互動性廣告是指廣告得以直接與消費者進行互動。透過互動性廣告,消費者得以從廣告中得到即時的回饋。而反抗性格是人格特質理論中對於個體性格的其中一種歸類。高反抗性格的個體,當選擇或自由受到限制時,往往較容易產生心裡抗拒。而這心理抗拒往往也容易使消費者對產品或品牌產生負面口碑或者是反感。本研究欲探討互動廣告對廣告效果的影響,及在互動廣告對廣告效果的影響間,反抗性格是否具有干擾的效果。研究採實驗法進行,研究結果發現互動廣告的確會顯著提高廣告態度、品牌態度、購買意願等廣告效果衡量指標。而反抗性格只有在廣告型態對廣告態度間具有干擾的效果。透過本研究,可以給予企業在製作廣告,或擬訂行銷策略時的參考。且提供未來欲探討互動廣告效果或者反抗性格相關研究者一個方向。
Interactive advertising is a kind of advertisement which directly interacts with consumers. Through interactive advertising, consumers can receive timely feedback from these advertisements. Additionally, trait reactance is an assortment of individual personality. Individuals with high trait reactance would be easier to resist when choices are limited and the psychological resistance would also give consumers negative word-of-mouth and impressions over the products and brands. This research intends to explore the influence of interactive advertising on advertising effect and the moderating effect of trait reactance. An experimental design was conducted with results showing that interactive advertising would significantly increase advertise attitude, brand attitude and purchase intention while trait reactance would only have moderating effect between advertisement type and attitude toward advertising. This study further concludes several implications for companies and provides suggestions for future researches.