| Summary: | 碩士 === 國立中央大學 === 資訊管理研究所 === 97 === With the rapid development of multimedia and Internet technologies,
online advertising become a popular way for marketing communication. By the
value of interactivity, Marketer could invite consumer to take part in online
campaigns and advance consumers’ understandings of the product thus
understand consumer’s preference then achieve the goal of advertisement.
Recently, narrative regarded as a useful tool for marketing. Through the
characteristics of story to achieve the goal of the advertising (entertain, guide,
inform, and persuade customers).Our study explored not only providing a story
attaching the brand or product, but also adding the concept of co-creation,
inviting consumer to write a self-story that imaging they are using the product
in order to build the connection between consumers and brand.
The main goal of this study is examined whether interactivity and story
affect mental imagery and produced higher SBCs in order to enhance the
likelihood to buy product and attitude toward the brand. In addition, adding
imagination as moderator to examine whether individual’s difference
moderating the effect of two antecedents (interactivity and story) on mental
imagery. The results suggested that with more interactivity and story-based
online ad will lead to more vivid mental imagery than general online ad then
lead to higher SBCs and achieve the goal of advertising. In addition, providing
a story produced higher vivid mental imagery than interactivity did regardless
the conditions of imagination. Writing a story produced little higher mental
imagery than interactivity did under high imagination, but lower mental imagery
than interactivity did under low imagination.
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