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A Study on the Effects of Perceived Interactivity of Mobile Interactivity Advertising on Consumer Brand Experience

机译：移动交互广告感知交互对消费者品牌体验的影响研究

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移动互联网的发展使得移动互动广告一跃成为最受品牌追捧的热门广告形式，而移动广告的特性则为品牌与消费者提供了直接对话的品牌接触点，消费者由此产生品牌体验。那么消费者在接触或参与移动广告时所感知到的互动性如何？这种感知互动性是否对消费者的体验产生影响，哪些因素产生显著影响？笔者在对国内外互动广告相关文献进行梳理之后，创新性地将感知互动性及受众品牌体验变量纳入研究，构建了基于移动互动广告特性的感知互动性和品牌体验之间的关系模型。并以支付宝钱包品牌为例，借由2015新春抢红包广告营销活动，通过实证研究，对356位移动互动广告受众在参与抢红包互动广告时所感知到的互动性及品牌体验各维度进行测量，并进一...

机译：移动互联网的发展使得移动互动广告一跃成为最受品牌追捧的热门广告形式，而移动广告的特性则为品牌与消费者提供了直接对话的品牌接触点，消费者由此产生品牌体验。那么消费者在接触或参与移动广告时所感知到的互动性如何？这种感知互动性是否对消费者的体验产生影响，哪些因素产生显着影响？笔者在对国内外互动广告相关文献进行梳理之后，创新性地将感知互动性及受众品牌体验变量纳入研究，构建了基于移动互动广告特性的感知互动性和品牌体验之间的关系模型。并以支付宝钱包品牌为例，借由2015新春抢红包广告营销活动，通过实证研究，对356位移动互动广告受众在参与抢红包互动广告时所感知到的互动性及品牌体验各维度进行测量，并进一...

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巩亚平;
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年度 2015
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1. The Effects of Consumers' In-Store Technology Experience on Perceived Interactivity, Retail Brand Commitment, and Revisit Intention in a Korean Beauty Store [J] . Lee Jiyeon, Lee Yuri, Kim Sunwoo International Journal of Human-Computer Interaction . 2021,第6a10期

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2. Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions [J] . Gergely Nyilasy, Harsha Gangadharbatla, Angela Paladino Journal of Business Ethics . 2014,第4期

机译：感知的绿色清洗：绿色广告和企业环境绩效对消费者反应的相互作用
3. Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising value [J] . Wu Ing-Long, Hsiao Wei-Hung International Journal of Mobile Communications . 2017,第6期

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4. Analyzing Consumer Loyalty of Mobile Advertising: A View of Involvement, Content, and Interactivity and the Mediator of Advertising Value [C] . Wei-Hung Hsiao, Shwu-Ming Wu, Ing-Long Wu International Conference on Mobile Ubiquitous Computing, Systems, Services and Technologies . 2015

机译：分析移动广告的消费者忠诚度：参与，内容和交互以及广告价值的调解员观
5. The communication effects of positioning brands with sporting events: An experimental study of schema-triggered affect in consumer response to event sponsorship advertising. [D] . McDaniel, Stephen Ray. 1995

机译：定位品牌与体育赛事的传播效应：一项基于模式触发的影响消费者对赛事赞助广告的反应的实验研究。
6. User Perceptions and Experiences of an Interactive Voice Response Mobile Phone Survey Pilot in Uganda: Qualitative Study [O] . Raymond Tweheyo, Hannah Selig, Dustin G Gibson, 2020

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7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

A Study on the Effects of Perceived Interactivity of Mobile Interactivity Advertising on Consumer Brand Experience

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