篇名 | 新聞行動應用程式(App)中廣告呈現方式之說服效果研究 |
---|---|
卷期 | 6:2 |
並列篇名 | The Effect of Mobile Application Advertisement of Advertising Disply on Persuasion |
作者 | 葉芳婷 、 林慧斐 |
頁次 | 025-042 |
關鍵字 | 行動廣告 、 行動應用程式 、 新聞內容型態 、 調節焦點 、 mobile advertising 、 mobile app 、 news content 、 regulatory focus |
出刊日期 | 201406 |
本研究採實驗法,檢驗新聞性的行動應用軟體(Mobile App)中的行動廣告,在不同的廣告呈現方式(橫幅/插播式)、新聞內容型態(資訊/娛樂導向)與調節焦點訊息(促進/預防型)作用之下,對廣告效果(廣告點選、廣告記憶、廣告態度)產生的影響。結果發現,廣告呈現方式對於廣告效果都有顯著之影響。插播式廣告能帶來較佳之廣告點選與記憶,橫幅廣告比插播廣告能帶來較好之廣告態度;「娛樂導向」新聞型態中的廣告相較於「資訊導向」新聞型態能引發較佳廣告記憶與廣告態度,而「資訊導向」之新聞內容中,相較於「插播式廣告」,「橫幅式廣告」能帶來較正面廣告態度;在「促進調節焦點」中,相較於「插播式廣告」,「橫幅式廣告」能產生較佳廣告態度。
The experimental design was used to examine the advertising effect of mobile application on advertising display (banner ad/interstitial ad), news content (entertainment-oriented/information-oriented) and regulatory focus (promotion/prevention). The results show that advertising display has significant effect on click, memory and attitude towards the advertisement. The interstitial ads have better click and memory towards the advertisement than the banner ads, while the banner ads have better attitudes towards the advertisement than the interstitial ads. The entertainment-oriented news has better memory and attitude towards the advertisement than the information-oriented news. Within the information-oriented news, the banner ads have better attitude towards the advertisement than the interstitial ads; however, within the entertainment-oriented news, the interstitial ads have better attitude towards advertisement than the banner ads. Within the information-oriented news, the prevention regulatory focus ads have better click towards the advertisement than the promotion regulatory focus.