環境媒體與被置入者的情感互動研究

Investigating the Emotional Interaction between Ambient Media and Audience

以多種樣貌與人產生互動是環境媒體廣告的特點之一，本文針對特別是人在不自覺的情況下被置入與環境媒體產生的互動情形作探究，主要是藉Mehrabian和Russell （1974）所提之情緒三因理論中的愉悅和喚起反應以及Ducoffe （1996）、Brackett和Carr （2001）的廣告態度模型，建構出一觀察的假設模式，使用AMOS軟體進行結構方程模式的統計運算，來了解被強迫置入的受測者在與環境媒體互動時產生的第一層情緒反應，和經認知引起的第二層情緒反應與廣告態度的關聯性。研究結果顯示本研究實驗的這個被強迫置入的互動類型環境媒體廣告能被受測者接受，其在第一層情緒反應中所產生的喚起比愉悅對廣告態度較具影響性，此係異於過去在傳統媒體的研究發現。

Interacting with people through a variety of appearances is one of the main features of ambient media. This paper focused on investigating the interaction between ambient media and subjects who were unaware of being forcibly engaged with such media. Based on the three-factor theory of emotion （especially the pleasure and arousal reactions） developed by Mehrabian and Russell （1974） and the model of attitudes towards advertising developed by Ducoffe （1996） and Brackett and Carr （2001）, the researcher constructed an observable hypothesized model, which investigated via AMOS, to investigate the relationship among subjects' emotional responses on the first layer, their emotional reactions on the second layer caused by cognitive effects and their attitudes toward advertising. The results showed that test subjects were able to accept this experimental ambient advertisement of 'forced' interaction. Compared with the pleasure reaction, the arousal reaction generated in the first layer of emotional response had a greater influence on attitudes toward advertising. This finding was different from the outcome made by past research on traditional media.