在碎片化與平臺化並行的互聯網媒體時代，廣告傳播變得更為細碎。Ronald(2008)談及未來廣告時表示未來的廣告和傳播的標誌是消費者參與程度更高，控制力更強，廣告和傳播由單向傳播向雙向溝通轉變，互動廣告將成為未來廣告發展的主要展現形式。人與人之間的交流最重要的過程是互動，同樣，廣告與人的互動也是為了能夠滿足消費者對產品資訊的追求。事實證明，相比過去的傳統廣告，消費者更喜歡能參與其中並體會樂趣的互動廣告，能夠帶給用戶更多樣化的感官體驗。這種主動參與使得消費者的廣告體驗更佳，也使得廣告傳遞資訊的效果得以良好的實現。對於廣告主而言，互動式廣告實現了廣告快捷低成本的傳播，讓廣告走進人們的生活，從而更好的提升廣告的體驗感。
本文系統梳理和歸納了國內外學者對廣告體驗和互動式廣告的相關研究，構建了一個理論框架，探究廣告態度的前因。本文研究的重點在於廣告體驗對廣告態度影響及廣告態度、品牌態度與購買意願的相關關係，並進一步討論了不同廣告體驗對廣告態度的影響是否存在差異。具體以移動互聯網時代為研究背景，以微信朋友圈為廣告投放載體。本研究為實證研究，借助SPSS22.0統計分析軟體，對收集到的問卷進行信度和效度檢驗，並採用相關分析、回歸分析和拔靴法對假設進行驗證。
研究結果表明，廣告體驗對廣告態度具有顯著的正向影響，且相對於傳統圖文廣告的廣告體驗而言，互動式廣告的廣告體驗對廣告態度的正向影響更大。移動互聯網下的社交媒體平臺與互動廣告的協同互動傳播可以帶給用戶全新的廣告體驗。並且，對於廣告主而言，能使得廣告主獲得更好的受眾廣告態度。
廣告態度通過兩條路徑影響消費者購買意願，第一條是通過影響品牌態度進而影響消費者購買意願，第二條是直接影響購買意願。
本研究填補了過去對於廣告體驗和互動式廣告實證研究領域的空白，擴展了市場營銷學、廣告學、消費者行為學等相關學科研究領域，也為企業進行線上廣告投放、廣告技術平臺發展提供理論上的依據。
互聯網技術的發展，營銷突破了以往的靜止狀態，變得移動、生動。在被大品牌充斥的現代傳媒世界中、同質化愈發嚴重，越是與眾不同的事物越容易被關注，在營銷的場景中發揮眼球經濟的力量。故企業應借助數字化、資訊化和虛擬化技術，為用戶創造更好的傳媒體驗和感受，提高受眾廣告體驗，從而更好的實現營銷推廣目標。

In the era of Internet media where fragmentation and platformization coexist, advertising communication has become more fragmented.When talking about future advertising, Ronald (2008) said that the sign of future advertising and communication is that consumers have a higher degree of participation and stronger control. Advertising and communication are changing from one-way communication to two-way communication. Interactive advertising will become the the main form of future advertising.The most important process of communication between people is interaction. Similarly, the interaction between advertising and people is to satisfy consumers' pursuit of product information. Facts have proved that consumers prefer interactive advertisements that can participate in and experience fun compared to traditional advertisements in the past, which can bring users a more diverse sensory experience. This kind of active participation makes the consumer's advertising experience better, and also enables the effect of advertising to convey information to be well realized. For advertisers, interactive advertising realizes the fast and low-cost dissemination of advertisements, allowing advertisements to enter people's lives, thereby better enhancing the experience of advertising.
This article is combed and summarized the relevant research on domestic and foreign scholars on advertising experience and interactive advertising, and constructs a theoretical framework to explore the predecessor of advertising attitude. The focus of this paper is that the advertising experience is related to advertising attitudes, advertising attitude, brand attitude and purchase willingness, and further discusses whether there is a difference in the impact of different advertising experiences on advertising attitudes. Specifically in the mobile Internet age as research background, the carrier is placed in the WeChat Moments. This study is an empirical study, with SPSS22.0 statistical analysis software, the credit and validity test of the collected questionnaire, and the assumptions are verified by related analysis, regression analysis and boot boots method.
The results show that the advertising experience has a significant positive impact on advertising attitude, and the advertising experience of interactive advertisements is greater than the advertisement of advertising attitude relative to the advertising experience of traditional graphic advertising. Social media platforms under the mobile Internet and interactive interaction communication of interactive advertisements can bring users new advertising experiences. Also, for advertisers, the advertisers can get better audience advertising attitudes.
The advertising attitude affects consumer purchase wishes through the two paths. The first one is through the influence of brand attitude, and the second is to directly affect the willingness.
This study fills the past for advertising experience and interactive advertising empirical research field, expanding market research, advertising, consumer behavior, etc., and also provides suggestions to companies with online advertising and advertising technology platform.
With the development of Internet technology, marketing has broken through the static state of the past and has become mobile and vivid. In the modern media world flooded by big brands, homogeneity is becoming more and more serious. The more distinctive things are, the easier it is to be noticed, and the power of eyeball economy is exerted in the marketing scene. Therefore, companies should use digital, information and virtualization technologies to create a better advertising experience for users, improve audience advertising experience, and better achieve marketing and promotion goals.

[1]Ajzen, I., & Fishbein, M. (1970). The prediction of behavior from attitudinal and
normative variables. Journal of experimental social Psychology, 6(4), 466-487.
[2]Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice- Hall.
[3]Aaker, D., Stayman, D., & Hagerty, M. (1986). Warmth in Advertising: Measurement, Impact, and Sequence Effects. Journal of Consumer Research, 12(4), 365-381.
[4]Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models
on advertising evaluations.Journal of Marketing Research, 14, 538–555.
[5]Brown S. P., Stayman D. M. (1993).Antecedents and Consequences of Attitude toward the Ad: A Meta-Analysis. Journal of ConsumerResearch,19(1),34-51.
[6]Coulter, K. S., & Punj, G. N. (2007). Understanding the role of idiosyncratic thinking in brand attitude formation: the dual interference model. Journal of Advertising, 36(1), 7-20.
[7]Dodds, W., Monroe, K., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 28(3), 307-319. doi:10.2307/3172866
[8]Fishbein,M.and Ajzen,I.(1980). Understanding Attitudes and Predicting Social
Behavior,Prentice-Hall, Englewood Cliffs, NJ.
[9]Grier, S. A., & Deshpandé, R. (2001). Social dimensions of consumer distinctiveness: The influence of social status on group identity and advertising persuasion. Journal of Marketing Research, 38(2), 216-224
[10]Gardner M. P. (1985).Does Attitude toward the Ad Affect Brand Attitude Under a Brand Evaluation Set? . Journal of Marketing Research, 1985, 22(2),192-198.
[11]Hawkins, Del I., Best, Roger J., Coney, Kenneth A.(2000).Consumer Behavior: Building Marketing Strategy.8th ed. Europe.
[12]Holmes, J. H., & Crocker, K. E. (1987). Predispositions and the comparative effectiveness of rational, emotional and discrepant appeals for both high involvement and low involvement products. Journal of the academy of marketing science, 15(1), 27-35.
[13]Homer P. M.(1990). The Mediating Role of Attitude Toward the Ad: Some Additional Evidence. Journal of Marketing Research, 27(1),78-86
[14]Kim, J., & Morris, J.(2007).The Power of Affective Response and Cognitive Structure in Product-Trial Attitude Formation. Journal of Advertising, 36(1), 95-106.
[15]Karson E. J., Fisher R. J.(2005). Predicting Intentions to Return to the Web Site: Extending the Dual Mediation Hypothesis. Journal of International Marketing,19(3),2-14.
[16]Keller K. L.(1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.Journal of Marketing,57(1),1-22
[17]Lutz, R. (1985). Affective and cognitive antecedents of attitude toward the ad : A conceptual framework.
[18]Lia Zarantonello. Bernd H.Schmitt.(2010).Using the brand experience scale to profile consumers and predict consumer behavior. Brand Management,17(7),532-540.
[19]MacKenzie, S., Lutz, R., & Belch, G. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143. doi:10.2307/3151660
[20]Mathwick, C. (2005). The effect of playful web experiences on brand attitude formation. ACR North American Advances.
[21]Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18(3), 318-322.
[22]Millar, M. G., & Tesser, A. (1986). Effects of affective and cognitive focus on the attitude–behavior relation. Journal of personality and social psychology, 51(2), 270.
[23]Mitchell.,AndrewA.(1981).The Effect of Verbal and Visual Components of Advertisements on Brand and Attitude Toward Advertising. Journal ofConsumer Research, 13(6).
[24]Mullet, E. (1992). The probability + utility rule in attractiveness judgments of positive gambles. Organizational Behavior and Human Decision Processes, 52(2), 246–255. https://doi.org/10.1016/0749-5978(92)90037-8
[25]Mckinsey&Company.(2012).社交媒體與新消費時代[M].上海交通大學出版社
[26]Olson, J. M., & Zanna, M. P. (1993). Attitudes and attitude change. Annual review of psychology, 44(1), 117-154.
[27]Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274.
[28]Phelps, J., & Thorson, E. (1991). Brand familiarity and product involvement effects on the attitude toward an ad-brand attitude relationship. ACR North American Advances.
[29]Rogers, E. (1986). Communication Technology: The New Media in Society.New York: Free Press.
[30]Ronald, L. W. (2008). Kleppner's advertising procedure. Pearson Education.
[31]Rosenberg, M. J., Hovland, C. I., McGuire, W. J., Abelson, R. P., & Brehm, J. W. (1960). Attitude organization and change: An analysis of consistency among attitude components.(Yales studies in attitude and communication.), Vol. III.
[32]Schiffman, L. G., & Kanuk, L. L. (1994). Consumer behavior. Harlow, England: Prentice Hall.
[33]Schleicher, D. J., Watt, J. D., & Greguras, G. J. (2004). Reexamining the job satisfaction-Performance relationship: The complexity of attitudes. Journal of applied psychology, 89(1), 165.
[34]Sengupta, J., & Fitzsimons, G. (2000). The Effects of Analyzing Reasons for Brand Preferences: Disruption or Reinforcement? Journal of Marketing Research, 37(3), 318-330.
[35]Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
[36]Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10 (2), 9-15.
[37]Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91.
[38]Wrightsman Jr, L. S. (1962). Dimensionalization of attitudes toward the Negro. Psychological Reports, 11(2), 439-448.
[39]艾媒諮詢. (2015).2014-15中國移動廣告行業研究報告[R].
[40]陳剛.(2002).新媒體與廣告[M].北京:中國輕工業出版社
[41]陳思勰.(2014).社會化媒體中的互動廣告初探(碩士學位論文,蘇州大學)
[42]單碩.(2015).廣告中的互動元素(碩士學位論文,吉林大學).
[43]耿慶瑞.(2000).WWW互動廣告的互動層次，廣告學研究，15卷頁161-181。
[44]高麗華，趙妍妍，王國勝.(2011).新媒體廣告[M].北京:清華大學出版社
[45]黃勁松,趙平&陸奇斌.(2006).品牌熟悉對廣告過程中品牌態度改變的影響. 心理科學(04),970-972. doi:10.16719/j.cnki.1671-6981.2006.04.052.
[46]李冰心.(2005).名人廣告的可信度評價及其對消費者品牌態度與購買意願的影響.武漢大學
[47]李瓊&吳作民.(2008).廣告態度和品牌態度作用機制研究綜述. 中國廣告(11),137-140. doi:CNKI:SUN:GGGG.0.2008-11-047.
[48]李雪飛 & 馬世梁.(2021).數字媒體技術在體驗式廣告設計中的應用. 大觀(01),91-92. doi:CNKI:SUN:DAGN.0.2021-01-046.
[49]梁峰. (2008).交互廣告學[M].北京:清華大學出版社
[50]劉瀠檑 & 莫梅鋒.(2010).電視互動廣告的發展現狀與問題. 電視研究(07),59-61. doi:CNKI:SUN:DSYI.0.2010-07-021.
[51]莫梅鋒 & 劉瀠檑.(2008).互動廣告的整合發展策略. 中國廣告(10),112-114. doi:CNKI:SUN:GGGG.0.2008-10-039.
[52]莫梅鋒. (2012).互動廣告發展研究[M].北京:新華出版社
[53]宋永高,水常青.(2004).國內消費者對本國品牌的態度及其改變的可能性研究. 南開管理評論(02),41-45.
[54]石誠.(2006).手機互動廣告:叩開精准行銷之門. 電子商務世界(10),56-57. doi:CNKI:SUN:SWSJ.0.2006-10-021.
[55]王曉璐 & 徐麗婕.(2011).數位化時代的互動廣告應用. 廣告人(09),115-116. doi:CNKI:SUN:GGRZ.0.2011-09-058.
[56]溫忠麟，葉寶娟.（2014）.中介效應分析：方法和模型發展. 心理科學進展, 22(5): 731-745.
[57]夏超群 & 劉星河.(2017).移動互聯時代互動廣告傳播策略研究. 視聽(10),181-182. doi:10.19395/j.cnki.1674-246x.2017.10.106.
[58]葉超婧.(2011).運動品牌的多媒體互動廣告形式研究(碩士學位論文,華東師範大學).
[59]楊玲.(2012).網路互動廣告發展現狀與提升方向探析. 東南傳播(03),88-90. doi:10.13556/j.cnki.dncb.cn35-1274/j.2012.03.020.
[60]閆瓊.(2013).新媒體環境下的互動廣告策略研究(碩士學位論文,北京印刷學院)
[61]楊思傑.(2018).微信互動廣告的傳播解析與優化策略. 常州大學學報(社會科學版)(01),109-116. doi:CNKI:SUN:JSSB.0.2018-01-013.
[62]周弋丁,白曉玉&曹慧.(2007).當代青年的廣告態度研究. 商場現代化(06),187. doi:CNKI:SUN:SCXH.0.2007-06-125.
[63]中國社會科學院新聞與傳播研究所.(2011).新媒體藍皮書[M].社會科學文獻出版社
[64]張金娟.(2018).Snapchat：“基於攝像頭”的社交模式及其互動廣告研究(碩士學位論文,西北大學).
[65]https://www.mintegral.com/cn/blog/20180516-advertisement/
[66]https://kknews.cc/tech/p5n583j.html