手机互动影片广告构面关系的定性探索

Qualitative Exploration of Dimension List of Mobile Interactive Video Advertising

互动影片广告是在传统影片广告的基础上,将交互式元素组合在一起,令广告内容以多种方式呈现成为可能。随着技术的发展,这种广告媒介在商业活动中越来越多地作为一种常用的传播手段。互动影片广告有多种媒介载体,本研究以手机互动影片广告为研究对象,探索手机互动影片广告的重要研究构面及其关系模式。采用文献研究法、专家访谈法、研究者三角验证法和焦点小组访谈法进行调查获得定性数据,根据扎根理论进行分析,最后,提出了手机互动影片广告的重要研究构面,并概述了它们之间的关系。一方面,本研究之结果围绕手机互动影片广告奠定基础理论依据和重要构面清单,另一方面,提出的关系模式可以为设计师在手机互动影片广告的实际设计和生产过程中给予理论建议。

Interactive video ads combine interactive elements based on traditional video ads,making it possible to present the content for advertising purposes in various ways.As technology evolves,such advertising medium is increasingly being used as a common means of communication in business activities.Interactive video ads have multiple media carriers,whereas this study focuses on mobile interactive video ads.Efforts were made to investigate the important research dimensions of mobile interactive video ads and their relation schema.Such methods as literature exploration,expert interviews,investigator triangulation and focus group interviews were used for investigation.The qualitative data was obtained and then analyzed in accordance with the grounded theory.At last,a list of important research dimensions of mobile interactive video ads was proposed,and their relationship was outlined.On the one hand,the findings lay a foundation for other researches in the future by mining and enumerating the important research dimensions of mobile interactive video ads.On the other hand,the proposed relation schema can provide a theoretical reference for designers in actual design and production of mobile interactive video ads.In the future,the quality of the proposed theoretical framework can be further verified and improved through quantitative research.