| Abstract: | 近幾年Instagram在青少年中的成長比例逐漸超越Facebook，而誕生在社群媒體中的網路流行用語，更是被廠商廣泛運用在商業行為上。因此，本研究將深入探討青少年族群是否因為較熟悉的網路流行用語，而提升對其廣告的觀看程度與廣告效果。本研究將以社會影響理論作為研究基底，並針對青少年在社群媒體上對於網路流行用語的從眾行為深入解釋。
本研究將採實驗室實驗法，並運用眼動追蹤儀器來進行數據收集。而其所收集到的實驗數據，將用來分析青少年對於同一世代與不同世代在網路流行用語的觀看時間、品牌記憶、廣告態度以及購買意願上的影響。研究結果指出，青少年對同世代的廣告流行用語在觀看時間上有顯著的差異，而此同時，在不同產品屬性上，其廣告效果上也有顯著之差異。
本研究結果將可以釐清運用世代相同與否的流行用語，是否可以更佳精準地鎖定世代間的目光、並提升其廣告效果，除了對於學術上的貢獻之外，對於廠商來說，不僅可以更了解消費族群的輪廓與行為，對於未來在廣告標語篩選上，也可以精準的進行設計，而對於平台端來說，除了可以建立並搜集對於不同年齡層的流行用語之外，也可以將其資料庫作為與廠商之間的商業使用。
In recent years, the usage rate of Instagram has already exceeded Facebook, and become the mainstream on teenagers. This research investigated the effect of online slangs that teenagers frequently used whether increased the advertising effectiveness and attention. This research used social influence theory to examine how conformity behave happened on online slang between teenagers. The laboratory experiment method was used in this research. To collect the data, we used the eye tracker to recognize how participants responded to the advertising. The experimental data showed that there were significantly difference between the generation teenager reaction on fixation length, brand memory, advertising attitude, and purchase intention. The results showed that there was a significant difference between generations on fixation length. Also, while the advertising with different product attributes, there also had significantly difference between different generations. The contribution of this research not only can provide a clearer customer image for the company, but also accurately design the slogan to improve the advertising effectiveness. |
