是報導還是廣告？識破效應、涉入程度與主題一致性對報導式廣告的態度之影響

Editorial or Advertising? The Influence of Readers' Judgment, Involvement and Topic Consistency on Advertorial Attitude

10.29931/MR.201112.0003

黃麗霞(Li-Shia Huang)

報導式廣告、涉入程度、主題一致性 ； advertorial ； involvement ； topic consistency

行銷評論

8卷4期（2011 / 12 / 01）

473 - 486

繁體中文

報導式廣告是版面類似報導的廣告，在當今報章雜誌中經常出現，研究讀者對於報導式廣告的態度，可讓廣告主更加了解此一工具的效果。本研究探討識破效應、產品涉入程度和廣告與媒體的主題一致性，對報導式廣告的訊息態度之影響。本研究選取六則報導式廣告，以便利抽樣方式進行，有效樣本392份。研究結果顯示，訊息與媒體主題一致性高時，以及產品涉入程度高時，消費者對於報導式廣告具有較佳的訊息態度。當消費者識破訊息為廣告時，則會有較差的訊息態度。這三個因素之間亦具有交互作用，當產品涉入程度低時且又識破為廣告時，會有較差的訊息態度；當受測者將訊息視為報導時，會較在意訊息與媒體主題的一致性。最後並提出一些管理意涵和未來研究建議。

Advertorial is an advertisement that looks like editorial. Advertorial is common in newspapers or magazines nowadays. This study aims to consider readers' judgment, product involvement and topic consistency on the attitude towards advertorial. This study selected six advertorials and applied convenient sampling. The results with 392 effective subjects suggest that, topic consistency and consumers' product involvement could enhance message attitudes. When consumers know the target message is an advertisement, they will have lower message attitude than those taking the message as an editorial in the magazine. The three factors also have interaction effects on message attitudes. As consumers' involvement is low and taking the message as an advertisement, they will have bad message attitude. When consumers take the message as an editorial in the magazine, they will care the topic consistency of the message. Some managerial implications and future research suggestions are also provided.

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