資訊管理學報

駱少康;謝艾芸;劉致緯;
頁: 167-191
日期: 2023/04
摘要: 透過與YouTuber合作獲取產品置入效益,已是社交媒體行銷之日常。本研究以認知資源角度討論Vlog節目型態、置入形式及說服訴求方向在置入效果的影響。實驗一執行螢幕置入於耗費閱聽者不同認知資源程度Vlog節目中,結果顯示在耗費認知資源較少的影片中實施,置入標的所獲得之消費者眼球凝視行為以及對標的之態度,皆會高於在耗費認知資源較多的影片中;實驗二是將情節置入操作於耗費閱聽者不同程度認知資源的Vlog節目型態中,結果顯示兩類型影片獲得的消費者眼球凝視行為並沒有顯著差異。進一步操作劇情帶入置入產品時的說服訴求,驗證了以情感性訴求設計在耗費不同程度認知資源的Vlog,消費者對置入產品之態度並沒有差異,但是以認知性訴求的情境置入在需耗費認知資源較低的Vlog中,卻會比在耗費認知資源較高的影片,獲得較高之標的態度。
關鍵字: 產品置入;認知資源;影片部落格;社交媒體行銷;說服訴求;

Exploring the Product Placement Effectiveness in Vlog: Cognitive Resources Perspective


Abstract: Cooperating with YouTuber to gain marketing benefit is a common method in social media marketing. From the perspective of cognitive resources, this study discusses the influence of Vlog program type, product placement form and persuasive appeal on product placement effectiveness. In Experiment 1, screen placement was performed in Vlog with different levels of cognitive resource. The results show that when screen placement conducted in a video that consumes less cognitive resources, the participant's eye gaze behavior and attitude towards the product were higher than those in videos consumes more cognitive resources; In the second experiment, plot placement was applied to the Vlog which audience consumed different cognitive resources. The results show that there is no significant difference in eye gaze behavior between the two videos. Further, operating the persuasive appeal. There is no difference in the attitude toward the product when the affective appeal is placed in the vlog that consumes different cognitive resources. However, when the cognitive appeal is placed in the Vlog that audience consumes less cognitive resources, it will obtain a higher attitude toward the target than when the cognitive appeal is placed in the video that consumes more cognitive resources.
Keywords: product placement, cognitive resources, Vlog, Social Media Marketing, persuasive appeal;

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