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篇名 產品涉入度、知覺互動性和廣告訴求對廣告效果之 影響—以互動廣告擴增實境應用為例
The Impact of Product Involvement, Perceived Interactivity and Advertising Appeal to Advertising Effect--Interactive Advertising Augmented Reality Application as Example
作者 吳姝霆 蔣旭政
中文摘要

 本研究目的在於瞭解互動廣告中內容的呈現方式如何影響廣告效果,採用 實驗

法,以擴增實境應用程式為載體。共有三個自變數:產品涉入度(高/ 低), 知覺
互動性(高/ 低),廣告訴求(理性/ 感性),依變數為廣告效果,包括消費者的
廣告態度,品牌態度和購買意願。共 8 組實驗組別,每組 30 位受測者,總計 240
位受測者。最終,由於自變項的交互作用將導致組與組之間的顯著差異, 通過數
據分析找到可行的呈現方式,供未來實務界探討和使用。
英文摘要

 The study focuses on how the performance of content will influence the advertising

effects. Applying experiment as research method, and augmented reality
application as platform of interactive advertising. There are three independent
variables including products involvement (high/low), perceived interactivity(high/
low) and advertising appeals (rational/emotional), while advertising effect as
dependent variable including attitude toward advertisement, attitude toward brand
and purchase intention. There are 240 participants divided into 8 experiment teams,
each with 30 subjects. Finally, because of the interaction of independent variables,
which will lead to significant difference between groups. Data analysis will be done
and viable ways will be found out to content presentation for the future discussion
and implementation of advertising industry.
中文關鍵詞 互動廣告、擴增實境、廣告效果
英文關鍵詞 Interactive Advertising, Augmented Reality, Advertising Effect
發表日期 2018/06/30
授權狀況 已授權
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