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題 名 | Instagram貼文版面顏色一致性對行銷傳播成效之影響--以品牌官方帳號為例=How Color Congruity Impacts the Effectiveness of Marketing Communication--The Brand Official Account on Instagram Posts |
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作 者 | 邱于平; 萬修妤; | 書刊名 | 服務業管理評論 |
卷 期 | 17 2022.12[民111.12] |
頁 次 | 頁74-94 |
分類號 | 496.5 |
關鍵詞 | 品牌; 顏色; 一致性; 情緒; 行銷傳播; Brand; Instagram; Color; Congruity; Emotion; Marketing communication; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來社群媒體興起,品牌紛紛開始經營自家 Instagram 官方帳號。現今, 運用各種創意,例如版面以及貼文設計來吸引消費者目光,是相當重要的議題。 本研究採用實驗法,設計出四組以顏色一致為主的情境,分別為顏色(一致 vs 不 一致) x (單篇照片 vs 整體版面),進而釐清這些情境對情緒反應(愉悅、喚起)與行 銷傳播成效(品牌態度、頁面造訪意願、網路口碑分享)的影響。藉由 280 位受 試者進行實驗,探究結果顯示,無論在整體版面或單一照片中,顏色一致時都會 刺激情感反應,並產生愉悅以及喚起的感受。此外,這兩種情緒都會顯著影響頁 面造訪意願及網路口碑分享。而愉悅的情緒也會影響到品牌態度。本研究結果有 利於業者在經營品牌 Instagram 官方帳號的行銷傳播參考依據。 |
英文摘要 | With the rise of social media in recent years, many brands have started to operate their own official Instagram accounts. Taking various creative ways to gain consumers' attention on Instagram, such as the design of layout and post, is one of the most crucial issues nowadays. This study employed the laboratory experimental method to manipulate four scenarios of color consistency, color (congruence vs. incongruence) x (single photo of post vs. whole layout), to clarify the effect of these scenarios on emotions (pleasure, arousal) and the marketing communication (brand attitude, web visit Intention, eWOM sharing). The results from 280 subjects were demonstrated that the influence of color consistency on pleasure and arousal emotions may occurred in both layout and single post conditions. Accordingly, both pleasure and arousal emotions had significantly effect on visit intention and eWom sharing. Furthermore, pleasant emotions also affect their brand attitudes. Overall, the outcome of this study can provide several implications for brands to manage their official Instagram account. |
本系統中英文摘要資訊取自各篇刊載內容。