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研究生: 劉芸竹
Liu, Yun-Chu
論文名稱: 互動廣告之互動性感受、消費者情緒以及消費者意圖關係之研究
Consumer’s interactivity engagement, emotional response, and intention on interactive advertisements
指導教授: 王健華
Wang, Chang-Hwa
口試委員: 楊美雪
Yang, Mei-Hsueh
邱于平
Chiou, Yu-ping
王健華
Wang, Chang-Hwa
口試日期: 2022/07/13
學位類別: 碩士
Master
系所名稱: 圖文傳播學系
Department of Graphic Arts and Communications
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 76
中文關鍵詞: 互動性廣告消費者情緒消費者意圖中介效果
英文關鍵詞: Interactivity of Advertisement,, Augmented Reality, Consumer Intention, Mediating effects
研究方法: 路徑分析法
DOI URL: http://doi.org/10.6345/NTNU202300246
論文種類: 學術論文
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  • 本研究旨在探討互動性廣告的呈現與消費者情緒對消費者意圖之間的關係,了 解在互動廣告的操作下,互動性的驅使,消費者情緒是否會影響消費者意圖並 視為中介變項。本研究採用路徑分析法,以擴增實境為互動媒介,設計兩套互 動性的廣告,互動性感受為自變項,消費者情緒為影響中介,消費者意圖為應 變項,並分析 32 份有效問卷後,得出以下結論:(1)互動性感受對消費者情 緒具顯著影響(2)消費者情緒對消費者意圖具顯著影響(3)互動性感受、消 費者情緒以及消費者意圖為完全中介模型。此研究結果可用以後續互動式廣告 的發展時提供建議,應特別注重消費者情緒此中介變項,以強化消費者的購買 意圖以及對於品牌上的態度;並建議廣告公司可以增強 AR 廣告方面的行銷策 略手法,注重其帶來良好的效應。

    This study aims to investigate the relationship between the presentation of interactive advertisements and consumer sentiment on consumer intent, and to understand whether consumer sentiment affects consumer intent and is considered as a mediating variable under the operation of interactive advertisements, driven by interactivity. This study used path analysis to design two sets of interactive advertisements using augmented reality as the interactive medium, with interactive feelings as the independent variable, consumer sentiment as the mediator, and consumer intent as the contingent variable. Consumer sentiment and consumer intent are fully mediated models. The results of this study can be used to provide suggestions for the subsequent development of interactive advertising, with special emphasis on consumer sentiment as a mediating variable to strengthen consumers' purchase intentions and attitudes toward brands.

    第壹章 緒論1 第一節 研究背景與動機1 第二節 研究目的與問題4 第三節 名詞釋義5 第四節 研究範圍與限制6 第五節 研究流程8 第貳章 文獻探討9 第一節 互動性廣告發展現況9 第二節 消費者情緒15 第三節 消費者意圖18 第四節 情緒對於互動性與消費者意圖間的中介效果23 第五節 文獻探討小結29 第參章 研究設計30 第一節 研究架構30 第二節 研究方法31 第三節 研究對象31 第四節 研究工具32 第五節 研究實施45 第六節 資料分析49 第七節 預試結果49 第肆章 研究結果與討論52 第一節 樣本結構資料敘述統計分析53 第二節 信效度分析53 第三節 互動性感受對於消費者情緒之影響56 第四節 消費者情緒對於消費者意圖之影響57 第五節 互動性感受、消費者情緒以及消費者意圖之間關係59 第伍章 研究結論與建議62 第一節 研究結論62 第二節 研究貢獻64 第三節 未來建議65 參考文獻67 附錄一74 附錄二75 附錄三76

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