| 摘要註: |
近年來搭載在行動裝置上的擴增實境技術不斷進步及開發難度降低,目前擴增實境的呈現方式可達到疊加動態的影片或者靜態的文字內容在真實世界中。然而,以何種擴增實境的呈現方式以及應用在不同產品類別是否會影響品牌態度和廣告成效的相關研究,卻非常稀少。本研究探討擴增實境的呈現方式(文字廣告/影片廣告)應用在不同產品類別上(便利品/特別品),對於消費者的廣告成效(廣告回憶/品牌態度)之影響。本研究採準實驗研究法,依研究流程分成三個階段,第一階段為探討擴增實境的廣告與一般網站廣告的廣告成效,參與之學生共35名,實際體驗兩種廣告後給予填寫品牌態度問卷,以成對樣本t檢定有顯著差異;第二階段為探討產品類別的分類,參與之學生共40名,發放問卷並統計總數,選出最符合之手機特別品與運動飲料便利品,並依此製作擴增實境廣告;第三階段為探討不同產品與擴增實境的呈現方式之交互作用關係,參與之學生共159人,經體驗不同的擴增實境呈現方式與其應用的產品類別後,調查其品牌態度與廣告成效。本研究結果發現,(1)擴增實境的廣告能夠有效提升消費者的品牌態度;(2)在特別品的應用上,擴增實境結合影像的廣告呈現情境較擴增實境結合文字的整體廣告成效佳;(3)在特別品的應用上,擴增實境結合影像的廣告呈現情境較擴增實境結合文字的品牌態度佳;(4)在便利品的應用上,擴增實境結合影像的廣告呈現情境與擴增實境結合文字的廣告在整體廣告成效上無顯著差異,表示製作便利品的擴增實境廣告時,可依成本考量選擇動態影片或者靜態的文字。本研究的兩項限制包含,僅針對高中職學生之對象及僅採取量化之研究方法,未來隨著擴增實境技術的進展,可依本研究之基礎,擴展研究對象至其他消費族群及增加質化分析方法,深化廣告成效的探討。 In recent years, augmented reality (AR) technology installed in mobile devices continues to progress and its development has becoming less difficult, such that static text or dynamic video can be superimposed on the real world in AR presentation. However, little research exists in what AR presentation style and how it can be applied in different product categories for impacting perceived brand attitude and advertising effect by consumers.This study explores in applying different AR presentation styles (text/video advertisement) to different product categories (convenience/special goods) for understanding consumer advertising effect (advertisement recall/brand attitude). The quasi-experimental research method is adopted with a three-phase research process. Phase I is to compare the perceived effects on brand attitude of 35 students using paired t-test between AR advertisement and website advertisement via a survey after an experimental experience; Phase II is to select the candidates of the top special and convenient goods by surveying 40 students of their perceptions on a list of goods; Phase III is to investigate the perceived brand attitude and advertisement effect of 159 students via experimenting the interactions between different products and AR presentation styles. This research confirms that (1) the AR advertisement can effectively improve the student subjects’ brand attitude; (2) in the application of cell-phone special goods, the dynamic video presents a better perceived overall advertisement effect than that of static text with the AR advertisement by the student subjects; (3) in the application of cell-phone special goods, the video presents a better perceived brand attitude than that of static text with the AR advertisement by the student subjects; (4) In the application of sports-drink convenience goods, there is no difference between the dynamic video and the static text with AR advertisement by the student subjects, which implies the cost will be the deciding criterion for incorporating either video and text in producing AR advertisement. The two research limitations includes only targeting senior high school students and applying quantitative research method, thus with the further progress of AR technology, the future research can drill-down to expand this research to further include other consumer segments and qualitative research methods for increment knowledge n AR advertisement effect. |