A Study on the Interactive Television Advertisement's Effect through the Involvement of and Interaction with Audience

수용자의 상호작용성과 제품관여도에 따른 양방향 TV광고 효과

  • 양영종 (한양사이버대학교 광고홍보영상학과)
  • Published : 2008.12.31

Abstract

This study researches the effectiveness of interactive TV advertising focusing on the factors of audience involvement and interaction. The study began with the effective measurement of interactive television advertisements. Interactive television advertisements have different concepts than existing television advertisements. This study mainly focuses on the characteristics of audience interaction and experiments based on the data of 78 persons for measurement. In the experiments, the characteristics were categorized according to search time, specifically the number of searched pages about interactive television advertisement. Hypothesis 1 reveals that the interaction of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. Hypothesis 2 finds that the involvement of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. By studying these consumer characteristics and behavior, a new method of effective measurement for interactive television advertisement is uncovered. The new method includes not only existing measurement elements of television advertisement which include attitude about advertising and brand, and customer purpose, but also the features of interactive television advertisement like customer search time. According to this research on interactive television advertisement, the interaction with and involvement of the audience are highly influential variables.

Keywords

Involvement;Interaction;Advertising effect