AR廣告設計內容價值對受眾心流體驗與廣告態度之影響

The Effects of Augmented Reality Advertising on Consumers' Flow Experience and Advertising Attitude

AR廣告以文字、影像和空間，與真實世界產生關聯性，訊息內容形成廣告價值吸引消費者參與，與體驗過程涉及使用者對科技接受度，和當下心理所產生的情緒反應，這些因素影響消費者之品牌態度。有關AR廣告設計目前尚處引入成長期，對於AR創意表現對消費者所產生的潛在誘導、創意表現產生的感知價值和心理流動狀態之文獻著墨甚少，是故本研究計畫具體目的為AR廣告設計的廣告價值（訊息性、娛樂性、互動性），受到不同內容形式（單向互動顯示和雙向互動顯示）和科技有用性的調節，是否產生心流體驗和廣告態度的差異。本研究以立意抽樣針對年輕族群採取受試者間設計施測，共取樣208筆有效樣本，經由結構方程模式（SEM）檢驗各研究構念間關係，研究結果得知：AR廣告設計的訊息性、娛樂性和互動性正向影響消費者之心流體驗；心流體驗正向影響消費者對AR廣告設計的廣告態度；當科技有用性越高時，訊息性、娛樂性和互動性正向影響AR廣告設計心流體驗的效果越強；當廣告內容形式以雙向互動顯示為主時，科技有用性影響訊息性和娛樂性與心流體驗關係的二維交互作用效果越強；AR廣告設計體驗過程中忽視受眾之科技設備，或是廣告內容形式設計忽略受眾之AR互動功能需求，比較無法引起受眾共鳴。

The study aims to examine whether the advertising value of AR advertisements (informativeness, entertainment, interactivity) differs based on different content formats (visual-viewing and visual-interacting) and the moderating effect of technological usefulness, and whether it leads to differences in flow experience and advertising attitudes. This study employed purposive sampling to target a young demographic and utilized a between-subjects design, collecting a total of 208 valid samples. Through Structural Equation Modeling (SEM) to examine the relationships between various research constructs, the results indicate that the informativeness, entertainment, and interactivity of AR advertising positively influence consumers' flow experience. Flow experience, in turn, positively affects consumers' attitudes towards AR advertisements. When technological usefulness is higher, the effects of informativeness, entertainment, and interactivity on the flow experience of AR advertising are stronger. When the content format of the advertisement is predominantly visual-interacting, the interaction effect of technological usefulness on the relationship between informativeness, entertainment, and flow experience is stronger. Neglecting these aspects may impede connection with the audience during the design process.