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研究生: 葉建陽
Yeh, Jian-Yang
論文名稱: 探討客製化、自我參照與廣告內容類型對於聊天機器人廣告效果之影響
The Influence of Customization, Self-Reference and Advertising Content Type on the Effect of Chatbot Advertising
指導教授: 林慧斐
Lin, Hui-Fei
口試委員: 蔣旭政
Chiang, Hsu-Cheng
鄭怡卉
Cheng, I-Huei
口試日期: 2021/06/10
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 205
中文關鍵詞: 聊天機器人廣告客製化廣告自我參照廣告內容類型顧客體驗廣告效果
英文關鍵詞: Chatbot advertising, Customized advertising, Self-Referencing, Advertising content type, Customer experience, Advertising effectiveness
研究方法: 實驗設計法
DOI URL: http://doi.org/10.6345/NTNU202101024
論文種類: 學術論文
相關次數: 點閱:195下載:50
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  • 即時通訊軟體的滲透率以及普遍性,強化消費者接受訊息的方式。近年來也越來越多品牌商或行銷業者藉由聊天機器人廣告來接觸目標消費者。但聊天機器人並非消費者日常接受廣告訊息的正常管道,因此當廣告訊息若未能吸引消費者興趣,則有可能被視為干擾訊息並產生對品牌或產品的負面評價。
    本研究從聊天機器人中的操作功能、文案內容以及內容呈現方式,將採取2(客製化程度:高vs.低)×2(自我參照類型:分析型vs.敘事型)×2(廣告內容類型:動態資訊vs.靜態資訊)三因子組間實驗設計,探討消費者對於聊天機器人廣告效果(廣告態度、品牌態度、購買意願)之影響以及顧客體驗對自變項依變項之間的中介效果影響。
    本研究統計結果顯示,(1)在聊天機器人的操作功能中,相較於客製化程度低的聊天機器人廣告,消費者對於客製化程度高的聊天機器人廣告會產生較佳的廣告效果;(2)在文案的設計上,相較於分析型自我參照聊天機器人廣告,消費者對於敘事型的自我參照聊天機器人廣告會產生較佳的廣告效果;(3)在內容呈現方式上,相較於靜態資訊聊天機器人廣告,消費者對於動態資訊聊天機器人廣告會產生較佳的廣告效果;(4)不論敘事型亦或者分析型自我參照,搭配動態資訊相較於靜態資訊,消費者會產生較佳的廣告效果(廣告態度、品牌態度);(5)顧客體驗在廣告內容類型與品牌態度之間具有中介效果,在客製化程度與廣告內容類型則無中介效果。

    The penetration and universality of instant messaging software enhance the way consumers receive information. In recent years, more and more brand owners and marketers are using chatbot advertising to reach target customers/market. In contrast to other marketing tools, chatbot advertising is not a normal channel for customers to receive information. However, if advertising messages cannot attract customers’ interest, they may be perceived as interruptions and lead to negative reviews of the brand or product.
    Hence, the study focuses on chatbot’s operation function, copywriting and content type to discuss customers’ advertising attitude, brand attitude and purchase intention; and the customer experience serves as meditator between customization level, self-reference, content type and advertising effects. The study is based on the between-subject design: customization level (High/ Low) X self-reference (Analytical/ Narrative) X content type (Dynamic/ Static).
    The results show that (1) in terms of the operation function of chatbot, compared with low customization level, high customization level produce better advertising effects; (2) in terms of copywriting of chatbot, compared with analytical self-reference, narrative self-reference produce better advertising effects; (3) in terms of content type of chatbot, compared with static information, dynamic information produce better advertising effects; (4) whether narrative or analytical self-reference, dynamic information will produce better advertising attitude and brand attitude toward customers compared with static information; (5) customer experience has a mediated effect between advertising content type and brand attitude, but there is no mediated effect between customization level, self-referencing and advertising effects.

    摘要 I Abstract II 第壹章 緒論 1 第一節、研究背景 1 第二節、研究動機 4 第三節、研究目的 9 第貳章 文獻探討 10 第一節 聊天機器人 10 一、聊天機器人的起源 10 二、聊天機器人功能與操作模式 11 三、聊天機器人定義 14 四、聊天機器人相關研究 16 五、小節 19 第二節、客製化 21 一、客製化定義與相關研究 21 二、客製化代理模型 22 三、聊天機器人客製化互動廣告 24 四、小節 26 第三節、自我參照廣告 27 一、自我參照相關定義 27 二、自我參照說服機制效果 29 三、自我參照相關類型 30 四、小節 33 第四節、廣告內容類型 34 一、廣告內容類型特質與相關研究 34 二、雙碼理論 35 三、臨場感 38 四、小節 39 第五節、中介變項顧客體驗 41 一、顧客體驗定義 41 二、體驗行銷 42 三、數位體驗行銷 45 四、小節 46 第六節、研究假設推導 48 一、聊天機器人客製化廣告主要效果 48 二、自我參照主要效果 49 三、廣告內容類型主要效果 50 四、聊天機器人客製化與自我參照的交互效果 52 五、聊天機器人客製化與廣告內容類型的交互效果 53 六、自我參照與廣告內容類型的交互效果 54 七、客製化與自我參照和廣告內容類型三者之間交互效果 56 八、中介效果 58 第參章 研究方法 61 第一節、研究架構 61 第二節、實驗設計 61 第三節、前測 63 第四節、主實驗刺激物 72 一、主實驗刺激物呈現 72 二、實驗程序 77 第五節、變項衡量 79 一、自變項 79 二、依變項 81 三、中介變項 83 第肆章 研究結果 85 第一節、樣本結構與敘事統計 85 第二節、信度分析 88 第三節、操弄檢定與正式實驗結果 89 第四節、研究假設驗證 91 一、客製化程度與廣告效果之間影響 93 二、自我參照類型與廣告效果之間影響 94 三、廣告內容類型與廣告效果之間影響 94 四、客製化程度與自我參照類型對廣告效果之間影響 95 五、客製化程度與廣告內容類型對廣告效果之間影響 96 六、自我參照類型與廣告內容類型對廣告效果之間影響 96 七、客製化程度與自我參照類型與廣告內容類型對廣告效果之間影響 98 八、中介效果 99 第五節、研究假設檢定結果 116 第伍章 結論 118 第一節、研究發現與討論 118 一、客製化程度高相較於客製化程度低,消費者會產生較佳的廣告效果 118 二、敘事型相較於分析型自我參照,消費者會產生較佳的廣告效果 119 三、動態資訊相較於靜態資訊,消費者會產生較佳的廣告效果 120 四、敘事型和分析型自我參照搭配動態資訊相較於靜態資訊,消費者會產生較佳的廣告效果 121 五、客製化程度對自我參照類型或廣告內容類型對於廣告效果之間並無影響 123 六、客製化程度與自我參照類型和廣告內容類型對廣告效果之間並無影響 124 七、顧客體驗僅對廣告內容類型對品牌態度具有中介效果,但在客製化程度與自我參照類型則無 125 第二節、研究貢獻 127 一、學術貢獻 127 二、實務建議 128 第三節、研究限制 129 一、實驗情境 129 二、聊天機器人廣告設計限制 129 三、客製化程度設計限制 129 四、自我參照設計限制 130 五、廣告內容類型設計限制 130 六、產品選擇限制 131 參考文獻 132 中文文獻 132 英文文獻 134 附錄一:前測一問卷 150 附錄二:前測二問卷 155 附錄三:前測三分析型自我參照問卷 166 附錄四:前測三敘事型自我參照問卷 170 附錄五:主實驗問卷 176 附錄六:聊天機器人廣告腳本 181

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