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研究生(外文):Yi-An Chien
論文名稱:幽默不是置入式廣告的萬靈丹:用文字探勘探討幽默與品牌概念 對情緒與購買意圖的影響
論文名稱(外文):Humor is not a panacea for embedded advertising: The Interplay Effects of Humor and Brand Concepts on Emotion and Purchase Intention by Sentiment Analysis
外文關鍵詞:Humor appealbrand conceptemotionpurchase intentionsentiment analysis
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社群網路和影音平台的快速發展讓素人網紅快速崛起,許多品牌為了與年輕人溝通,會邀請網路紅人為其代言產品並拍攝廣告影片發佈於影音平台內,閱聽眾在看完影片內容後,則可以立即留言,表達其對廣告影片的情緒及購買意願。網紅在製作廣告內容時,多半會加「幽默」的元素,然而從網友留言反應及相關研究結果皆顯示,「幽默」不總是為廣告創造正面效果,本研究利用文字探勘技術下之情緒分析(Sentiment Analysis)為研究方法,探討在品牌概念的調節下幽默訴求對消費者情緒反應與購買意圖之影響。
本研究根據網路聲量統計找出10大網路紅人,並搜尋其於Youtube平台發布最多人觀看並刪除僅冠名贊助、留言數過少(<1000則)之YouTuber網路廣告影片,選出十支影片進行前測,最終有六支影片可以區分幽默與品牌概念,本研究採取大數據的爬文工具YouTube Comment Scraper蒐集該六支影片之網友留言做為情緒分析與購買意圖的分析標的,並使用情緒分析技術將評論留言轉化成情緒分數與購買意圖分數做為依變數。
Social media has become one of the major channels to communicate with young people. Several brands invite Youtuber as the celebrity to promote their product via online video platform. Those who view online videos or ads could write their thoughts immediately, in turn, lead to accumulate a lot of text data. Most of Youtuber like to use humour appeal when they promote the brand; however, humour is not always the case in persuading the audiences. Thus, this research considers a boundary condition (i.e., brand concept) to explore the relationship between humour appeal, emotion, and purchase intention through Sentiment Analysis.
The top ten popular Youtuber were identified from a known internet platform. To eliminate the messages of the film are less than 1000, six films were selected from a pretest due to the differential in humour appeal and brand concepts. This study conducted a Sentiment Analysis via text mining and used YouTube Comment Scraper to retrieve a dataset from the YouTube platform. Then, the sentiment score and index of action were calculated from the review content and were regarded as dependent variables (i.e., emotion and purchase intention).
The results of the two-way ANOVA show that when the brand concept is functional, the non-humorous appeal induces positive emotion and higher purchase intention; whereas when the brand concept is symbolic, humorous appeal leads to positive emotion and higher purchase intention. Furthermore, emotion will mediate the interaction between humour appeal and brand concepts for predicting purchase intention.
With an understanding of how humour appeals affect emotion and purchase intention from text mining, marketers can better understand their target audiences and design more appropriate strategy in the online video more effectively. In addition, they could apply Sentiment Analysis to monitor messages form their audiences immediately.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第二章 文獻探討 8
第一節 置入性行銷 8
第二節 幽默 12
第三節 情緒 16
第四節 品牌概念 20
第五節 處理資訊流暢度 22
第六節 計畫行為理論 23
第七節 文字探勘 25
第三章 研究設計與方法 27
第一節 研究架構 27
第二節 研究假說 27
第三節 研究流程設計 28
第四章 研究結果 34
第一節 前測分析結果分析與討論 34
第二節 文字探勘結果分析與討論 36
第五章 結論與建議 43
第一節 研究結果與討論 43
第二節 學術貢獻 44
第三節 管理意涵 45
第四節 研究限制與建議 46
參考文獻 49
附錄1 NTUSD辭庫表(部份示意) 58
附錄2 YouTuber網路廣告影片分類之前測問卷 59
附錄3 中文斷字與情緒分析分數示意圖(部份) 63
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