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研究生:林芳霙
研究生(外文):LIN, FANG-YING
論文名稱:看見無聲之美!靜音視頻廣告的有效策略: 流暢性與可讀性之觀點
論文名稱(外文):The Beauty of Silence! Effective Strategies for Soundless Video Advertising from the Perspectives of Fluency and Readability
指導教授:謝榮桂謝榮桂引用關係
指導教授(外文):HSIEH, JUNG-KUEI
口試委員:謝榮桂黃旭立唐運佳
口試委員(外文):HSIEH, JUNG-KUEIHUANG, SHIU-LITANG, YUN-CHIA
口試日期:2020-07-03
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:57
中文關鍵詞:靜音視頻廣告字幕處理流暢性可讀性視覺邊界字體-背景對比度
外文關鍵詞:Soundless Video AdvertisingSubtitleProcessing FluencyReadabilityVisual BoundaryFont-Background Contrast
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隨著數位時代影音主導的環境興起,視頻廣告在社群媒體中正在迅速成長,但是過去的學術研究中,很少有人關注如何展現靜音視頻廣告內容的有效策略。在這種情境下,本研究將提出以下五項實驗。實驗一首先證實消費者在字幕存在(相較於不存在)的條件下對於靜音視頻廣告的影響;實驗二與實驗三進一步觀察字體可讀性(易於閱讀、難以閱讀)和字幕位置(底端、中間、頂端)之間的交互關係;實驗四探討了字體可讀性和視覺邊界(有、無)之間的交互關係;最後,藉由實驗五進一步檢驗字體-背景對比度(高、低)的調節效果是否正面影響消費者對於靜音視頻廣告的理解性與處理流暢性。
整理五項實驗結果後有以下發現:(1)當廣告商在視頻廣告呈現靜音時,如果有提供字幕(相較於不存在),提高了消費者的理解性並且改善了對於靜音視頻廣告的正面態度。(2)字體類型與字幕位置在無聲視頻廣告中是相當重要的先決條件,消費者偏好易於閱讀的與放置於底端的字體出現在靜音視頻廣告中。(3)當靜音視頻廣告設計了放置字幕的視覺邊界,字體顏色與背景顏色呈現高對比度時,字體可讀性可以顯著影響消費者的理解性與處理流暢性,並且進一步提升消費者對於靜音視頻廣告的態度與意圖。
本研究結果為無聲視頻廣告的策略研究提供學術貢獻,並且提供廣告商在社群媒體平台中推廣靜音視頻廣告之實務建議。
Video advertising is rapidly growing worldwide, however, previous research has paid little attention to a new form of video named Soundless Video Advertising (SVA). Therefore, this research focuses on how to effectively leverage soundless video advertising for marketing. Study 1 first proves an initial evidence that the influence on the presence (versus absence) of subtitles. Drawn on processing fluency theory and readability effect, Study 2 and Study 3 further explore the relationship between font readability (easy vs. difficult) and subtitle position (bottom vs. mediation vs. top). Furthermore, Study 4 and Study 5 examine the moderating roles of visual boundary and font-background contrast.
The results show that when advertisers generate the subtitles, consumers would increase their comprehensibility, which in turn results in positive attitude toward the ad and advertised product (Study 1). When the SVA presents the high readability of fonts, it would increase consumers’ positive attitudes in both Western and Eastern countries (Study 2A and Study 2B). Furthermore, comparing to the high readability of fonts, the low readability of fonts’ subtitles should be presented in the medium position of video to increase consumers’ comprehensibility and processing fluency, which in turn enhance consumers’ positive attitudes (Study 3). Finally, the findings confirm that visual boundary and font-background contrast are important moderators. Visual boundary and font-background contrast have moderating effects on the positive relationships between readability of fonts and comprehensibility which in turn influences attitudes and intentions (Study 4), and between readability of fonts and processing fluency which in turn influences attitudes and intentions (Study 5), respectively.
The findings contribute to the fields of video advertisements in the soundless environments. This research also provides the insights for marketers how to develop effectiveness strategies for soundless video advertising.
中文摘要........................................................................................................................ I
ABSTRACT...................................................................................................................II
FIGURES.....................................................................................................................VI
TABLES......................................................................................................................VII
1. Introduction............................................................................................................1
2. Literature Review...................................................................................................3
2.1 Processing Fluency Theory....................................................................................3
2.2 The Readability Effect............................................................................................4
2.3 The Moderating Role of Visual Boundary..............................................................5
2.4 The Moderating Role of Font-Background Contrast.............................................6
3. Hypotheses Development.......................................................................................7
4. Study 1.................................................................................................................10
4.1 Experimental Design and Participants.................................................................10
4.2 Measures...............................................................................................................11
4.3 Results..................................................................................................................11
4.3.1 Test of Hypothesis 1.....................................................................................11
4.3.2 Test of Mediation Effect (H2)......................................................................12
4.4 Discussion of Study 1...........................................................................................13
5. Study 2A...............................................................................................................14
5.1 Pilot Test of Study 2A..........................................................................................14
5.2 Experimental Design and Participants.................................................................15
5.3 Measures...............................................................................................................15
5.4 Results..................................................................................................................16
5.4.1 Manipulation Checks....................................................................................16
5.4.2 Test of Hypothesis 3.....................................................................................16
5.4.3 Test of Mediation Effect (H4 and H5)..........................................................17
5.5 Discussion of Study 2A........................................................................................19
6. Study 2B...............................................................................................................20
6.1 Experimental Design and Participants.................................................................20
6.2 Measures...............................................................................................................21
6.3 Results..................................................................................................................21
6.3.1 Manipulation Checks....................................................................................21
6.3.2 Test of Hypothesis 3.....................................................................................22
6.3.3 Test of Mediation Effect (H4 and H5)..........................................................23
6.4 Discussion of Study 2B........................................................................................24
7. Study 3..................................................................................................................25
7.1 Experimental Design and Participants.................................................................25
7.2 Measures...............................................................................................................26
7.3 Results..................................................................................................................26
7.3.1 Manipulation Checks....................................................................................26
7.3.2 Test of Hypothesis 6 and 7...........................................................................26
7.3.3 Test of Mediation Effect (H4 and H5) .........................................................28
7.4 Discussion of Study 3...........................................................................................29
8. Study 4..................................................................................................................31
8.1 Experimental Design and Participants.................................................................31
8.2 Measures...............................................................................................................32
8.3 Results..................................................................................................................32
8.3.1 Manipulation Checks....................................................................................32
8.3.2 Test of Hypothesis 8 and 9...........................................................................33
8.4 Discussion of Study 4...........................................................................................34
9. Study 5..................................................................................................................36
9.1 Experimental Design and Participants.................................................................36
9.2 Measures...............................................................................................................37
9.3 Results..................................................................................................................37
9.3.1 Manipulation Checks....................................................................................37
9.3.2 Test of Hypothesis 10 and 11.......................................................................38
9.4 Discussion of Study 5...........................................................................................39
10. General Discussion...............................................................................................41
10.1 Summary...............................................................................................................41
10.2 Theoretical Implications.......................................................................................42
10.3 Managerial Implications.......................................................................................44
10.4 Limitation and Future Research...........................................................................45
Appendix 1...................................................................................................................46
Appendix 2...................................................................................................................48
Appendix 3...................................................................................................................48
Appendix 4...................................................................................................................49
Appendix 5...................................................................................................................50
Appendix 6...................................................................................................................51
References....................................................................................................................52
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