擴增實境廣告的互動性與遠距臨場感在商品廣告的影響力研究

傳遞訊息是廣告最主要的目的，透過新奇有趣的廣告能夠吸引大眾主動觀看，過去研究已知擴增實境廣告能有效提升廣告態度，因其能同時觀看虛擬物體和真實世界的特色，使得使用者會更投入其中，並願意花費心力與廣告互動。因此本研究以行動廣告與體驗行銷為理論基礎，並整理過往研究曾提出的互動性、遠距臨場感及沉浸，綜合探討三個構面在消費者所觀看的擴增實境廣告對於廣告態度是否能造成影響。
本研究採用實驗法，以現有的擴增實境APP為載體，針對中國文化大學學生為主要實驗對象進行調查。本研究採用結構方程模式來檢測此架構，分析結果指出消費者在擴增實境廣告中的遠距臨場感有助於提升消費者的廣告態度，而互動性達到沉浸感後亦可提升廣告態度。本研究的結果也提供廣告業者應用擴增實境廣告時的學術見解，引導廣告業者對於擴增實境廣告的設計，期能有效提升消費者的廣告態度。

Advertising is often used to sending messages. Novel and exciting advertisings are good for attracting the public’s attention. According to previous studies, augmented reality(AR) ads strengthen the audience’s ads attitude because AR ads make users immerse in integrating reality and virtual visions. Users would be more willing to interact with the AR ads than non-AR ads. Based on experiential marketing and mobile advertising theories, this study discussed interaction, telepresence, and flow factors with the AR ads’attitude and tried to reports the influence between them.
This study took an experiment and adopted a ready-made APP released on the App store in this experiment. This study recruited volunteers from Chinese Culture University as convenience samples. All respondents would ask to download the App and follow the instructions of this study. SEM and multi-regression were adopted to test this study model. Results showed that the interaction factors and telepresence facts would affect the advertising attitude mediated by the flow. The telepresence would also directly affect advertising attitude. This study result can provide valuable suggestions and insights to the advertising industry.