影音平台廣告內容一致性與廣告效果之研究-以 YouTube 為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51272

Title:	影音平台廣告內容一致性與廣告效果之研究-以 YouTube 為例 A Study on the Consistency of Advertising Content and Advertising Effect on Video-visual Platforms- Take YouTube as the example
Authors:	王以德
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	廣告記憶廣告態度廣告點選內容一致性 YouTube AD Memory AD Attitude AD Click Content Consistency
Date:	2021
Issue Date:	2023-03-02 10:32:23 (UTC+8)
Abstract:	過去觀看影片的平台只有無線電視台跟有線電視台等傳統載具，觀看影片必須限時限地，無法隨心所欲的觀看影片，隨著互聯網與手機的普及，影音平台也像雨後春筍般的蓬勃發展，自媒體及頻道經營使得影音平台影片內容的豐富度即可看度也隨之增加，觀看影片可隨時隨地觀看，其中在台灣，以 YouTube 為最多使用者，近年來 YouTube 開始將廣告影片放入主影片播放中，這種將廣告影片放入主影片播放中的廣告影片，目的是為了強迫使用者觀看廣告影片，本研究認為，廣告影片與主題影片的內容一致性(一致性高/一致性低)，會對廣告效果(廣告記憶、廣告態度、廣告點選)有顯著的影響。因此本研究實行實驗設計，操弄 YouTube 5 秒可略過式廣告影片出現在主影片播放中，並操弄兩類廣告影片(一致性高/一致性低)。分析結果顯示，廣告影片和主題影片的內容一致性愈高，廣告效果愈好。再者，廣告影片和主題影片的內容一致性愈高，觀看者越願意繼續觀看廣告而不去點選略過廣告，進而獲取更多的廣告資訊。另外，個人背景中的每日觀看影影平台的時間有顯著的干擾效果。日後企業可根據本研究分析之結果，作為企業或廣告主若干實務建議，作為企業及廣告主廣告投放的參考。 In the past, the platforms for watching videos were only traditional vehicles such as wireless TV stations and cable TV stations. You must watch videos for a limited time and you cannot watch videos as you want. With the popularization of the Internet and mobile phones, audio-visual platforms have sprung up like mushrooms. Channel management makes the richness of the video content of the audio-visual platform and the viewing degree increase accordingly, and the video can be watched anytime, anywhere. Among them, in Taiwan, YouTube is the most user. In recent years, YouTube has begun to put advertising videos into the main video playback. This kind of advertising videos that put the advertising video into the main video playback is to force users to watch the advertising video. This study believes that the content consistency (consistency/inconsistency) of the advertising film and the theme film will affect the advertising effect (ad memory, advertising attitude, and advertising click). Therefore, this study implements an experimental design, manipulating YouTube's 5-second skipable advertising video to appear in the main video playback, and manipulating two types of advertising videos (high consistency/low consistency). The analysis results show that the higher the content consistency between the advertising film and the theme film, the better the advertising effect. Furthermore, the higher the content consistency between the advertising film and the theme film, the more willing viewers are to continue watching the ad without clicking and skipping the ad, thereby obtaining more advertising information. In addition, the daily time to watch the movie platform in the personal background has a significant interference effect. In the future, companies can use the results of this research analysis as a number of practical suggestions for companies or advertisers, and as a reference for companies and advertisers to place advertisements.
Appears in Collections:	[Master of Science in marketing ] Thesis

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