LIU, YUN CHU
National Taiwan Normal University of Department of Graphic Arts Communication Student
Email：cindyss1028@gmail.com
WANG, Chang-Hwa
National Taiwan Normal University of Department of Graphic Arts Communication Professor
Email：wangc@ntnu.edu.tw
Abstract
This paper mainly discusses that under the transformation of advertising in the global innovation and transformation, the effect of emotional feedback generated by physical interaction or virtual interaction cannot be ignored, and the impact of emotional feedback on interactive advertising has different aspects. This study adopts a quasi-experimental method, designing two sets of advertisements with different levels of interaction, and randomly assigning participants to two groups of experiences. The degree of interaction is the independent variable, and the emotional feedback effect is the dependent variable. The results of the study confirmed that the degree of interaction has a significant impact on the effect, and the effect of high degree of interaction through positive emotions is better than that of low degree of interaction. The results of this study can be used to suggest that the follow-up should pay more attention to the effect of emotional feedback.
Keywords :interactivity of advertisement, level of interaction, emotional feedback