觀眾對於YouTube線上影音廣告的實體控制與感知控制

Abstract

本研究目的是探討廣告的相關性如何調節線上影音平台的實體控制 (physical control) 與使用者的感知控制 (perceived control) 之間的正向相關性。行為控制 (behavioral control) 作為實體控制的其中一種操縱方式，在線上影片平台中經常被設計為廣告中的略過按鈕。基於以往研究強調使用者的感知控制在提升使用體驗中的重要性，我們的研究藉由廣告略過功能的存在與否操弄實體控制中的行爲控制，並分析行為控制對於感知控制的影響。此外，我們探 討了廣告相關性在行為控制與感知控制關係中的調節作用。根據過去研究，我們將廣告相關性拆分成兩個維度進行分析，分別為個人相關性 (personal relevance) 和內容相關性 (content relevance)。本研究採用了 2(行為控制:有與無)× 2(內容相關性:高與低)的受試者間實驗設計，並將個人相關性作為屬性變量 (attribute variable) 進行研究。實驗結果顯示，行為控制顯著增強了觀眾的感知控制。此外，個人相關性對於感知控制有正向影響，並負向調節行為控制與感知控制之間的關係。具體來說，當廣告的個人相關性較高時，行為控制對感知控制的正向影響減弱。然而，內容相關性對感知控制的影響及其對行為控制與感知控制之間的調節作用均不顯著。

Our study investigated how advertisement relevance might moderate the positive relationship between physical control and users' perceived control on an online video platform. As one dimension of physical control, behavioral control is often employed as a skip button in commercials by service providers. Thus, we explored how behavioral control, implemented as the option to skip advertisements, affects perceived control. Besides, we examined the two dimensions of advertisement relevance, personal relevance and content relevance, on the relationship between behavioral control and perceived control. We conducted a 2 (behavioral control: presence & absence) x 2 (content relevance: high & low) between-subject design experiment while treating personal relevance as an attribute variable. Results reveal that behavioral control significantly enhanced viewers’ perceived control. Besides, personal relevance positively influences perceived control but negatively moderates the relationship between behavioral control and perceived control. Specifically, the positive impact of behavioral control on perceived control diminishes when advertisements are highly personally relevant. However, the influence of content relevance on perceived control and its moderating effect were insignificant.