隨著行動網路以及社交媒體的快速發展，當下網路使用者使用社交應用程式進行 線上社交活動已成為生活日常，而近年來互動式廣告發展迅猛並成為了寄居在我們手 機社交應用程式角落裡的新物種。本研究以微信(WeChat)內的互動性廣告為例，通過 對微信三個具有代表性的互動式廣告個案的分析、使用者互動體驗測試以及微信廣告 設計團隊專家訪談，進而瞭解互動式廣告如何與使用者構建互動聯繫、使用者在互動 流程中之體驗為何，並結合互動式廣告設計模擬試驗探討其設計執行與決策之原則為 何。基於上述研究目的，通過研究分析，本研究瞭解到互動式廣告主要通過廣告觸達 場景與情境、表現與意圖之原生、廣告互動觸發引導、互動觸發形式、互動觸發反饋 以及社交性傳播元素六個關鍵元素與使用者構建互動聯繫，其互動流程可分為引導轉 化和完成轉化兩個階段，而使用者在過程中主要表現出感官情緒、分享意願、認知預 期與個人困擾四種類型之體驗，以及廣告設計團隊主要基於賦予使用者認知預期、給 予使用者在互動過程中的主導性、創造正面的使用者體驗、衡量廣告形態的商業價值 以及考量廣告的可執行性五點原則進行互動式廣告開發。爾後本研究基於所得結論進 行互動式廣告設計模擬試驗，並進而對廣告相關業者與後續研究者提出建議。

With the rapid development of mobile networks and social media, internet users using social applications to conduct online social activities have become their daily routines. In recent years, interactive advertising has developed rapidly and has become a new species in the corner of our mobile social applications. This research takes interactive advertisements in WeChat as examples and go through four parts of research including the analysis of three representative interactive advertising cases in WeChat, user interactive experience testing, interviews with experts from the WeChat advertising design team and interactive advertisement design simulation test, in order to figure out how interactive advertisements construct interactive connection with users, what is the user’s experience in the interactive
process, and what are the principles of the design and decision-making of interactive advertisements. Based on the research purposes, researcher finds out the following results through those three parts of research above: 1.Interactive advertisements construct the interactive connection mainly by six aspects in the interactive process including the scene and context, the native of performance and intent, the guidance of interaction, the interactive form, the interactive feedback and the social communication elements. The interactive process can also be divided into two stages: guiding conversion and completing conversion. 2. In the process, the user mainly shows four types of experience: sensory emotion, willingness to share, cognitive expectation and personal distress. 3. the advertising design team is mainly based on the following five principles to design interactive advertisements: giving users cognitive expectations, giving users dominance in the interactive process, creating a positive user experience, measuring the commercial value of the advertisement form, and considering the enforceability of advertising. Afterwards, researcher experiments in interactive advertisement design based on the conclusions obtained, and then made recommendations to advertising-related businesses and follow-up researchers.

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