微電影廣告對廣告與品牌態度影響之研究 －以幻想傾向人格特質為前因變數

• Main Author: 盧佳恩
• Other Authors: 陳才
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/31962005968922030301

碩士 === 佛光大學 === 傳播學系 === 101 === A new type of online marketing technique, called Micro-film, emerged in Chinese-speaking areas in recent years and has been highly regarded as an influential viral video format among Taiwan’s government agencies, product/brand marketers, and academics alike. To jump on the Micro-film bandwagon, film contests held, conferences called, even an association has been founded. All these hypes signaled that Micro-film, or Micro-film Advertising, as a marketing phenomenon is worthy of deeper investigation. Micro-film Advertising refers to the short feature-film-like videos produced mainly by brand and product/service marketers. Brand messages may or may not be placed in the video, the cast, storyline and product quality, however, must be interesting enough to attract voluntarily viewing. Disseminated by means of online video-sharing platforms, a successful Micro-film campaign can reach a large audience with minimal cost compared to traditional commercials. The purpose of this study is to investigate into the effectiveness of Micro-film Advertising. Based on theories of media psychology, communication, and advertising research, the relationships among transportation effect, enjoyment, attitude toward the ad, and attitude toward the brand of Micro-film Advertising are discussed. Further, fantasy proneness as one of important personality antecedents of transportation effect is also empirically studied. Six videos from YouTube’s Micro-film Channel have been selected as experimental treatments. Data were collected from an online survey with college students as samples. The results of regression analysis showed that transportation positively influences enjoyment, attitude toward ad, and attitude toward brand; enjoyment of the Micro-film Ad positively influences attitude toward ad, and attitude toward brand; attitude toward the ad positively influences attitude toward brand. ANOVA analysis showed that transportation effects are significantly different between subjects with high and low fantasy proneness.