未來時間透視對行動廣告效果影響之研究—以老年人為例

Abstract

在高齡化社會與數位時代的背景下,高齡族群的行動裝置持有率逐年 攀升,帶起行動廣告的快速發展。本研究執行 2(未來時間透視:充裕 vs. 短暫)x2(社交目標:知識導向 vs.情感意義)x2(社交對象:新朋友 vs.親 友)三因子組間實驗設計,探討社會情緒選擇理論中未來時間透視、社交 目標以及社交對象三變項對廣告回憶、廣告態度以及購買意願之影響。 研究結果顯示:(1)「未來時間透視×社交目標」對廣告效果具有雙向 交互效果;(2)「未來時間透視社交對象」對廣告效果具有雙向交互效果; (3)「未來時間透視、社交目標以及社交對象」對廣告效果具有三向交互 效果,可見三變項之交互作用對提升廣告效果的重要性。

In the ageing society and the digital age, the penetration rate of mobile device of elderly has increased by year, driving rapid growth of mobile advertising. An experiment with a 2 (future time perspective: expansive vs. limited) x 2 (social goal: knowledge vs. emotionally meaningful goal) x 2 (social partner: vs. new friends vs. family) three factors between-subject design was conducted to see if the compatibility among future time perspective, social goal and social partner could affect ad recall, ad attitude and purchase intention. The results revealed a series of interactions among future time perspective, social goal and social partner including 1) a two-way interaction between future time perspective and social goal on advertising effect; (2) a two-way interaction between future time perspective and social partner on advertising effect; (3) a three-way interaction among future time perspective, social goal and social partner on advertising effect. These findings suggested that the importance of compatibility among these variables in increasing advertising effect.