小品牌廣告訴求及產品整合度於病毒式影音廣告之機會探討：以分享驅動力為中介變項

Abstract

隨著新媒體時代的來臨，許多規模較小、資金預算有限並且進入市場的時間較短（品牌知名度相對較低）的小品牌和新創品牌也希望利用網路及社群媒體創造對於品牌經營的「有價值病毒行銷」（Valuable Virality），讓訊息同時能如病毒式般的擴散，並且兼具提高品牌績效表現之益處。然而，過去對於病毒行銷相關的研究，多選擇以大品牌或是大、小品牌整合型資料的研究，所以本研究特別針對大、小品牌進行實驗操弄，探討在不同廣告內容（廣告訴求及廣告產品整合度）對於不同分享驅動力的觸發及進而影響消費者對於內容分享意願的影響，並且比較大、小品牌的效果差異。 在研究方法上，本研究採線上實驗法，以YouTube廣告影片為實驗物，大、小品牌廣告皆包含感性低產品整合、感性高產品整合及理性訴求三種廣告類型，並以台灣大學和政治大學的在學學生為研究樣本。根據研究目的，透過3×2之雙因子實驗設計，由廣告類型（感性低產品整合、感性高產品整合、理性廣告）和品牌知名度（大、小品牌）兩個自變項設計出六個不同的實驗組別，對依變數的分享意願的影響進行分析，並進一步探討六個不同組別對於不同分享驅動力（自我增強、情緒調節、解決問題及尋求建議）的觸發影響效果。 研究結果發現，小品牌使用理性訴求廣告（相較於感性低整合），對分享意願的提升比大品牌有利（p<0.15），並且整體而言，感性訴求對自我增強和情緒調節分享驅動力的觸發效果優於理性訴求。除了自我增強之外，大、小品牌在選用不同廣告類型，對其他三種內容分享驅動力的觸發效果皆沒有顯著差異，同時不同廣告類型透由此三種分享驅動力的觸發影響分享意願之間接效果並不因為大、小品牌而有不同。在自我增強分享驅動力方面，利用感性高產品整合廣告（相較於理性廣告），由於小品牌較不受既有品牌形象的束縛，因此較大品牌更能順利觸發自我增強分享驅動力(p<0.15)，進而提高消費者的分享意願。 本次研究結果對於未來小品牌在進行病毒式廣告之內容設計時，建議可考慮利用理性廣告或透過感性品類廣告（高產品整合），便能同時創造內容快速傳散並回饋到品牌績效表現，創造有價值的病毒行銷。

The presence of many new media makes it possible that small or new brands with limited resources can take advantage of viral marketing to assimilate their online advertisements through consumers’ sharing behaviors. Akpinar and Berger (2017) show that emotional brand integral ads can not only boost sharing behavior but also strengthen brand-related outcomes, thus creating valuable virality. This study aims to explore how the advertising contents of brands influence consumers’ sharing behaviors through triggering different drivers for sharing. Furthermore, this study examines how the effects of ad contents for small (or lesser-known) brands on consumers’ sharing behavior differ from those of large (or well-known) brands. To examine consumers’ intentions of sharing online advertisements, this study uses an online controlled experiment, randomly assigning subjects recruited from National Taiwan University and Chengchi University to one of six groups in a 3 (ad contents: rational appeal, emotional high product integral, emotional low product integral) × 2 (types of brand: well-known vs. lesser known) between subject design. The research results show that unlike large brands, small brands, when using rational appeals for online ads, can induce about the same amounts of intention for sharing by consumers as using emotional integral appeals. Furthermore, emotional appeals can better stimulate consumers to share online ads as a result of consumers’ drivers for both self-enhancement and emotional regulation compared with rational appeals. In addition, compared with large brands, small brands, less constrained by the existing brand image, when using emotional product integral ads (vs. informational appeal ads), are more likely to trigger consumers’ drivers for self-enhancement and thus increase their sharing intentions. These results provide implications for how small brands can use informational appeal and emotional product integral ads to generate valuable virality.