YouTube平台中影片之喚起程度與情緒方向如何影響廣告視覺瀏覽與關閉行為？從喚起偏頗競爭理論角度討論

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Title:	YouTube平台中影片之喚起程度與情緒方向如何影響廣告視覺瀏覽與關閉行為？從喚起偏頗競爭理論角度討論 How Arousal Level and Emotion Valence from Youtube Vi Deo Influence Browsing and Deleting Behavior toward Ad? Discuss from Arousal-Biased Competition Theory
Authors:	謝艾芸
Contributors:	行銷碩士學位學程
Keywords:	喚起情緒重疊廣告廣告避免膚電反應眼動儀 Arousal Emotion Overlay ads Advertising Avoidance Galvanic Skin Response (GSR) Eye-tracking
Date:	2020
Issue Date:	2020-09-10 13:02:58 (UTC+8)
Abstract:	網路的快速發展帶來許多不同的改變，除了商業環境帶來企業經營模式的典範轉移外，也改變了一般大眾的娛樂習慣。YouTube即是近年來最受全球歡迎的影音分享平台之一，不僅提供影片觀賞，也是個人創作影音視頻的園地。根據YouTube於2017年的數據調查顯示，YouTube的使用者總數已超過十億人，全球用戶每天在YouTube上觀看影片的時數亦超過十億小時。如此巨大的流量，儼然成為廣告主投放廣告時不容忽略的重要平台。重疊廣告（overlay ads）是YouTube廣告類型之一，顯示在影片底部20%的位置，通常遮擋住影片字幕，藉此吸引視聽者的視覺注意力。然而視聽者存在廣告避免（advertising avoidance）行為，也即是當重疊廣告出現時，閱聽者可能採取忽視或關閉廣告的行動，但本計畫認為，重疊廣告的效果可能因影片情境之不同而不同。據此，本計畫將從喚起程度與情緒方向對視覺注意力之影響進行相關討論，並根據喚起偏頗競爭理論（arousal-biased competition theory；簡稱ABC理論）探討在各種影片撥放條件下，對重疊廣告之認知型與物理型廣告避免行為的影響。為了驗證上述之觀點，本計畫採用實驗室實驗法，操弄影片內容之喚起程度（高與低）與情緒方向（正向與負向），和語言類型（外語與母語）以及字幕的有無，共有12種實驗情境，整個實驗過程中將同步透過眼動儀與膚電儀分別進行喚起程度與視覺注意力之量測，是較為客觀且直接的方式。研究結果將可為廣告主在YouTube上佈局廣告時提供延緩廣告避免行為之策略上的建議，有助廣告效果之提升。 The rapid development of the Internet has brought many radical changes. In addition to the paradigm shift in the business model, it has also changed the entertainment habits of general public. YouTube is one of the most popular video-sharing platforms in the world. It not only provides video viewing but also a place for personal creation of audio and video. According to a YouTube survey conducted in 2017, YouTube has more than one billion users and watch more than one billion hours of video a day, which becomes an important platform for advertisers. Overlay ads is one type of ads in YouTube, which appears as a pop-up displayed across the bottom 20% of the video window. However, viewers often have advertising avoidance behavior, that is, when overlay ad appears, viewers may take actions to ignore or close the ad. This study believes that the effect of overlay ads may vary depending on the context of film. Thus, the purpose of this study is to discuss the effect of overlay ads under various video conditions from the perspective of arousal level and emotion valence on visual attention according to arousal-biased competition theory (ABC theory). A laboratory experiment method will be used to manipulate video’s arousal level (high and low), emotion valence (positive and negative), subtitle, and language (native and foreign). There are total 12 experimental treatments. The eye-tracking device and galvanic skin response was used in the experiment to measure physiological response, which is a more objective and direct way to detect the change in natural reaction. The findings have crucial implications for advertisers regarding how overlay ads can gain more attention from viewers.
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