Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/139332| 題名: | Instagram限時動態AR濾鏡自我代言與互動性對廣告效果的影響 The impact of self-endorsing and interactivity on Instagram stories AR filters |
作者: | 邱梓晴 Chiu, Tzu-Ching |
貢獻者: | 林日璇 Lin, Jih-Hsuan 邱梓晴 Chiu, Tzu-Ching |
關鍵詞: | Instagram AR濾鏡 自我代言 自我參照 互動性 廣告態度 購買意圖 AR filters self-endorsing self-referencing interactivity attitude toward the ad purchase intention |
日期: | 2022 | 上傳時間: | 1-三月-2022 | 摘要: | 本研究採取線上實驗法，以2（自我代言 vs. 非自我代言） × 2（互動性高 vs. 互動性低）的受測者間設計（between-subject design），觀察參與者使用Instagram限時動態AR濾鏡時，在不同的自我代言條件以及不同的互動性條件下，對於廣告態度和購買意圖兩者的廣告效果是否有所不同。本研究最後共有122位有效參與者完成體驗與問卷填寫，研究結果發現自我代言條件雖與廣告效果之間沒有顯著關係，但自我代言條件可以正向影響自我參照感，自我參照感可以正向影響廣告效果，且自我參照亦可以中介自我代言條件與廣告效果之間的關係。此外，互動性則對廣告態度與購買意圖皆有正向的影響，但未提供調節與調節中介效果。 This study conducted an online experiment method to investigate the effect of different types of self-endorsing and interactivity in AR filter. In a 2 (self-endorsing vs. no self-endorsing) × 2 (high interactivity vs. low interactivity) between-subject design, 122 participants played an Instagram AR filter. The results show that self-endorsing in AR filter led to higher self-referencing, self-referencing led to higher attitude toward the ad and purchase intention, and self-referencing mediated the interaction effects of self-endorsing on attitude toward the ad and purchase intention. Also, interactivity has a positive impact on attitude toward the ad and purchase intention. However, the moderating effects and moderated mediation effect of interactivity were not statistically significant. |
參考文獻: | 一、中文部分\nCarat凱絡媒體週報（2016年10月6日）。就是愛自拍，掀社群行銷大戰！。凱絡媒體週報・數位智庫。https://twncarat.wordpress.com/2016/10/06/專題報告：就是愛自拍，掀社群行銷大戰！/\n台灣數位媒體應用暨行銷協會（2021）。2021台灣數位行銷趨勢報告。http://www.dma.org.tw\n白璧珍（2020）。你今天AR了沒？AR擴增實境創新思維：AR傳教士白璧珍教你；全球知名企業都在使用的溝通術，基礎觀念╳應用解析╳設計方法，一本全方位解析XR產業應用的實戰書。布克文化出版事業部。\n吳岱芸（2015）。〈從遊戲到遊戲化：行銷溝通遊戲化理論初探〉。《新聞學研究》，124，215-251。10.30386/MCR.201507_(124).0006\n吳姝霆（2018）。產品涉入度、互動性和廣告訴求對廣告效果之影響--以互動廣告擴增實境應用為例。臺灣師範大學大眾傳播研究所。http://doi.org/10.6345/THE.NTNU.GMC.006.2018.F05\n耿慶瑞（2020年6月19日）。【HBR導師講座】新互動行銷：顧客參與感。哈佛商業評論全球繁體中文版。 https://www.hbrtaiwan.com/article_content_AR0009756.html\n耿慶瑞、呂家懷（2013）。網路自我參照廣告效果：以論點強度與視覺心像生動程度為干擾變數。《管理與系統》，20(3)，481-510。\n張卿卿（2004）。〈廣告與自我一致性效果〉。《管理評論》，23(3)，93-114。http://doi.org/10.6656/MR.2004.23.3.CHI.93\n臺灣網路資訊中心（2020）。2020台灣網路報告。委託財團法人公民教育基金會進行調查。https://report.twnic.tw/2020/\n\n二、英文部分\nAhn, S. J. (Grace), Phua, J., & Shan, Y. (2017). Self-endorsing in digital advertisements: Using virtual selves to persuade physical selves. Computers in Human Behavior, 71, 110–121. https://doi.org/10.1016/j.chb.2017.01.045\nAhn, S. J., & Bailenson, J. N. (2011). Self-Endorsing Versus Other-Endorsing in Virtual Environments. Journal of Advertising, 40(2), 93–106. https://doi.org/10.2753/joa0091-3367400207\nAlba, J. W., & Hutchinson, J. W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(4), 411–454. https://doi.org/10.1086/209080\nAndrew, H. (2018, May 24). How augmented reality affects the brain. Zappar. https://www.zappar.com/blog/how-augmented-reality-affects-brain/\nAzuma, R. T. (1997). A Survey of Augmented Reality. Presence: Teleoperators and Virtual Environments, 6(4), 355–385. https://doi.org/10.1162/pres.1997.6.4.355\nBaek, T. H., Yoo, C. Y., & Yoon, S. (2016). Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses. International Journal of Advertising, 37(3), 421–439. https://doi.org/10.1080/02650487.2016.1244887\nBelanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing - ESIC, 23(1), 69–94. https://doi.org/10.1108/sjme-09-2018-0042\nBrodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703\nCalder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), 321–331. https://doi.org/10.1016/j.intmar.2009.07.002\nCampbell, Margaret C., & Keller, K. (2003). Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research, 30(2), 292–304. https://doi.org/10.1086/376800\nChang, C. (2005). Ad-self-congruency effects: Self-enhancing cognitive and affective mechanisms. Psychology and Marketing, 22(11), 887–910. https://doi.org/10.1002/mar.20089\nChang, C.-T., & Lee, Y.-K. (2011). The “I” of the beholder. International Journal of Advertising, 30(3), 447–478. https://doi.org/10.2501/ija-30-3-447-478\nDebevec, K., & Iyer, E. (1988). Self-referencing as a mediator of the effectiveness of sex-role portrayals in advertising. Psychology and Marketing, 5(1), 71–84. https://doi.org/10.1002/mar.4220050106\nDebevec, K., & Romeo, J. B. (1992). Self-Referent Processing in Perceptions of Verbal and Visual Commercial Information. Journal of Consumer Psychology, 1(1), 83–102. https://doi.org/10.1016/s1057-7408(08)80046-0\nDeVellis, R. F. (2012). Scale development : theory and applications. Thousand Oaks: Sage.\nDodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307. https://doi.org/10.2307/3172866\neMarketer. (2019, January 10). Instagram Ad Budget Allocated to Newsfeed vs. Stories According to US Senior Ad Buyers, 2018 (% of total). Insider Intelligence. https://www.emarketer.com/chart/225651/instagram-ad-budget-allocated-newsfeed-vs-stories-according-us-senior-ad-buyers-2018-of-el\nEvans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885\nFacebook for Business. (n.d.). Strengthen your stories ads strategy. Facebook for Business. https://www.facebook.com/business/m/stories-guide/creative?ref=stories_guide\nFiore, A. M., Jin, H.-J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology and Marketing, 22(8), 669–694. https://doi.org/10.1002/mar.20079\nGaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business & Management, 6(1). https://doi.org/10.1080/23311975.2019.1618431\nHootsuite & We Are Social. (2021a). DIGITAL 2021: GLOBAL OVERVIEW REPORT. https://datareportal.com/reports/digital-2021-global-overview-report\nHootsuite & We Are Social. (2021b). DIGITAL 2021: TAIWAN. https://datareportal.com/reports/digital-2021-taiwan\nInstagram. (n.d.). Get Inspired with Instagram Stories Ads. Instagram for Business. https://business.instagram.com/a/stories/creators\nInstagram. (n.d.). More Room to Play with Instagram Stories Ads. Instagram for Business. https://business.instagram.com/a/stories/creative\nInteractive Advertising Bureau. (2021a, April 7). IAB Releases Internet Advertising Revenue Report for 2020. IAB. https://www.iab.com/news/iab-internet-advertising-revenue/\nInteractive Advertising Bureau. (2021b). AR Buyer’s Guide. IAB. https://www.iab.com/wp-content/uploads/2021/03/IAB_AR-Buyers-Guide_2021-03.pdf\nJavornik, A. (2016). “It’s an illusion, but it looks real!” Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32(9-10), 987–1011. https://doi.org/10.1080/0267257x.2016.1174726\nJin, S. V., & Ryu, E. (2020). “I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121. https://doi.org/10.1016/j.jretconser.2020.102121\nKent, R. J., & Allen, C. T. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing, 58(3), 97–105. https://doi.org/10.1177/002224299405800307\nKirk, C. P. (2018, September 17). How Customers Come to Think of a Product as an Extension of Themselves. Harvard Business Review. https://hbr.org/2018/09/how-customers-come-to-think-of-a-product-as-an-extension-of-themselves\nKo, H., Cho, C.-H., & Roberts, M. S. (2005). INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising. Journal of Advertising, 34(2), 57–70. https://doi.org/10.1080/00913367.2005.10639191\nLee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232–249. https://doi.org/10.1080/20932685.2020.1752766\nLin, J.-H. (2013a). Identification Matters: A Moderated Mediation Model of Media Interactivity, Character Identification, and Video Game Violence on Aggression. Journal of Communication, 63(4), 682–702. https://doi.org/10.1111/jcom.1204\nLin, J.-H. (2013b). Do video games exert stronger effects on aggression than film? The role of media interactivity and identification on the association of violent content and aggressive outcomes. Computers in Human Behavior, 29(3), 535–543. https://doi.org/10.1016/j.chb.2012.11.001\nLin, J.-H., & LaRose, R. (2012). The scale development and testing of character identification as a mediating mechanism of the effect of media interactivity on the relationship of violence and aggression. Paper presented at the Annual Conference of the International Communication Association (ICA), Phoenix, AZ.\nLiu, Y., & Shrum, L. J. (2002). What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising, 31(4), 53–64. https://doi.org/10.1080/00913367.2002.10673685\nLombard, M., & Snyder-Duch, J. (2001). Interactive Advertising and Presence. Journal of Interactive Advertising, 1(2), 56–65. https://doi.org/10.1080/15252019.2001.10722051\nMacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204\nMaclean, J., Al‐Saggaf, Y., & Hogg, R. (2020). Instagram photo sharing and its relationships with social rewards and well‐being. Human Behavior and Emerging Technologies, 2(3), 242–250. https://doi.org/10.1002/hbe2.207\nMartin, B. A. S., Lee, C. K.-C., & Yang, F. (2004). THE INFLUENCE OF AD MODEL ETHNICITY AND SELF-REFERENCING ON ATTITUDES : Evidence from New Zealand. Journal of Advertising, 33(4), 27–37. https://doi.org/10.1080/00913367.2004.10639172\nMayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2019). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 1–21. https://doi.org/10.1080/02650487.2019.1596447\nMcMillan, S. J., & Hwang, J.-S. (2002). Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity. Journal of Advertising, 31(3), 29–42. https://doi.org/10.1080/00913367.2002.10673674\nMeyers-Levy, J., & Peracchio, L. A. (1996). Moderators of the Impact of Self-Reference on Persuasion. Journal of Consumer Research, 22(4), 408–423. https://doi.org/10.1086/209458\nMilgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE TRANSACTIONS on Information and Systems, 77(12), 1321-1329.\nMoriarty, S. E., Mitchell, N., Wells, W., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising : principles and practice. Pearson Education Australia, Aug.\nNapoleonCat. (n.d.). Instagram users in Taiwan - August 2021. https://napoleoncat.com/stats/instagram-users-in-taiwan/2021/08/\nPark, C. W., & Lessig, V. P. (1981). Familiarity and Its Impact on Consumer Decision Biases and Heuristics. Journal of Consumer Research, 8(2), 223. https://doi.org/10.1086/208859\nPhua, J., & Kim, J. (2018). Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humor on brand attitude and purchase intention of advertised brands. Telematics and Informatics, 35(5), 1524–1533. https://doi.org/10.1016/j.tele.2018.03.020\nRafaeli, S. (1988). From new media to communication. Sage annual review of Communication Research: Advancing communication science, 16, 110-134.\nRasty, F., Chou, C.-J., & Feiz, D. (2013). The Impact of Internet Travel Advertising Design, Tourists’ Attitude, and Internet Travel Advertising Effect on Tourists’ Purchase Intention: The Moderating Role of Involvement. Journal of Travel & Tourism Marketing, 30(5), 482–496. https://doi.org/10.1080/10548408.2013.803394\nRogers, T. B., Kuiper, N. A., & Kirker, W. S. (1977). Self-reference and the encoding of personal information. Journal of Personality and Social Psychology, 35(9), 677–688. https://doi.org/10.1037/0022-3514.35.9.677\nStatista. (2020, July). Mobile augmented reality (AR) market size worldwide 2024. Statista. https://www.statista.com/statistics/282453/mobile-augmented-reality-market-size/\nSundar, S. S., & Kim, J. (2005). Interactivity and Persuasion. Journal of Interactive Advertising, 5(2), 5–18. https://doi.org/10.1080/15252019.2005.10722097\nSystrom, K. (2012, April 9). Instagram + Facebook. Instagram Blog. https://about.instagram.com/blog/announcements/instagram-joins-facebook\nTam, J. L. M. (2008). Brand familiarity: its effects on satisfaction evaluations. Journal of Services Marketing, 22(1), 3–12. https://doi.org/10.1108/08876040810851914\nTan, W. J., Kwek, C. L., & Li, Z. (2013). The Antecedents of Effectiveness Interactive Advertising in the Social Media. International Business Research, 6(3). https://doi.org/10.5539/ibr.v6n3p88\nTech@facebook. (2019, August 13). Creativity for all: Facebook’s Spark AR now lets anyone build and share effects on Instagram. Tech@facebook. https://tech.fb.com/creativity-for-all-facebooks-spark-ar-now-lets-anyone-build-and-share-effects-on-instagram/\nWilliamson, D. A. (2018, November 27). Marketing with Stories on Facebook, Instagram and Snapchat. Insider Intelligence. https://www.emarketer.com/content/marketing-with-stories-on-facebook-instagram-and-snapchat\nWu, G. (2005). The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude Toward the Website. Journal of Interactive Advertising, 5(2), 29–39. https://doi.org/10.1080/15252019.2005.10722099\nYang, J., Teran, C., Battocchio, A. F., Bertellotti, E., & Wrzesinski, S. (2021). Building Brand Authenticity on Social Media: The Impact of Instagram Ad Model Genuineness and Trustworthiness on Perceived Brand Authenticity and Consumer Responses. Journal of Interactive Advertising, 20(3), 1–39. https://doi.org/10.1080/15252019.2020.1860168\nYang, R. (2018). Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion. (Master Dissertation, University of Illinois at Urbana-Champaign.) http://hdl.handle.net/2142/101490\nYang, S., Carlson, J. R., & Chen, S. (2020). How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services, 54, 102020. https://doi.org/10.1016/j.jretconser.2019.102020\nYaoyuneyong, G., Foster, J., Johnson, E., & Johnson, D. (2016). Augmented Reality Marketing: Consumer Preferences and Attitudes Toward Hypermedia Print Ads. Journal of Interactive Advertising, 16(1), 16–30. https://doi.org/10.1080/15252019.2015.1125316\nYim, M. Y.-C., Chu, S.-C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89–103. https://doi.org/10.1016/j.intmar.2017.04.001\nYim, M. Y.-C., Kim, Y. K., & Lee, J. (2020). How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention. International Journal of Advertising, 40(5), 1–25. https://doi.org/10.1080/02650487.2020.1801014\nYu, J., & Ko, E. (2021). UGC attributes and effects: implication for luxury brand advertising. International Journal of Advertising, 1(23). https://doi.org/10.1080/02650487.2021.1898773\nZaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341. https://doi.org/10.1086/208520\nZaichkowsky, J. L. (1994). The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising. Journal of Advertising, 23(4), 59–70. https://doi.org/10.1080/00913367.1943.10673459 | 描述: | 碩士 國立政治大學 傳播學院傳播碩士學位學程 108464012 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0108464012 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 401201.pdf | 6.96 MB | Adobe PDF2 | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.