結論需求與組合順序對虛擬經驗組合之廣告效果影響

The Impact of Need for Closure and Sequential Combination on the Advertising Effects of Personal and Machine Virtual Experience

目前有關虛擬經驗的研究，多是在探討消費者在電腦中介環境下互動產生的機械虛擬經驗；而網站本身也提供了一個社交的環境，進而產生人際互動虛擬經驗。本研究將機械與人際二種互動模式所產生之虛擬經驗，搭配成八種不同組合，加上結論需求人格特質、經驗組合順序為干擾變項，探討廣告說服效果之影響。研究結果顯示，在高結論需求人格特質之下，「資訊人際+美感」經驗組合的廣告效果較好；結論需求低時，則以「社交人際+逃避現實」之組合較好。虛擬經驗組合在機械、人際順序不同時，對於消費者的廣告說服效果並無太大影響。

Recently, relevant research of virtual experience is mostly focusing on the machine interactivity in the computer-mediated environment (CME). However, websites offer a social environment produce the interpersonal interactivity. In this study, machine virtual experience and interpersonal virtual experience are combined and divided into eight groups. The effect of each group on the advertising persuasion for consumers is discussed. Furthermore, the need of closure and sequential combination of virtual experiences likely moderate the relationship between different machine and interpersonal virtual experiences and advertising effects. Analytical results indicates that consumers with a high degree of need for closure, the “information + aesthetics” virtual experience group has the greatest beneficial effect, whereas with a low degree of need for closure, the “social + escapism” virtual experience group has the greatest beneficial effect. Besides, the influence of sequential combination of virtual experience is not apparent.