實體零售場域中動作觸發型擴增實境廣告對於廣告效果之影響

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研究生：	蔡炘志 Hsin-Chih Tsai
論文名稱：	實體零售場域中動作觸發型擴增實境廣告對於廣告效果之影響 The Influence of the Augmented Reality Advertisement Activated by Consumer Behavior on the Advertising Effectiveness in a Physical Retail Environment
指導教授：	唐玄輝 Hsien-Hui Tang
口試委員:	陳書儀柯志祥
學位類別：	碩士 Master
系所名稱：	設計學院 - 設計系 Department of Design
論文出版年：	2020
畢業學年度：	108
語文別：	中文
論文頁數：	96
中文關鍵詞：	廣告互動、廣告效果、擴增實境、零售、物聯網
外文關鍵詞：	interactive advertising, advertising effects, augmented reality, retail marketing, IoT
相關次數：	點閱：257 下載：1
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目前巨量的廣告已經超越消費者的處理的極限，所以⼤部分的廣告都會被消費者過濾掉，這也使得傳統廣告越來越難發揮價值。然⽽，隨著擴增實境與遍布運算的發展，虛實的邊界開始瓦解，消費者在零售店的⾏為可以被追蹤，這除了帶來更多的⾏銷可能外，其與消費者的⾏為結合⽽進⾏更細緻的⾏銷操作的概念，引出了本研究最核⼼之廣告思考角度：動作觸發型廣告。

因此，本研究旨在探討消費者拿起商品才投放廣告的動作觸發型廣告是否對於廣告效果有影響，包含：廣告所引發的注意程度、好奇程度、感興趣程度、記憶程度、態度、娛樂程度與購買意願，其涵蓋了廣告效果常⽤的測量層⾯，包括：認知、情感和⾏為意圖層⾯。並且，透過質量化並進的混合研究，驗證結果並討論原因，最後提出應⽤動作觸發型廣告於實體零售場域中的設計實務建議與意涵。

實驗量化結果顯⽰，比起無觸發的常駐型廣告，動作觸發型廣告更能引起受測者的好奇⼼、有更⾼的廣告的正向態度與娛樂程度，其餘變數無顯著差異。⽽根據訪談質化分析，本研究推論⼀開始可能因受測者本身的習慣、涉入程度和實驗設定，⽽使得動作觸發型廣告並無法提升受測者的注意程度、感興趣程度與記憶程度。但後來其所引起的「互動驚喜感」，造成了受測者的好奇程度、娛樂程度與正向態度的提升，更展現了提升品牌態度與購物經驗的潛⼒。⽽最後的購買意願，則需回歸受測者本身的需求和偏好等與購買情境當下有關的因素。據此，本研在設計應⽤實務上，建議動作觸發型廣告應與常駐型廣告和商品包裝⼀同搭配考量與使⽤，強化觸發時的驚奇感，以確保消費者能產⽣對於廣告持續性的注意、興趣、好奇、記憶、娛樂與喜愛效果，最後搭配促銷活動來刺激非計畫性購買。

Nowadays, overwhelming advertising messages exceed the information processing abilities of most consumers, leading them to filter out most advertisements they encountered. Traditional advertisements become more and more ineffective. Along with the development in augmented reality and ubiquitous computing, it widens possibilities of marketing and enables consumer behavior to be traced, which elicits the core concept of the present study, the advertisement activated by consumer behavior (ADacb).

In our study, we manipulate ADacb as the the augmented reality advertisement activated when consumer pick up the product and aim to investigate the influence of ADacb on the advertising effectiveness involving attention, curiosity, interest, memory, attitude toward advertising, entertainment and purchase intention. In addition, we employ mixed-methods integrating quantitative and qualitative approaches to examine hypotheses and explain the possible reasons behind. Based on our findings, we attempt to propose suggestions for practice in applying ADacb in a physical retail environment.

Our quantitative result shows that ADacb has a positive effect on consumers’ curiosity, entertainment and attitude toward advertising. According to qualitative analysis, we may have following inferences. Firstly, ADacb cannot exert influence on consumers’ attention, interest and memory because of their own preference, involvement and experiment settings. Afterwards, the “surprise” gave by activating advertisements raises consumers’ curiosity, entertainment and positive attitude toward advertising. Moreover, positive attitude tends to transfer to brand attitude and shopping experience. Lastly, purchase intention is more related to consumers’ needs, tendencies and other personal facts. We thus suggest that ADacb should be considered with normal advertising and packaging design to intensify the “surprise” and promise long-lasting consumers’ attention, curiosity, interest, memory, positive attitude toward advertising and entertainment. Furthermore, ADacb can be leveraged with promotional campaigns to encourage unplanned purchases.

ㄧ、緒論 ....................................................................................................... 1
1-1.研究背景與動機 .................................................................................................................. 1
1-2.研究問題與⽬的 .................................................................................................................. 2
1-3 研究限制 .............................................................................................................................. 2
1-4 研究流程 .............................................................................................................................. 4
⼆、⽂獻探討 ................................................................................................ 5
1 擴增實境 .............................................................................................................................. 5
2 零售與商品 .......................................................................................................................... 8
3 廣告類型與效果 .................................................................................................................. 9
3.1 廣告所引發之線性連續⼼理變化 ............................................................................ 10
3.2 廣告所引發之非連續⼼理變化 ................................................................................ 13
4 動作觸發型廣告 ................................................................................................................ 16
5 ⽂獻探討總結 .................................................................................................................... 17
三、研究⽅法 .............................................................................................. 20
1 研究架構 ............................................................................................................................ 20
2 研究假設 ............................................................................................................................ 21
2.1 動作觸發型廣告對於廣告效果中認知層⾯的影響 ................................................. 21
2.2 動作觸發型廣告對於廣告效果中情感層⾯的影響 ................................................. 22
2.3 動作觸發型廣告對於廣告效果中⾏為意圖層⾯的影響 ......................................... 22
3 變數之概念型定義與操作化⽅式 .................................................................................... 23
3.1 ⾃變數的概念型定義與操作化⽅式 ....................................................................... 23
3.2 依變數的概念型定義與操作化⽅式 ....................................................................... 24
4 實驗平⾯素材之設計 ........................................................................................................ 27
4.1 瓶身標籤之設計 ....................................................................................................... 27
4.2 商品廣告之設計 ........................................................................................................ 29
4.3 輔助性素材設計 ........................................................................................................ 32
5 技術運作與實驗設備 ........................................................................................................ 34
5.1 擴增實境之技術與設備 ............................................................................................ 34
5.2 RFID 之技術與設備 .................................................................................................... 37
5.3 情境模擬之設備 ........................................................................................................ 38
5.4 實際運作情況 ............................................................................................................ 40
6 實驗流程與樣本 ................................................................................................................ 42
6.1 第⼀階段：受測者招募 ............................................................................................ 42
6.2 第⼆階段：暖身體驗 ................................................................................................ 42
6.3 第三階段：正式任務 ................................................................................................ 43
6.4 第四階段：問卷與訪談 ............................................................................................ 44
7 問卷設計與訪談⼤綱 ........................................................................................................ 44
7.1 問卷設計 .................................................................................................................... 44
7.2 訪綱訂定 .................................................................................................................... 45
四、研究結果 .............................................................................................. 47
1 分析⽅法 ............................................................................................................................ 47
2 實驗樣本描述性統計 ........................................................................................................ 47
3 假設檢定 ............................................................................................................................ 49
五、結果討論 .............................................................................................. 51
1 廣告效果中認知層⾯之結果討論 .................................................................................... 52
1.1 廣告所引發的注意程度 ............................................................................................ 52
1.2 廣告所引發的好奇程度 ............................................................................................ 55
1.3 廣告所引發的感興趣的程度 .................................................................................... 57
1.4 廣告所引發的記憶程度 ............................................................................................ 58
2 廣告效果中情感層⾯之結果討論 .................................................................................... 59
2.1 廣告所引發的態度 .................................................................................................... 59
2.2 廣告所引發的娛樂程度 ............................................................................................ 61
3 廣告效果中⾏為意圖層⾯之結果討論 ............................................................................ 62
5 總結 .................................................................................................................................... 63
六、結論與建議 .......................................................................................... 66
1 研究結論與貢獻 ................................................................................................................ 66
2 實務意義與設計應⽤建議 ................................................................................................ 66
3 後續研究建議 .................................................................................................................... 68
參考⽂獻 ..................................................................................................... 70
中⽂部分 .................................................................................................................................. 70
英⽂部分 .................................................................................................................................. 71
附錄 ............................................................................................................. 75
附錄⼀、基本資料問卷 .......................................................................................................... 75
附錄⼆、實驗組之廣告效果問卷 .......................................................................................... 76
附錄三、對照組之廣告效果問卷 .......................................................................................... 82
                                

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