旅遊影音廣告內容越一致會越有效嗎？──以社會比較為干擾變數

Is it True on Travel Video Ads that the More Consistent, the More Effective? The Moderating Variables of Social Comparison

在發展數位化及多元化的趨勢下，旅遊影音廣告已成為旅遊業的策略規劃趨勢，並積極發展推廣。過去研究指出影音廣告的呈現，把具有互動及真實感的訊息，以及富有創意及娛樂性的視覺表現，包裝傳達給觀眾知道，且廣告內容如與自身觀看的影片有關連，可產生高度的相關性。因此，與一般的網路廣告相比較，影音廣告更能讓收看者有良好的感受及正面的評價。然而，由於大量影音廣告出現，是否會因為潛在旅客在觀看旅遊影音內容時，受到向上社會比較的干擾而影響影音內容及廣告對於社會比較心理，這皆可進一步探討研究。本研究以YouTube串場廣告為例，經由80位大專校院學生進行調查，並透過多因子實驗設計探討旅遊影音廣告內容一致性對廣告效果之影響，分析前述因果關係中，向上社會比較之調節作用。本研究結果顯示廣告內容一致性及向上社會比較分別會對廣告效果造成影響，但並不會受到不同程度的向上社會比較調節作用影響。本研究可提供後續研究學者及旅遊相關單位，了解如何以影音行銷觀點吸引潛在遊客觀看廣告意願之相關策略的重要參考。

Video advertising have become a trending planning strategic in the tourism industry. Previous research has shown that video advertising can convey information to the audience through messages which are interactive and realistic, and visual performance which are creative and entertained, and if the content is highly relevant with their preferences, it could raise correlation. Therefore, compared with the general online advertising, video advertising can get a more positive attitude and comment from audience. However, due to the emergence of a large number of video advertising, whether potential tourists will be interfered by the upward social comparison and affect social comparison psychology when viewing the content of video, which can be further studied. This study takes bumper ads on YouTube as experimental advertising, 80 college and university students were surveyed, and the impact of the content consistency of travel video advertising on the advertising effectiveness was explored through factorial experiment design, and the moderating role of upward social comparison in the aforementioned causal relationship was analyzed. The results of this study demonstrated that the content consistency of advertising and upward social comparison have an impact on advertising effectiveness, but they are not affected by different degrees of upward social comparison moderating effect. This study may provide an important reference for follow-up research scholars and tourism-related units to understand how to attract potential tourists to watch advertising from the perspective of video marketing.