業配影片中商品色彩與背景音樂之喚起一致性對消費者評估之影響

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/49358

Title:	業配影片中商品色彩與背景音樂之喚起一致性對消費者評估之影響 The Effects of Arousal Congruence Between Product Color and Background Music in Advertorial Film on Consumer Evaluations
Authors:	蕭晴文
Contributors:	行銷碩士學位學程碩士班
Keywords:	喚起一致性
Date:	2021
Issue Date:	2021-03-05 11:07:18 (UTC+8)
Abstract:	近年來，在網路科技的進步下，串流資訊也改變人們的生活習慣，特別是影音平台上的改變，從傳統的電視機觀看節目到隨時隨地可利用網路在手機上觀看喜歡的影片，目前YouTube 已是目前全球最大的影片搜尋與分享平台，讓使用者可以至平台上上傳影片、觀看影片以及分享與評論影片。而其中這些YouTuber，透過上傳不同類型的主題影片包含旅遊、時尚、創意、生活、知識、工作、遊戲等系列主題，吸引許多訂閱者與瀏覽者觀看，也藉由高流量的瀏覽率與訂閱率，促使YouTuber 網紅能與業者合作，從中賺取經營頻道所需的收入。本研究根據現在YouTuber 利用其中作為主要收入來源的業配賺取經營資金，加上現代人時常利用影音平台YouTube 觀看影片的習慣，欲根據喚起一致性理論，探討業配影片中，背景音樂的高低喚起與業配之產品顏色的高低喚起在一致性時，對消費者評估之影響，以檢驗不同喚起程度的背景音樂節奏與不同喚起程度的產品顏色在喚起一致性時會如何影響消費者對影片態度與產品態度之影響。本研究執行實驗設計，操弄背景音樂與產品顏色，並透過膚電儀進行實驗。實驗共有117 位受試者有效參與實驗，研究結果發現當產品為高喚起暖色系時，高喚起背景音樂(快節奏)相對於低喚起背景音樂(慢節奏)更能讓消費者對產品態度產生正向評估; 當產品為低喚起冷色系時，搭配低喚起背景音樂(慢節奏)相對於高喚起背景音樂(快節奏)更能讓消費者對產品態度產生正向評估，然而消費者對影片態度評估並未有顯著影響。此因可能礙於技術上的限制無法與專業影片相比，導致受試者對影片的態度沒有顯著差異。此研究結果可提供業配影片設計上的實務建議。 Recently, with the advancement of Internet technology, streaming information has also changed people’s living habits, especially transformation on the audiovisual platform, from watching TV to watching favorite videos on mobile phones anytime and anyplace.YouTube is currently the world’s largest video search and sharing platform which allows users to upload videos, watch videos, share and write comments. Among them, YouTubers have attracted many subscribers and viewers to watch by uploading different themes of videos, including travel, fashion, creativity, life, knowledge, business, games and other series themes. Through high viewing and subscription rate, YouTubers are prompted to cooperate with traders to earn the income for the channel needed. This study is based on the current YouTubers use advertorial as the main source of income to earn operating funds and modern people’s habits of watching videos on YouTube. According to the theory of arousal consistency, we would like to explore arousal congruence between product color and background music in advertorial film which influences consumer evaluations. The study examines the consumers’ attitude towards the film and products when the background music frequency of different arousal levels and the product colors of different arousal levels are consistent. The study used an experimental design to manipulate background music and product color. Furthermore, there have been 117 valid respondent tested with a GSR in the experiment. The results of research indicate that when the product is high arousal in warm color, high arousal background music (fast tempo) can give consumers more positive attitude on the product evaluation compared with low arousal of background music (slow tempo); when the product is low arousal in cool color, low arousal background music (slow tempo) can make consumers have more positive attitude on product evaluation compared with high arousal background music (fast tempo). Consumers assess the film attitudes did not have significant impact because this experiment technical can’t compared with professional videos. The results of this research can provide practical advice on the design of advertorial films.
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