網路自我參照廣告效果：以論點強度與視覺心像生動程度為干擾變數

Abstract

本研究將自我參照導入至網路廣告中，利用一些廣告線索，鼓勵消費者在接受廣告資訊時，能夠將產品與消費者個人過去經驗進行連結。本研究採用實驗室實驗法，以大專院校260個學生為樣本。結果發現，加入自我參照的廣告之說服效果優於無自我參照廣告是顯著的。在強論點下，分析型自我參照網路廣告之廣告態度與購買意圖會高於敘事型自我參照網路廣告；在弱論點下，分析型自我參照網路廣告與敘事型自我參照網路廣告之廣告態度與購買意圖並沒有顯著差異。想像生動力程度高時，敘事型自我參照網路廣告之購買意圖會高於分析型自我參照網路廣告。視覺心像生動程度低時，敘事型自我參照網路廣告與分析型自我參照網路廣告之購買意圖並沒有顯著差異。

The concept of self-reference has been widely studied in the field of psychology, but it does not have much research in advertisement area. The purpose of this study is to apply self-reference to Internet advertisement and to measure the advertisement effects. The two moderator variables, argument strength and vividness of visual imagery, had also been discussed. The lab experiment was conducted, and 260 subjects participated in the experiment. The results indicate that the advertisement effect in self-reference advertising is better than no self-reference advertising. Furthermore, argument strength has a moderating effect to advertisement attitude and purchase intention in analytical self-reference ad and vividness of visual imagery has a moderating effect to purchase intention in narrative self-reference ad too.