單雙面廣告訴求與贊助披露對消費者產品態度之影響 – 以 Instagram 文章為例

Abstract

本篇論文主要研究消費者在閱讀 Instagram 文章時，不同的廣告訴求類型對貼文中產品態度之影響，以及贊助披露的有無是否會帶來效果。問卷中操弄訴求類型時，先透過前測問卷來得出三個購買產品時考量之最重要屬性以及兩個中等程度重要屬性，在單面訴求中，針對五個屬性僅傳遞正面資訊；雙面非反駁訴求中，前三項屬性以正向資訊描述、後兩項屬性傳遞負面；雙面反駁訴求有試著反駁負面訊息，調節變數則為無贊助披露與有贊助披露。可分為兩項研究，研究一為由企業所發布貼文；研究二為由用戶所發布貼文。結果顯示，受試者在處於高涉入的情況下，第一，由企業發布的貼文中，訴求類型對於產品態度沒有顯著影響。第二，由消費者發佈的貼文中，雙面反駁訴求與單面訴求條件下會比雙面非反駁訴求有更好的產品喜愛度。第三，由企業發佈的貼文中，雙面反駁訴求獲得最高的產品評價把握程度，其次為雙面非反駁訴求與單面訴求。第四，由用戶發佈的貼文中，訴求類型對於產品評價把握程度無顯著影響。第五，贊助披露作為調節變數，在單面訴求條件下，有贊助披露所獲得的產品喜愛度、購買意願與貼文可信度較無贊助披露高；而雙面訴求下，則是無贊助披露較有贊助披露高。而在無贊助披露的情況下，雙面反駁訴求擁有最高的正向評價，其次為雙面非反駁訴求與單面訴求；在有贊助披露的情況下，單面訴求獲得最高的正面分數，其次為雙面反駁訴求與雙面非反駁訴求。我們亦發現，單面訴求下有贊助披露會有最好的產品態度；雙面反駁訴求下無贊助披露有最好的購買意願；雙面非反駁訴求下無贊助披露有最好的貼文可信度，另外，雙面非反駁訴求下有贊助披露有最差的產品態度與購買意願；單面訴求下無贊助披露有最差的貼文可信度。

This study primarily investigates the influence of one and two-sided advertising appeal types on product attitudes when reading Instagram posts, as well as the effects of sponsorship disclosure. Under the one-sided appeal condition, only positive information is conveyed for the five attributes. In the two-sided nonrefutational appeal condition, the first three attributes are described with positive information, while the last two attributes convey negative information. The two-sided refutational appeal attempts to counter the negative message. The moderating variable is the presence or absence of sponsorship disclosure. The study can be divided into two parts: Study 1, where posts are published by companies, and Study 2, where posts are published by users. The results showed that in high-involvement situations, firstly, in posts published by companies, the type of appeal did not have a significant impact on product attitudes. Secondly, in posts published by users, the two-sided refutational appeal and the one-sided appeal condition resulted in higher product liking compared to the two-sided non-refutational appeal. Thirdly, in posts published by companies, the two-sided refutational appeal had the highest level of perceived product evaluation. Fourthly, in posts published by users, the type of appeal did not have a significant impact on perceived product evaluation. Fifthly, as a moderating variable, under the one-sided appeal condition, posts with sponsorship disclosure obtained higher scores in product liking, purchase intention, and post credibility compared to posts without sponsorship disclosure. Under the two-sided appeal condition, posts without sponsorship disclosure received higher scores than posts with sponsorship disclosure.