网络广告互动性对消费者购买意愿的影响研究述评与展望

Reviews and Prospects on the Effect of Network Advertising Interactivity to Consumer Purchase Intention

当今的各种商业活动中,网络广告的份额占据相当大的部分并在持续扩大,越来越多的广告主希望通过网络广告来宣传自己的产品。互动性作为网络广告区别于传统广告最显著的优势特征之一,随着网络技术和信息技术的发展,越来越受到理论界和实业界的关注。本文主要通过对现有关于网络广告互动性的文献进行系统的回顾与梳理,阐述了网络广告互动性的概念和测量维度,并通过社会临场感理论厘清了网络广告互动性对消费者购买意愿的影响机制。

In today’s various of business activities,the share of network advertising accounts for a significant component and continues to expand. More and more advertisers want to promote their products through network advertisements. As one of the most significant advantages distinguished from the traditional advertisements,interactivity has gotten more and more focus of the theorists and practitioners with the development of network and information technology.In this paper,through reviewing and combing existing articles about the interactivity of network advertising systematically,we elaborated the concept of network advertising and the measurements of interactivity at first,then we adopted the social presence theory to clarify the influence of network advertising interactivity on consumer purchase intention.