數位原生廣告的廣告效應之研究－以完形理論與一致性理論探討

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Title:	數位原生廣告的廣告效應之研究－以完形理論與一致性理論探討 The Advertising Effectiveness of Digital Native Advertising: Discussion of Gestalt Theory and Consistency Theory
Authors:	邱于平
Contributors:	廣告學系
Keywords:	原生廣告完形理論一致性理論廣告成效眼動儀
Date:	2019-2020
Issue Date:	2019-11-15 10:26:04 (UTC+8)
Abstract:	原生廣告近年來受到業界和學術界專家學者極大關注，此種不易被注意到的廣告內容是否具有影響力，以及是否具有廣告效果是值得釐清的。本研究藉由完形理論與一致性理論，探討對原生廣告的廣告成效之影響。其中，一致性部分又分為主體一致性、贊助一致性、屬性一致性加以探討。本研究擬採用實驗室實驗法，預計模擬真實網站與原生廣告情境，進而衡量受試者的瀏覽行為。其中，運用眼動儀記錄瀏覽者眼球實際凝視各區塊的狀況與時間長短作為量測操作。另外，在廣告可信度、廣告態度、點擊意願的部分，則以網路問卷的方式同步在實驗過程中進行。本研究結果有助於進一步延伸原生廣告之基石與模式，對原生廣告的成效有更深度的瞭解，同時也對品牌業者提供有價值且適用之參考依據。 In recent years, native advertising has received great attention from experts and scholars. The advertising effectiveness of such unobtrusive advertising content is worth clarifying. This study uses gestalt theory and consistency theory to discuss this phenomenon. Moreover, the consistency theory is divided into subject consistency, sponsorship consistency, and attribute consistency. The laboratory experiment method will be used to carry out the experiment. We used eye tracker to detect and record the fixation length and times from each part on advertising. In addition, the advertising credibility, advertising attitude, and willingness to click were used online questionnaire to examine. The results will help to further extend the foundations and patterns of native advertising, provide a deeper understanding of the advertising effectiveness, and provide the valuable and applicable reference for brands.
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