網頁資訊型態與任務需求對情緒性廣告標題記憶的影響

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Title:	網頁資訊型態與任務需求對情緒性廣告標題記憶的影響
Other Titles:	The Effects of Web Information Type and Task Demand on Memory for Emotional Headline in Advertising
Authors:	吳俊彥 Wu, Jyun-Yan
Contributors:	資訊管理學系吳梅君 Mei-Chun Wu
Keywords:	廣告;任務需求;資訊型態;情緒 Information Type;Task Demand;Advertising;Emotion
Date:	2014
Issue Date:	2014-11-24 15:00:33 (UTC+8)
Abstract:	由於使用者不斷增加，使得全球資訊網快速成長且成為人性化的廣告媒介。線上廣告投資的快速成長與研究指出使用者出現「廣告視盲」的現象，兩者不一致的現象值得進一步探討。行銷研究亦指出不同情緒效價的字在捕捉注意中扮演著關鍵的角色。因此，本研究檢驗不同的任務需求程度是否對不同類型情緒字記憶造成影響，更探討在不同的網頁資訊型態下情緒字記憶是否有所不同。結果指出，圖片型態網頁的廣告標題記憶效果呈現正向情緒字優於負向情緒字，而情緒喚起部分無論文字型態或圖片型態網頁，皆呈現高喚起優於低喚起的結果。然而，當主任務需求增加時，僅在文字型態網頁發現正向與高喚起情緒字的記憶效果隨之提升。　　Due to the increased Internet users, World Wide Web has become a fast-growing and user-friendly medium for advertising. Investment in online advertising is growing rapidly. However, recent studies have reported that users avoid looking at areas they consider to display advertising, termed “banner blindness”. The inconsistency between the investment and the phenomenon of “banner blindness” is worth further exploration. At the same time, marketing studies have also reported that words with different emotional valences play a critical role in capturing attention. Therefore, this present study not only examines the effects of task demand but also investigates the impacts of web information type on memory for different types of emotional words. The results showed that in both text-based and picture-based webpages, ad headlines featuring high arousal words was recognized more often than headlines featuring low arousal emotional words; but ad headlines featuring positive emotional words was recognized more often than headlines featuring negative emotional words what only showed in picture-based webpages. Increasing the resource demands of the primary task increases the recognition of ad headlines featuring positive (high arousal) emotional words, which was shown only in the text-based webpage, however.
Appears in Collections:	[Department of Information Management] Disserations and Theses

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