本研究旨在探討網劇廣告與其情境關聯的強弱差異,對廣告效果與閱聽 眾觀影經驗的影響。透過實驗情境模擬和問卷,調查廣告效果及閱聽眾的觀 影經驗。傳統網劇廣告往往因突兀而無法達到廣告商投放廣告之目的,因此本研究將新形態的原生廣告納入研究,探討具有情境關聯性的廣告相較傳統廣告能否創造更佳的廣告效果以及閱聽眾持續觀看意圖,以為廣告商及劇作方提供實務建議。

關鍵詞：心理抗拒理論、沈浸感、持續觀看意圖、信息處理理論、情境關聯、廣告效果

The purpose of the paper is trying to explore the differences between the strengths and weaknesses of online drama advertisements and their contexts, and the impact on the effectiveness of advertisements and the experience of audiences . With the experimental method, the advertising effect and the audience's viewing experience will be investigated. Traditional online advertising is usually unnatural with its context, thus it is unable to achieve the advertising effects. Therefore, this study will include new forms of native advertising into the study, and explore whether contextually relevant advertisements can create better advertising effects and give audiences better experience, compared with traditional advertisements. This paper may serve as a reference to advertisers and drama principals.

Keywords: advertising effect, psychological resistance theory, immersion, continuous viewing intention, information processing theory, situational association