轉碼廣告的說服力—語言熟悉程度、消費者認同與產品類別的干擾效果

Abstract

本三年期計畫欲逐步探討影響轉碼廣告效果的因素。所謂轉碼廣告，指的是在同一則廣告中插入外國語言於文案中的廣告，由於不同語言會影響消費者的認知與偏好，因此，轉碼廣告的語言使用會影響轉碼廣告的效果。許多研究已證實轉碼廣告會影響消費者的廣告態度，然而，對於轉碼廣告中語言的使用，如該使用何種語言?不同語言的配對與比例，或可能影響廣告效果的因素等相關研究仍較少，因此，本計畫以三個子研究分別探討影響轉碼廣告效果的干擾變項—語言熟悉度、消費者認同與產品類別，並探討其中的中介變數。本研究分三部分進行探討: (1)驗證不同產品類別的轉碼廣告說服效果，並驗證該效果是否能同時存在於非雙語精通者(non-bilinguals)與雙文化雙語使用者(bicultural bilinguals)中；(2) 確認消費者認同對轉碼廣告效果的影響效果；(3)驗證語言熟悉度對轉碼廣告的干擾效果，同時提出語言理解度為其中重要的中介變數。藉由理解影響轉碼廣告的重要因子與其中的影響歷程可以幫助理解消費者心理，並能提供於採用轉碼廣告時的實務建議，其研究結果能貢獻於消費者行為、廣告效果與國際行銷等相關領域。

This research investigates the moderating role of language familiarity, consumer identity and product categories in code-switched ad effectiveness for non-bilingual consumers. Code-switched ads refer to ads that insert foreign words or phrases into a sentence in an advertising copy (e.g., headline and slogan), resulting in a mixture of native and foreign languages in the ads. Code-switched ad has been found to have great impact on consumers attitudes toward the ad and it has sprung up over the advertising research with time (Luna and Peracchio, 2005b; Luna and Peracchio, 2001; Luna, Lerman, and Peracchio, 2005) Nevertheless, there is scant research literature available on the use of CS in advertising. The persuasion effect of a code switching ad could be influenced by both intrinsic, such consumer identity, and extrinsic, such as language familiarity and product category aspects. Therefore, in this research project, three different aspects will be further examined: (1) the critical effect of product category on persuasion of a code-switched ad between non-bilinguals, and bicultural bilinguals; (2) The moderating role of and consumer identity on a code-switching ad; (3) the moderating effect of language familiarity on persuasive of a code-switching ad and the underlying mechanism mediating role of language comprehension on persuasive of a code-switching ad. By advancing our understanding of the mechanism and applications of CS advertising, this research project will provide a valuable contribution to the fields of consumer psychology and advertising, as it will unveil the phenomenological mechanisms involved in consumer-related phenomena and provide useful insights for managerial applications. The proposed studies will provide advertisers with guidelines for developing advertising strategies in Taiwan.