驗證碼廣告之設計對於產品及品牌回憶度影響

Abstract

在日常生活中，為了避免網路機器人工具惡意侵入網站以致相關損害，當我們瀏覽各式網站時，總需要藉由輸入驗證碼來確保網站能夠順利運作，然而，隨著時間不斷演化，網路機器人工具也跟著進化，驗證碼機制越趨複雜，與此同時，人們面臨Micro-Moments(Google, 2015)反射性轉向使用智慧型裝置尋求答案的時刻也越來越多，因此，面臨驗證碼的時機點也更加頻繁，複雜的驗證機制與越來越高頻率的驗證時刻造成使用者無謂的厭惡與精力的浪費。為化解驗證碼機制過於複雜之問題並融入廣告新商機，將廣告服務與圖靈測試結合，新型態數位廣告模式—驗證碼廣告應運而生。 根據尼爾森2015年台灣前十大產業數位媒體廣告與其他媒體廣告投放比例報告指出，台灣地區的數位廣告由前十大產業投放的比例僅有約30%至40%之間，仍有許多成長空間，故若能開發投放於其他媒體的廣告投放目的，將能快速佔有更多市場份額。由此可知，新型態驗證碼廣告模式之商機無窮，但因仍處於尚未發展成熟階段，故相關研究及運用廠商較少，倘若能了解驗證碼廣告效果及相關設計方式，將能夠創造極大商機並為品牌端開創更有效之行銷方式。本研究分為兩部分實驗，實驗一為比較傳統文本輸入驗證、新型態拖曳非品牌物件驗證以及新型態拖曳品牌物件驗證方式，於產品與品牌回憶度上之差異。實驗二則比較2(數量:兩塊與四塊)x2(驗證方式:回填與點選)的實驗設計，來衡量此四種常見的品牌物件驗證碼類型，其於產品及品牌印象度之差異。根據本研究分析結果，可得以下發現: 一、在產品、品牌及綜合回憶度之表現上，新型態拖曳品牌物件驗證碼類型較傳統文本輸入驗證碼類型及新型態拖曳非品牌物件驗證碼類型更佳。 二、在產品及綜合回憶度之表現上，新型態拖曳非品牌物件驗證碼類型與傳統文本輸入驗證碼類型並無顯著差異。 三、在品牌回憶度之表現上，傳統文本輸入驗證碼類型較新型態拖曳非品牌物件驗證碼類型更佳。 四、無論受測者自評回憶度高低，在產品、品牌及綜合回憶度之表現上，點選兩塊、點選四塊、拖曳兩塊及拖曳四塊之四種常見品牌驗證碼類型並無顯著差異。

In order to avoid bots crippling and destroying websites, we tend to have CAPTCHA to make sure that the Internet can go smoothly in our daily life. However, those bots have evolved into worse ones as time goes by. Therefore, the process of CAPTCHA turns into even more complicated at the same time. Besides, people nowadays have much higher frequency confronting with more and more circumstances facing Mirco-Moments, which considerably increase the timing of experiencing CAPTCHA while using the Internet. The more complicated and the more time the CAPTCHA we experience, the more annoyance and tiredness we perceive. To solve this problem, a new type of CAPTCHA which incorporating advertisements with CAPTCHA called “CAPTCHA Ad” is born. According to Nielsen's 2015 Taiwan top 10 industries’ proportion of digital media advertisement and other media advertisement study, there are only 30% to 40% of digital advertisements are produced by the top 10 industries. It means that there is huge room for digital advertisements. And among all of the digital advertisements, CAPTCHA Ad is fast booming and with huge potential to generate profit. Nevertheless, CAPTCHA Ad is still at a very early development stage that lacks sufficient academic research to prove its effectiveness and there are only few enterprises applying in practice. Hence, if we can understand the effects and right design method of CAPTCHA Ad, then we can seize an extremely great business opportunity and provide a brand-new way for products and brands to execute marketing strategies. There are two parts of experiments: The first experiment is the comparison of effects on product and brand recall among the traditional-type CAPTCHA based on text, new-type CAPTCHA based on drugging the non-brand items, and new-type CAPTCHA based on drugging the brand-related items: The second experiment is the comparison of effects on product and brand recall among 4 types of common designs of CAPTCHA based on brand-related items. They are the CAPTCHA based on drugging 2 pieces of brand-related items, the CAPTCHA based on drugging 4 pieces of brand-related items, the CAPTCHA based on clicking on 2 pieces of brand-related items, and the CAPTCHA based on clicking on 4 pieces of brand-related items. The results show that: I. New-type CAPTCHA based on drugging the brand-related items has better effects on product, brand, and mixed recall than traditional-type CAPTCHA based on text and new-type CAPTCHA based on drugging the non-brand items do. II. There is no significant difference between traditional-type CAPTCHA based on text and new-type CAPTCHA based on drugging the non-brand items regarding the effects on product, brand, and mixed recall. III. Traditional-type CAPTCHA based on text has better effects on brand recall than new-type CAPTCHA based on drugging the non-brand items does. IV. Regardless of the degree of respondents’ self-perceived memorability, there is no significant difference between the effects on product and brand recall among 4 types of common designs of CAPTCHA based on brand-related items.