2016年被譽為網路直播元年，各式直播節目、平台、以及網紅有如百家爭鳴般席捲而來，但怎樣才能成為網紅？「網紅」延續以往在部落格的行銷手法，透過網路向粉絲進行產品的推薦或者使用心得的分享，推薦形式多元靈活，如軟性文章、影音內容、直播分享的方式來與追隨者接觸。在台灣，數位廣告預估已成為主流廣告的投放形式，「產品置入」也在其中被廣為應用，然而國內外針對此一行銷手法使用於社群媒體，特別是網紅影音內容中的運用方式及其傳播溝通效果的相關研究仍不多見。鑑此，本研究將探討網紅影音內容中，產品置入形式的不同對於廣告溝通的效果為何？並結合「解釋水平理論(construal level theory)」，深究影音內容中不同構面的廣告內容認知─資訊性、娛樂性和互動性，如何藉由改變消費者的解釋水平，而干擾置入形式的相對效果。
本研究實驗設計採用2(置入產品：衛生棉(條) vs. 筆記型電腦)x9(影片)的二因子受測者間實驗設計，所有的變數將請受測者觀看影片後，透過衡量方式得知，如此可掌握每一位受測者個別對於置入顯著性、廣告內容認知的評判，而選用兩種不同類型產品，可增加研究結果的概化性。研究發現：在網紅製作的影音內容中，廣告內容認知會影響消費者建構水平，而置入顯著度、影片的娛樂性、資訊性、互動性都可以提升受測者對於所置入產品的產品態度和購買意願，更重要的是，廣告內容認知會干擾置入顯著度對於產品態度和購買意願的影響。研究結果能為網紅業配、廣告內容認知、解釋水平理論等範疇，提供學術上的意涵，並可供業者作為影音內容置入之參考。

The year, 2016, is known as the starting year of live streaming era, and various live streaming channels, platforms and internet influencers have popped up since that year. Those so-called “micro-celebrities” continue the marketing strategies once applied in the blog era, and promote the products to and share usage experiences with public via the Internet. The ways of sharing and promoting products vary, such as through soft articles, videos filming, and live streaming in order to speak to the followers directly. In Taiwan, digital advertising is expected to be the primary form of advertising. Embedded advertising has actually been applied as one of the marketing strategies. However, there are few studies about this marketing strategy applied in the social media, especially those utilized in the videos of internet influencers and the effectiveness of communication of this kind. Accordingly, this study examines how the different forms of product placement used in the videos influence the advertising communication effects. Combined with construal level theory, this study also discusses how the dimensions of advertising cognition (informativeness, entertainment, and interactivity) moderate the relative effectiveness of placement forms by changing consumers’ construal level.
This research conducted an experiment with a two-factor between-subjects design: two products (sanitary napkins and tampons vs. laptops) and nine videos. All the variables were measured after the participants watched the videos. This helped to obtain a more sensitive measure of how individuals perceived placement prominence and advertising content. The use of two products increased the generalizability of research results. The analytical results reveal that as to the content of videos made by the internet influencers, the advertising cognition dimensions influenced consumers’ construal level. Placement prominence and the entertainment, informativeness, and interactivity of the videos increased the participants’ attitudes toward and intentions to purchase the placed products. Most importantly, advertising cognition moderated how placement prominence affected attitudes towards and intentions to purchase the placed products. The research results offer the academic implications to internet influencers’ product placement, advertising cognition, and construal level theory, and provide suggestions for practitioners about how to place products in a video.

目 錄
第一章、緒論…………………………………………………………… 1
第一節、研究背景………………………………………………………………… 1
第二節、研究動機………………………………………………………………… 4
第三節、研究問題………………………………………………………………… 8
第四節、研究目的………………………………………………………………… 8
第 二 章、文獻探討…………………………………………………… 9
第一節、網紅……………………………………………………………………… 9
第二節、廣告內容認知…………………………………………………………… 11
第三節、業配文…………………………………………………………………… 16
第四節、解釋水平理論與社會距離……………………………………………… 17
第五節、廣告效果………………………………………………………………… 19
第 三 章、研究架構與研究假說……………………………………… 21
第一節、研究架構………………………………………………………………… 21
第二節、研究假說………………………………………………………………… 22
第 四 章、研究方法…………………………………………………… 27
第一節、樣本與實驗設計………………………………………………………… 27
第二節、實驗刺激………………………………………………………………… 30
第三節、實驗程序………………………………………………………………… 34
第四節、變數衡量………………………………………………………………… 35
第五節、研究結果………………………………………………………………… 38
第 五 章、結論與建議………………………………………………… 57
第一節、主要研究發現…………………………………………………………… 57
第二節、理論與實務意涵………………………………………………………… 60
第三節、研究限制與未來研究方向……………………………………………… 63
參考文獻 …………………………………………………………………………… 65
附錄………………………………………………………………………………… 87

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