HTML5广告的消费者体验对品牌态度的影响研究

The Research on the Influence of the HTML5 Advertising’s Consumer Experience to Brand Attitudes

本文以宝马的《为悦而来》HTML5广告为例,实证检验HTML5广告特性及消费者体验对其品牌态度的影响机制。结果发现,HTML5广告的互动娱乐性对消费者的个人体验和共同体验有着显著正向影响,HTML5广告的跨平台特性对消费者的共同体验有着显著正向影响,互动娱乐性与共同体验的相关性要高于跨平台与共同体验的相关性。HTML5广告的跨平台和互动娱乐性、消费者的个人体验和共同体验均对品牌态度有着显著正向影响,品牌态度与消费者体验(个人体验和共同体验)的相关性要低于与HTML5广告的两个特性(跨平台与互动娱乐性)的相关性。

This article took BMW’s"Come for pleasure"HTML5 advertisement as an example to empirically test the impact of HTML5 advertising characteristics and consumer experience on its brand attitude.It was found that the interactive entertainment of HTML5 had a significant positive impact on the personal experience and common experience of consumers.The multi-platform characteristics of HTML5 advertising had a significant positive impact on consumers’ common experience.The correlation between interactive entertainment and common experience was higher than that between multi-platform and common experience.The multi-platform and interactive entertainment of HTML5 advertising,the personal experience of consumers and the common experience had a significant positive impact on brand attitude.Brand attitude and consumer experience(personal experience and common experience)correlation was lower than the two characteristics of HTML5 advertising(multi-platform and interactive entertainment)correlation.