2016年年會論文 | 返回論文列表 |
篇名 不討人厭的廣告?原生廣告與傳統廣告效果初探
No more annoying advertising? Exploring effects of native and traditional advertising.
作者 廖宜珈、楊政翰
中文摘要

近年原生廣告為廣受企業主歡迎的廣告模式。隨著數位時代的發展,廣告的形式也千變萬化,原生廣告即在此數位脈絡下因應而生。本研究以置入性行銷與涉入度探討原生廣告與傳統廣告對閱聽人的效果,以及兩種廣告的辨識度及其是否影響閱聽人之觀看意願、品牌態度及廣告態度。研究發現,原生廣告較傳統廣告辨識度低,閱聽人也較有意願觀看原生廣告,顯示原生廣告的行銷潛能。

英文摘要

In recent years, native advertising is the most popular model for business. As digital era goes on, many types of advertisement emerge, native advertising was designed on this era.

This study, used product placement and involvement theory to explore the effects of native advertising and traditional advertising on audience’s viewing intention, brand attitude and advertisement attitude. The results show that the advertising’s identification of native advertising is lower than traditional advertising, and the audience have more viewing intention to watch the native advertising. This suggests native advertising has more marketing potential for business.

中文關鍵詞 原生廣告、置入性行銷、涉入度、品牌態度、廣告態度
英文關鍵詞 Native advertising, product placement, involvement, brand attitude, advertisement attitude.
發表日期 2016/06/17
授權狀況 已授權
全文下載 不討人厭的廣告?原生廣告與傳統廣告效果初探