2020年年會論文 -熟悉的視角最對味?第一人稱視角廣告對自我效能及廣告效果的影響
篇名
熟悉的視角最對味?第一人稱視角廣告對自我效能及廣告效果的影響
The Perspective Matters! The Influence of First-person Perspective Advertising on Self-efficacy and Advertising Effectiveness
作者
王丰怡
Wang Feng-Yi
中文摘要

廣告類型豐富多元,然而對於第一人稱視角廣告的相關研究仍相當有限。本文採用線上調查實驗,從社會認知理論的角度,探討第一人稱視角廣告是否提升自我效能及廣告效果,並討論不同主題的廣告是否會對自我效能及廣告效果產生不同程度的影響。結果發現第一人稱視角廣告會透過觀察學習的正向中介作用影響自我效能及廣告效果,並且在旅遊APP及汽車廣告中影響最大。 

英文摘要

There are many types of advertisements, but research on first-person perspective advertisements is still quite limited. This study uses an online survey experiment to explore whether ads from a first-person perspective can improve self-efficacy and advertising effectiveness from the perspective of social cognitive theory, and discuss whether different themes of advertising can have different degrees of self-efficacy and advertising effectiveness. It was found that first-person perspective advertising would affect self-efficacy and advertising effectiveness through the positive mediating effect of observation learning, and it would have more impact in travel apps and car advertising. 

中文關鍵詞
自我效能、社會認知理論、第一人稱視角、廣告效果、觀察學習
英文關鍵詞
advertising effectiveness, first-person perspective, observation learning, social cognitive theory, self-efficacy
發表日期
2020/06/19
授權狀況
未授權