臺灣博碩士論文加值系統

提升廣告效果和減少廣告侵擾性是網路廣告的一個重要議題。本研究主要探討在網路影音情境下認知吸收的前因,並了解在有影音廣告介入下,觀看者對影音影片的認知吸收程度會 如何影響他們對影音廣告的態度。本研究首先借由深入的文獻回顧歸納出在影音情境下認知吸收的前因,包含:影片內容相關性、學習技巧與內容難度的平衡、影音內容趣味性和影片間的關聯性。前因的歸納是建立在認知吸收理論和其他認知吸收相關的理論基礎上,包含:視覺搜 尋理論、心流理論、認知投入理論和注意力慣性理論。接著探討前因對網路影音使用者的認知吸收程度之影響。此外,本研究探討使用者認知吸收的程度會如何影響廣告侵擾性,進而了解侵擾性對廣告煩躁性和廣告迴避性的影響。本研究使用實驗法並製作影音瀏覽網站驗證我們所 提出的研究模型假說。
研究結果顯示,當網路影音使用者對於影音內容的認知吸收程度增加,使用者的認知處理程序會增強。因此,當使用者受到侵擾式影音廣告的影響時,會干擾認知吸收過程並將導致更高的廣告侵擾性、煩躁性、迴避性。本研究結果的理論意涵可做為相關研究的理論基礎,也有助於行銷人員和廣告主了解如何在適當的時機傳送廣告以提升廣告的效果並減少廣告的侵擾性。

Improving ad effectiveness and reducing ad intrusiveness is an essential issue for online advertising. This study investigates the antecedents of cognitive absorption in online video environment and understands the effect of cognitive absorption on the viewer’ attitude toward the video advertising. The study examines the effects of relevance of content, balance between skill and challenge, interestingness, and relatedness between episodes on video viewers’ cognitive absorption on the basis of cognitive absorption theory and the inter-related theories: visual search theory, flow theory, cognitive engagement theory and attention inertia theory. Furthermore, examining how cognitive absorption leads to ad intrusiveness, irritation and avoidance. We posit that as a video viewer highly absorb in the video content, his or her cognitive processing is enhanced and therefore the interruption of the viewing by ads will lead to higher perceived ad intrusiveness. A laboratory experiment is conducted and a video viewing website is created to examine the proposed research model. The research findings can not only provide theoretical implication for further related research, but also help marketers and advertisers understand how to deliver effective advertising and minimizing the perceived intrusiveness.

謝詞 I
中文摘要 II
Abstract III
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Purpose 5
Chapter 2 Literature Review 7
2.1 Cognitive Absorption Theory 7
2.2 Antecedents of Cognitive Absorption 9
2.2.1 Flow Experience 11
2.2.2 Cognitive Engagement and Attentional Inertia 12
Chapter 3 Research Framework and Hypotheses 15
3.1 Research Framework 15
3.2 Hypothesis Development 17
3.2.1 Relevance of content 18
3.2.2 Balance between Skill & Challenge 19
3.2.3 Interestingness 20
3.2.4 Relatedness between Episodes 21
3.2.5 Ad Intrusiveness 22
3.2.6 Ad Avoidance and Ad Irritation 24
3.3 Control Variables 28
Chapter 4 Methodology 29
4.1 Pretest 29
4.2 Experimental Design and Settings 33
4.3 Measurement Development 33
4.3.1 Pilot Test 35
4.4 Experimental Procedure 43
Chapter 5 Data Analysis and Analytical Methods 45
5.1 Sample Description 45
5.2 Measurement Model 47
5.3 Manipulate Check 54
5.4 Structural Model (Hypothesis Testing) 56
5.5 Common Method Variance 61
Chapter 6 Discussion and Implications 63
6.1 Major Findings 63
6.2 Limitations and Future Research 65
6.3 Theoretical Implications 66
6.4 Practical Implications 67
References 69
Appendix A Video Website Content - Survey Description Webpage 79
Appendix B Video Display Webpages - Theme A English-Taught Lesson 79
Appendix C Video Display Webpages - Theme B American Talk Show 81
Appendix D Ad Display Page 82
Appendix E Online Questionnaire 83
Appendix F Measurement Items 94
著作權聲明 100

Figures
Figure 1-1 2011-2015 Annual Taiwanese Digital Advertising Report 3
Figure 4-1 Experimental treatments 44
Figure 5-1 PLS Result of Proposed Model Testing with Reflective CA 58
Figure 5-2 Path Coefficients between First- and Second-order Reflective CA 58
Figure 5-3 PLS Result of Proposed Model Testing with Formative CA 60
Figure 5-4 Path Coefficients between First- and Second-order Formative CA 60
 
Tables
Table 2-1 Relevant Literatures on Cognitive Absorption 9
Table 3-1 Operational Definitions of Constructs 15
Table 4-1 Post Hoc Test of Relevance of Content and Interestingness 30
Table 4-2 ANOVA result of familiarity 31
Table 4-3 Post Hoc test for brand familiarity and product familiarity 32
Table 4-4 Result of Measurement Model for Pilot Test 37
Table 4-5 Correlation Matrixes 41
Table 4-6 Cross Loadings of Pilot Test 42
Table 5-1 Sample Descriptions 46
Table 5-2 Result of Measurement Model for Main Test 48
Table 5-3 Correlation matrix of constructs 52
Table 5-4 Cross Loadings 53
Table 5-6 Descriptive Statistics of the Treatments 55
Table 5-7 ANOVA Result of between-subjects Effects 55
Table 5-8 T-test Comparison of Relevance of Content on CA 56
Table 5-9 T-test Comparison of Balance between Challenge and Skill on CA 56
Table 5-10 T-test Comparison of Interestingness on CA 57
Table 5-11 T-test Comparison of Relatedness between Episodes on CA 57
Table 5-12 Result of Structural Models and Hypotheses Supports with Second-order reflective CA 59
Table 5-13 Result of Structural Models and Hypotheses Supports with Second-order Formative CA 61
Table 6-1 Summary of Hypothesis Test 65

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