2024/05/26 更新

写真a

リュウ ギョクテイ
劉 ギョクテイ
所属
商学学術院 商学部
職名
講師(任期付)

経歴

  • 2022年04月
    -
    継続中

    早稲田大学 商学学術院 講師(任期付)

  • 2021年04月
    -
    2022年03月

    専修大学 商学部 非常勤講師

  • 2020年04月
    -
    2022年03月

    早稲田大学 商学学術院 助手

所属学協会

  • 2019年05月
    -
    継続中

    日本商業学会

  • 2016年07月
    -
    継続中

    日本広告学会

研究分野

  • 商学   広告
 

論文

講演・口頭発表等

  • From Redundancy to Reinforcement: Optimizing Subtitled Video Advertisements for Multiple Viewing Conditions

    Yuting Liu, Morikazu Hirose, Kei Mineo, Kazue Shimamura

    The 21st International Conference on Research in Advertising (ICORIA) 2023  

    発表年月: 2023年06月

    開催年月:
    2023年06月
    -
    2023年07月
  • Effective Strategies for Soundless Video Advertisements: How Subtitle Color and Background Affect Consumer Perceptions

    Yuting Liu

    2023 American Marketing Association Winter Academic Conference  

    発表年月: 2023年02月

    開催年月:
    2023年02月
     
     
  • 動画広告における言語情報の提示が消費者反応に与える影響

    劉玉婷

    日本商業学会関東部会  

    発表年月: 2021年07月

  • The Role of QR Codes in Green Advertisements: An empirical research combining TAM and perceived green value and green trust

    Siwei Li, Morikazu Hirose, Yuting Liu, Kei Mineo

    2020 Global Marketing Conference  

    発表年月: 2020年11月

  • Examining the Role of Screen Size and Ad Skepticism on Consumer Attitudes Toward Subtitled Video Ads: An Investigation and Analysis of Moderated Moderation

    Yuting Liu, Kei Mineo, Morikazu Hirose

    2020 Global Marketing Conference  

    発表年月: 2020年11月

  • 字幕付きCMに対する消費者の知覚:認知欲求を用いた検討

    劉玉婷

    日本広告学会第50回全国大会  

    発表年月: 2019年11月

  • Is Subtitling Video Advertisements Always Effective and Useful Enough for Desired Communication? The Moderation Role of Consumer Advertising Skepticism

    Yuting Liu, Morikazu Hirose, Kei Mineo

    18th International Conference on Research in Advertising 2019  

    発表年月: 2019年06月

    開催年月:
    2019年06月
    -
     
  • The Effects of Subtitled Commercials for Deaf People: An Interview Survey in Japan

    Yuting Liu, Morikazu Hirose

    17th International Conference on Research in Advertising 2018  

    発表年月: 2018年06月

  • 字幕付きCMの効果に関する研究

    劉玉婷

    日本広告学会第47回全国大会  

    発表年月: 2016年10月

▼全件表示

共同研究・競争的資金等の研究課題

  • 字幕付き動画広告に対する消費者の知覚:視聴環境の違いに注目して

    公益財団法人吉田秀雄記念事業財団 2020年度(第54次)吉田秀雄記念事業財団助成研究(大学院生の部) 

    研究期間:

    2020年04月
    -
    2021年03月
     

  • 字幕付きCMが一般消費者に与える影響

    2017年度日本広告学会関東部会研究助成 

    研究期間:

    2018年05月
    -
    2019年04月
     

    劉玉婷

 

現在担当している科目

▼全件表示

担当経験のある科目(授業)

  • 専門英語講読(マーケティング)

    早稲田大学  

    2022年04月
    -
    継続中
     

  • マーケティングコミュニケーション1

    専修大学  

    2021年09月
    -
    2022年03月
     

  • マーケティングコミュニケーション

    専修大学  

    2021年04月
    -
    2021年09月
     

 

学内研究所・附属機関兼任歴

  • 2022年
    -
    2029年

    産業経営研究所   兼任研究所員

特定課題制度(学内資金)

  • The Impact of Text Visual Design on Consumer Reaction to Muted Video Advertisements

    2023年  

     概要を見る

    In today's digital landscape, amidst silentvideo advertisements, incorporating text such as subtitles is crucial for effectivecommunication. This study focuses on how text readability, influenced by visualdesign, impacts consumer responses, particularly in terms of brand familiarity.Applying information processing fluency and incongruity theories, itinvestigates the intricate relationship between visual text design and itseffects on consumer cognitive and emotional responses. Utilizing online experiments, the studycontrasted different readability levels in muted video advertisements. Theresults revealed that higher readability improves text recognition and message recall,but surprisingly, doesn't significantly change attitudes towards the ad orbrand. However, for those well-acquainted with the brand, lower readabilityprompts more positive attitudes towards the ad or brand. While higher readability bolsters informationprocessing fluency, affecting cognitive responses, it's insufficient forattitude change. Furthermore, the research suggests that people familiar withthe brand gravitate towards content that challenges their cognitive abilities,finding pleasure in the effort and satisfaction in the resolution, aligningwith the principles of incongruity theory.This research presents valuable insightsfor marketers, emphasizing the significance of information readability inenhancing consumer recall of messages and brand awareness. It's particularlyeffective for new or lesser-known brands, as high readability ensures thatpotential customers grasp the brand message during initial exposure. The studyalso stresses the need to customize ad content based on audience brandfamiliarity. Advertisements demanding more cognitive effort, like those withless readable text, may be more engaging for consumers familiar with the brand.Furthermore, the research highlights the societal impact of accessiblemessaging, benefiting diverse groups, including those with visual or readingimpairments, and fostering an inclusive society. This work elucidates theintricate balance between readability and cognitive engagement in videoadvertisements, aiding in the development of more nuanced, brand-sensitive, andinclusive advertising strategies for today's digital landscape.

  • 商品関連のUGC動画における字幕が消費者反応に与える影響

    2022年  

     概要を見る

    User-generated content (UGC) is increasingly used for product promotion on social media, but the impact of subtitles on consumer engagement with UGC videos related to products has not been thoroughly examined. This study aims to investigate this impact based on analysis of the online free descriptions from 480 participants. Firstly, the role of subtitles in information accessibility was discussed. Subtitles complement audio, aid in understanding foreign languages, and support cognitive resources, making them an essential tool in online communication activities, especially for those with hearing impairments or in noisy environments. Secondly, the study reveals that subtitles have a positive impact on the motivation to watch video content and can promote favorable effects on the video content and brand. They improve comprehension, retention, entertainment value, aesthetics, persuasiveness, and attitudes toward the creator. Finally, certain considerations need to be made in editing and displaying subtitles to ensure their positive impact on marketing, such as displaying only keywords, using creative colors and fonts, and avoiding the design of subtitles used in television shows. The findings of this study provide insights for digital marketers and UGC creators to enhance engagement and effectively utilize subtitles in UGC marketing.

  • The reactions of non-native language consumers toward subtitled video ads

    2021年  

     概要を見る

    Withthe development of the internet, global brands' advertising campaigns can nowreach customers all over the world who use social media. To help more viewersunderstand the content, more and more video ads are being added that are notonly local language subtitled but also English subtitled. However, little isknown about how foreign-language subtitles influence consumer behavior in adigital context. The purpose of this research is to find out how non-nativelanguage consumers react to foreign-language subtitles on video advertisements.Three subtitle conditions are used in this study to compare consumer reactionsto subtitled video ads in Japan (Japanese subtitled group, English subtitledgroup, and both languages subtitled group) with a sample of college students(n=370). The findings revealed that there isno significant difference in attitudes toward the advertisement and the brandamong the three groups. However, when it came to ad entertainment, the Japanesesubtitled group had more positive attitudes than the English subtitled group. Thefindings predict the presence of subtitles in themother tongue produced a more entertaining feeling from the content in certain condition,when consumers are with a low level of the English proficiency.

  • 字幕付き動画広告が日本語学習者としての消費者に与える影響

    2020年  

     概要を見る

    In Japan, more and more video ads with same-language subtitles onwebsites and social media are viewed by not only native speakers but also non-nativespeakers. So many studies have revealed the same-language subtitles effects ineducational contexts, however, little is known about the effects of thesame-language subtitles in advertising contexts. This study reveals theperspective of non-native Japanese speakers toward the subtitled video ads inJapanese. Depth interviews were conducted among Chinese participants in Japan, whosemother language is not Japanese, but with advanced level of Japanese. Accordingto the results, it turned out same-language subtitles can be expected to enhancead content comprehension and the engagement of the video ads. When the ads withsame-language subtitles are highly relevant to viewers, the attitudes toward thead and the brand could be positively influenced. Moreover, adding subtitlescould draw viewers’ attention to the video ads which are low relevant to theviewers themselves. During this situation, the quality of the visual aspect ofthe subtitles (such as font, size, the display position) and how easilysubtitles could be decoded can influence the attitudes toward the ad and thebrand. However, when the ad content is difficult to understand or the visualquality of subtitles is low, it is difficult to keep viewers’ attention.This study contributes to the advertisers who are making video adstargeting not only local people but also non-native speakers.