公共場域中互動廣告媒體與體驗設計

A Study on Interactive Advertising Media and Experience in Public Spheres

林映璇(Ying-Hsuan Lin)

指導教授 ： 林承謙

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2018年)

摘要

體驗是一種創造難忘經驗的活動，近年來科技技術不斷進步，資訊快速流動，使得消費者行為習慣改變，再加上消費者一天所能接觸廣告的時間有限，因此讓消費者在廣告上多一點停留的時間且讓消費者對品牌印象加深，甚至是近一步到購買，都成了廣告主迫切想要達到的目的。而新媒體的廣告形態出現時，更強調其本身的體驗性、溝通性、創造性及關聯性，廣告傳播模式已逐漸轉為雙向溝通，要如何創造互動體驗的過程以及互動廣告中影響消費者涉入的因素為何值得深入探究。
互動廣告在日常生活中已經是屢見不鮮，無論是在公眾場所，都可以看到各種形式和創意的互動廣告，反觀國內廣告市場很少發現互動廣告的身影，因本研究將選擇互動廣告媒體及體驗為研究目標，探究互動廣告與消費者之關係。研究目的為：一、透過文獻探討分析，了解互動廣告與消費者之關係；二、藉由問卷分析比較三種互動模式，影響消費者涉入程度。期盼藉由剖析互動廣告與消費者之間的關係，並從中找出影響涉入之因素，進而提供互動廣告設計之參考。
本研究透過文獻探討法、個案研究法及問卷分析途徑，分析統整後發現：一、互動廣告與消費者之間，存在著預設用途關係，並且預設用途會隨著互動過程而不同；二、觸控模式對消費者有較高的涉入感。

關鍵字

互動廣告 ； Affordance理論 ； 體驗行銷

並列摘要

Participate in activities to create unforgettable experiences. In recent years, science and technology have progressed, information flow has been fast, consumer behavior has changed, and consumers have less time to contact advertising. Therefore, consumers spend time on advertising and consumers are impressed with the brand. Those are the goals that advertisers want to achieve. The emergence of new media advertisements emphasizes experiential, communicative, creative and related, and the process of advertising communication turns into two-way communication, creating an interactive experience.
Interactive advertising can see various forms and ideas in daily life and in public places. However, the Taiwan market rarely finds interactive advertising. This study selects interactive advertising media and experience as research goals to explore the relationship between interactive advertising and consumers. The research objectives are as follows: 1. through literature discussion and analysis, to understand the relationship between interactive advertising and consumers; 2. to analyze the three interactive modes through questionnaire analysis, affecting the degree of consumer involvement. I hope to analyze the relationship between interactive advertising and consumers, find out the factors that affect the involvement, and then provide reference for interactive advertising design.
Through the literature discussion method, case study method and questionnaire analysis, this study found that: 1. there is an affordance relationship between interactive advertising and consumers, and affordance will vary with interaction; 2. touch mode has a high sense of participation for consumers.

並列關鍵字

interactive advertising ； Affordance theory ； experience marketing

參考文獻

英文文獻

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Belch, G. E. & Belch, M. A. (1998). Advertising & Promotion. N.Y.: McGraw-Hill.

Borghi, A. M. (2004). Object concepts and action: Extracting affordance from objects parts, Acta Psychologica 115, pp. 69-96.