| Summary: | 碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 106 === 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.
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