视频网站贴片广告交互设计对用户广告态度的影响  

The Impact of Interactive Design Features of Pre-roll Advertisement on Users’Advertising Attitudes

作　　者：黄婕 林升栋 Huang Jie;Lin Shengdong(Department of Communication,University of Washington,Seattle,98195;Journalism and Communication School,Renmin University of China,Beijing,100872)

机构地区：[1]美国华盛顿大学传播系,西雅图98195 [2]中国人民大学新闻学院,北京100872

出　　处：《现代广告》2020年第9期5-15,共11页Modern Advertising

基　　金：国家自然科学基金项目“东西方不同文化思维方式对广告说服效果的影响:一个自下而上的脉络建构与验证”(编号:71372076)资助。

摘　　要：智能广告的核心是人性化,用户对广告的交互性感知是实现人性化的重要手段。本研究从交互性的六个维度出发,探索了视频网站贴片广告的三种交互设计:贴片广告是否存在用户控制按钮、广告内容与视频正片内容的相关性、是否具备弹幕功能对用户交互性感知及广告态度的影响及其之间的关系。结果表明,交互性感知在自变量(交互设计)与因变量(用户广告态度)之间起中介作用,但仅有贴片广告内容与视频正片内容相关的设计会使用户的广告态度更加积极。Based on the six dimensions of interactivity,our study explores three interactive design features of patch advertisements:the existence of user controllable buttons in the patch advertisement,the high relevance between the advertisement and video contents,and the existence of Danmaku function during the advertisement display.Their impacts on user’s perception of interactivity and advertising attitude are investigated.Our results show that the increased interactivity not always leads to a subsequent enhanced positive advertising attitude towards patch advertisement.We observe the interactivity perception plays a mediating role between the independent variable and the dependent variable.But only the high relevance between advertisement and video contents factor can improve the advertising attitude.

关 键 词：贴片广告 交互性感知 广告态度 

分 类 号：G209[文化科学—传播学]