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題名：LINE企業貼圖類型對於廣告效果之影響
書刊名：資訊管理學報
作者：郭英峰 引用關係／田子弘
作者(外文)：Kuo, Ying-feng／Tein, Tzu-hung
出版日期：2017
卷期：24:4
頁次：頁455-483
主題關鍵詞：LINE貼圖；廣告效果；品牌置入；品牌形象一致性；LINE stickers；Advertising effectiveness；Brand placement；Brand image consistency
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:24
  • 點閱點閱:13
LINE為台灣最普及的即時通訊軟體應用程式，其貼圖更是吸引許多使用者的目光，因此企業紛紛在LINE上發行貼圖，但企業貼圖是否具有廣告效益，則值得加以探討。本研究從品牌置入程度以及與品牌形象一致性的角度，來探討何種的貼圖類型能夠獲得有效的廣告效果。本研究針對LINE的使用者進行線上實驗與問卷調查，共取得624筆有效樣本，並以單因子多變量分析（One-Way MANOVA）進行分析。研究結果顯示，LINE的企業貼圖對於企業而言具有廣告效益，而貼圖類型則以品牌置入程度高以及與品牌形象一致性高之貼圖類型的廣告效果最佳。本研究釐清了在LINE的使用情境下，何種貼圖類型有著較佳的廣告效果，也在廣告設計、廣告效果、以及行動廣告的研究上，提供一個全新的方向。
Purpose-LINE is the most popular messaging app in Taiwan and its stickers attract many users' eyes. Thus, many enterprises release their own stickers on LINE gradually. It's worthy to explore whether enterprises stickers could achieve advertising effectiveness. In this study, we explore which enterprise sticker type of LINE will have more advertising effectiveness from the perspectives of brand placement and brand image consistency. Design/methodology/approach-Using a sample of LINE users in Taiwan, we collected 624 valid samples and the data were analyzed using One-Way MANOVA. Findings-The analytical results show that enterprise stickers of LINE have advertising effectiveness, and sticker type which is designed with high brand placement and high brand image consistency has the best advertising effectiveness. Research limitations/implications-The cross-sectional survey approach used in this study might not fully capture the long term behavior of LINE users. Practical implications-Sticker designers of enterprises can refer to our findings to design enterprise stickers for LINE. Originality/value - This study provides a new research direction toward advertising design, advertising effectiveness, and mobile advertisement.
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會議論文
1.楊青婉、范曉倫、蔣雲倩、孫秀蕙(2014)。以符號學分析企業組織LINE貼圖的行銷目標：台灣地區2013年金融壽險業為例。2014創新研究國際學術研討會。台北。  延伸查詢new window
研究報告
1.賴建都(2006)。健康傳播行銷策略之評估研究--以鼓勵生育為例 (計畫編號：DOH95-HP-1601)。台北市：衛生署國民健康局。  延伸查詢new window
學位論文
1.李昕儒(2014)。通訊軟體貼圖購買意圖之探討--以LINE為例(碩士論文)。國立中央大學，桃園市。  延伸查詢new window
2.林俊良(2015)。大學生對於行動廣告閱讀意願之影響因素研究--以「LINE」官方帳號為例(碩士論文)。中國文化大學，台北市。  延伸查詢new window
3.陳大進(2014)。APP貼圖之廣告效果探討--以LINE貼圖為例(碩士論文)。國立彰化師範大學，彰化市。  延伸查詢new window
4.陳燕菁(2014)。虛擬代言人之研究--以台灣「LINE」貼圖為例(碩士論文)。世新大學，台北市。  延伸查詢new window
5.黃庭英(2015)。「貼」心品牌「圖」有其表？LINE品牌貼圖外表吸引力對消費者行為意圖之影響(碩士論文)。國立中山大學，高雄市。  延伸查詢new window
6.蔡季綾(2005)。產品置入型態與置入效果、品牌態度間關係之研究--以產品涉入度與年齡為干擾變數(碩士論文)。國立成功大學，台南。  延伸查詢new window
圖書
1.翟治平、樊志育(2002)。廣告設計學。揚智文化事業股份有限公司。  延伸查詢new window
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