高喚起廣告真的引人注意嗎？從使用動機與插播位置探討串流內廣告的視覺瀏覽行為

CCUR > College of Business > Master of Science in marketing > project > Item 987654321/51521

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51521

Title:	高喚起廣告真的引人注意嗎？從使用動機與插播位置探討串流內廣告的視覺瀏覽行為 Are High Arousal Ads Really Noticeable? Exploring the Vi Sual Browsing Behavior of In-Stream Ads from Usage Motivation and Insertion Position
Authors:	謝艾芸
Contributors:	行銷碩士學位學程
Keywords:	喚起知覺侵擾媒介使用動機廣告插播位置可略過式串流內廣告眼動儀膚電儀 arousal advertising intrusiveness motivations for media use the position of ad insertion skippable in-stream ad Galvanic Skin Response (GSR) eye-tracking
Date:	2021
Issue Date:	2023-03-13 10:07:01 (UTC+8)
Abstract:	網際網路是現今最流行的資訊傳播管道之一，也是廣告主傳遞行銷資訊的重要媒介。YouTube是目前線上主流媒體之一並已發展出多元的廣告型態供廣告主選擇，其中的可略過式串流內廣告是目前YouTube使用最普遍的廣告型態之一。根據喚起與注意力之相關文獻可知，高喚起廣告可吸引消費者注意力並提升廣告效果，但本計畫從知覺廣告侵擾角度探討，認為高喚起之可略過式串流內廣告並非總是有效，因為高喚起的商業訊息反而會讓使用者感受到較高的侵擾程度並進而採取廣告避免行為，只是這種惱人或侵擾的感受也許並非來自於廣告本身的內容，而是使用者對廣告阻礙目標任務的程度，亦即當廣告干擾目標進行時，此時廣告侵擾程度會高於當廣告未中斷目標處理的過程。尤其高喚起影片通常伴隨著強烈的聲光效果與高強度的動作畫面，因此高喚起廣告也會提高知覺侵擾感受並進而導致負面態度，但這並非代表高喚起廣告就一定會阻礙目標進行的流暢程度，畢竟根據過去喚起與注意力之相關研究已證實高喚起廣告可提升注意力與記憶的表現。因此，本計畫主張，只要廣告不會干擾到使用者目標進行的流程，高喚起廣告就能發揮效果，並降低廣告避免行為的發生，所以高喚起廣告的正負效果會取決於廣告的插播位置。另一方面，本計畫提出廣告的知覺侵擾程度也會受到使用動機的影響。根據媒介使用動機之文獻整理，本計畫將YouTube的使用動機分為「資訊型動機」與「娛樂型動機」，並認為使用者在「資訊型動機」下瀏覽影片時，通常對目標訊息本身具有高度需求且伴隨著強烈的瀏覽目的，因此相對於「娛樂型動機」的使用者會更專注在主要資訊，並對周遭訊息的接受度較低，進而當可略過式串流內廣告插播時會有更強烈的廣告知覺侵擾。所以本計畫認為高喚起廣告之效果也可能受到使用動機之不同而產生不同的結果。為了驗證上述之觀點，本計畫執行兩個實驗設計，操弄使用動機（資訊型；娛樂型）、廣告喚起程度（高／低），以及廣告插播位置（影片開始前／影片播放中途），整個實驗過程同步透過眼動儀與膚電儀分別進行喚起程度與視覺注意力之量測，實驗一研究結果證實當高喚起廣告在影片中途播放時，比起低喚起廣告有較高的侵擾程度，也減少對高喚起廣告的瀏覽時間，並加速點擊跳過鍵。而當廣告在影片播放前插播時，高喚起廣告的侵擾程度反而低於低喚起廣告，且有更多的瀏覽行為並延遲跳過時間。實驗二探討使用者瀏覽動機，結果證實使用者為資訊型動機導向時，比起娛樂型動機對高喚起之可略過式串流廣告有較高的知覺侵擾程度。此外，當瀏覽者為資訊型動機導向時，高喚起之可略過式串流廣告比起低喚起廣告有較低的瀏覽行為並相對加速點擊可跳過鍵的時間。但當瀏覽者為娛樂型動機導向時，高喚起之可略過式串流廣告反而比起低喚起廣告有更多的瀏覽行為並延遲點擊可跳過鍵的時間。研究結果將可為廣告主在YouTube上布局廣告時提供品牌露出以及減緩廣告避免行為之策略上的建議，有助於廣告效果之提升。 The Internet is now a well-established medium of information dissemination and is also an important medium for advertisers to deliver marketing information. YouTube is one of the most popular video-sharing platforms in the world and has developed a variety of advertising types. Skippable in-stream ad is currently the most common advertising type in YouTube. According to arousal and attention literatures, high arousal ad can attract consumers' attention and improve advertising effects. However, this study explores from advertising intrusiveness and proposes that highly aroused, skippable in-stream ad is not always effective, especially when the degree of intrusiveness is high. Thus, the purpose of this study is to discuss the effect of skippable in-stream ad with different arousal level under different motivations and different ad positions on visual attention and skip behavior. A laboratory experiment method was used to manipulate advertisement arousal level (high and low), the position of ad insertion (before and during videos) and watching motivations (information-oriented and entertainment-oriented ). The eye-tracking device and galvanic skin response was used in the experiment to measure physiological response, which is a more objective and direct way to detect the change in natural reaction. The results of Experiment 1 confirmed that when the high arousal ad is played in the middle of the video, it has a higher degree of intrusiveness, less browsing behavior, and click the skip button faster than the low arousal ad has. However, when the ad is inserted before the video, the intrusiveness of the high arousal ad is lower than that of the low arousal ad, and there is more browsing behavior and more delayed skipping time toward high arousal ad. Experiment 2 explored users' browsing motivations, and the results confirmed that when viewer is information-oriented, he/she has a higher degree of intrusiveness to high arousal ad than entertainment-oriented one. In addition, when viewer is information-oriented, ad with high arousal level have lower browsing behavior and relatively faster time to click the skip button than low arousal ad. However, when viewer is entertainment-oriented, ad with high arousal level obtain more browsing behaviors and delay the time to click the skip button compared with low arousal ads. The findings have crucial implications for advertisers regarding how different level of arousal skippable in-stream ad can gain more attention from viewers.
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