The influence of different virtual product experience types on advertising effect: Imagery instructions and imagery-processing model as moderators

不同虛擬產品經驗類型對廣告效果之影響－以想像指示與心像處理模式為干擾變數

隨著社群網站上虛擬產品經驗（Virtual Product Experience, VPE）應用的成長，調查虛擬產品經驗對消費者的反應愈來愈顯得重要。本研究目的是透過比較單純虛擬在場產品經驗（Mere Virtual Presence with Product Experience, MVPE）與社交虛擬產品經驗（Social Virtual Product Experience, SVPE）對廣告效果的影響來擴展先前研究的結果，並以採用想像指示與心像處理模式為干擾變數，評估對各種虛擬產品體驗類型（MVPE、SVPE）及不同社群媒體平台（Facebook、Pinterest）的廣告效果。本研究實驗設計總共招募504名參與者，其中研究1有310名參與者，比較Facebook上的不同VPE類型對廣告效果的影響；而研究2有194名參與者，評估Facebook與Pinterest社交媒體平台的差異對廣告效果的影響。研究結果顯示，不同的想像指示與心像處理模式的干擾效果有助於確定VPE類型和社交媒體平台的不同組合對廣告效果的影響。因此，企業可以定期在社群媒體平台上運用多媒體或圖文內容發布廣告觸發消費者心像來增進社群管理。

With the proliferation of virtual product experience (VPE) applications on social network sites, investigations into the effects of VPE on consumer responses are becoming more important. The purpose of this research is therefore to expand the findings of previous studies by comparing the advertisement effects from mere virtual presence with product experience (MVPE) with those from social virtual product experience (SVPE). We employ two moderators (imagery instructions and imagery-processing models) to analyze various VPE types and advertisement effects and design a factorial online experimental design to validate the research model and hypotheses. Of the 504 total participants recruited for this experiment, study 1 first examines a sample of 310 participants to compare different VPE types on Facebook, while study 2 looks at a sample of 194 participants by assessing Facebook and Pinterest social media platforms. This study finds that different imagery instruction and imagery-processing models’ moderators help determine the influences that different combinations of VPE types and social media platforms have on advertisement effects. Therefore, businesses can target to improve their community management by periodically posting advertisements on social media platforms using multimedia or text that trigger mental imagery.