Examine the Effect of Interactivity and Story on Advertising Effectiveness in Online Environment.

• Main Authors: Yu-Ting Tseng, 曾玉婷
• Other Authors: YI-CHING HSIEH
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/61793606105730559591

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.