WWW互動廣告的互動層次

The Level of Interactivity of WWW Interactive Advertising

本研究以WWW互動廣告個案為基礎，依互動性個構面（參與者公平程度、連結性、回饋、快速對話、控制過程、控制內容、個人化、相互了解、社會臨場感）高低，將互動程度分成四個互動層次。基本上互動層次越高，滿足的互動性構面越多，所以互動程度越高。第1層為內容互動；第2層為連結與查調互動；第3層為社會互動；第4層為個人化互動。

The study examines the dimensions of interactivity from literature review and case study. The Initial results show that there are ten dimensions of interactivity. We further group these ten dimensions into four levels of interactivity and show that these four exhibit different degree of interactivity. They are, from lower to higher level, Content Interactivity, Search and Link Interactivity, Social Interactivity and Individual Interactivity.