| 摘要: | 過去，字幕(subtitle)的使用較多是在幫助聾啞人士與外語電影的 翻譯上能有更好的理解，而除了外語，也可以看到國內中文語系的影 片也會使用中文字幕減低聽力上的負擔。然而，在社群媒體的環境 下，影片中字幕的有無仍取自於作者的剪輯，且可能分散了品牌置入 的認知資源。因此，本研究欲驗證語內字幕(即標準國語發音搭配繁 體中文字幕)對觀看行為與置入效果的影響。研究採用實驗室實驗法 以眼動儀驗證其假說操弄影片字幕的有無（有字幕與沒字幕）對影片 觀看行為（包含眼球凝視時間、眼球凝視次數）、品牌凝視行為（包 含眼球凝視時間、眼球凝視次數）、品牌態度、品牌記憶的影響。研 究結果在理論意涵上確認字幕對影片瀏覽行為之關係以及品牌 置入性行行銷效果之關係之研究；實務意涵上，提供網紅或廣告 主如何運用字幕來達到較好的影片觀看行為，以及提供較好的 置入行銷曝光之策略。
In the past, subtitles have been helpful in understanding more messages on deaf and movie translations. They are also useful in learning languages. It goes without saying that we need to understand more messages on foreign languages without using subtitles. In addition, we can reduce our listening load by using intralingual subtitles (For example, spoken Mandarin should be reflected as Traditional Chinese versus Simplified Chinese subtitles). For these reasons, subtitles can be one of the important factors in viewing behavior. However, subtitles in social media videos, whether or not made by the author, might possibly distract the cognitive resource on brand placement. Finally, even though subtitles will distract visual attention and cognitive resource, they will also affect the willingness to view the video. We conducted experiments designed to examine our two hypotheses with eye tracking. Results indicate that participants have more viewing behavior on subtitled videos but less viewing behavior on the brand. |
