Abstract

Recent changes in the media landscape have refocused research onto online advertising, such as YouTube advertising, Instagram TV, and Facebook video advertisements. The aim of this study is to investigate the impacts of accented voice-overs ads without the physical appearance of the spokesperson on consumer perceptions, attitudes, and behavioral intentions. Two studies were conducted, and the results show that foreign/nonnative accents and host/native accents are different in their effectiveness when determining consumers’ perceived attractiveness, expertise, and entertainment in their attitudes toward the YouTube ad and purchase intentions. Results show that a nonnative accent is perceived to be more entertaining than a native accent. The perception of expertise was very similar for native and nonnative English accents. The implications based on the two studies suggest that perceived attractiveness of the accent was dependent on the similarity (e.g., tonal language) between the nonnative and native accent. The results imply that the motive of the ad (e.g., information versus entertainment) must be clear so that there is congruency between motives and perceptions toward the respective accent.

摘要

最近媒体格局的变化将研究重点重新放在在线广告上，例如 YouTube 广告、Instagram 电视和 Facebook 视频广告。本研究的目的是调查没有发言人外表的带口音的画外音广告对消费者感知、态度和行为意图的影响。进行了两项研究，结果表明，在确定消费者对 YouTube 广告的态度和购买意图的感知吸引力、专业知识和娱乐性时，外国/非母语口音和主持人/母语口音的有效性不同。结果表明，人们认为非母语口音比母语口音更有趣。对于母语和非母语英语口音，专业知识的感知非常相似。基于这两项研究的含义表明，口音的感知吸引力取决于非母语和母语口音之间的相似性（例如，声调语言）。结果意味着广告的动机（例如，信息与娱乐）必须明确，以便在动机和对相应口音的看法之间存在一致性。