ad in Different Media...................................................32
4.3.2 Interaction between Product Type and Advertising Appeal on Credibility...................................33
4.3.3 Interaction between Product Type and Advertising Appeal on Aad...........................................35
4.3.4 Interaction between Product Type and Advertising Appeal on Ab............................................35
4.3.5 Interaction between Product Type and Advertising Appeal on PI............................................37
4.4 Further Analysis: The Influence of Perceived Article Intention...............................................38
5. Discussion and Managerial Implication................40
5.1 Conclusion..........................................40
5.2 Managerial Implication..............................43
5.3 Limitations and Future Research.....................44
Reference...............................................46
Appendix Questionnaires: Laptop in Blog.................52
Appendix Questionnaires: Laptop in Print Advertising....57
Appendix Experiment Design..............................61

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2010-7-5

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