互动视频广告对用户参与度和购买意愿的影响

The Impact of Interactive Video Advertising on User Engagement and Purchase Intention

摘要: 随着数字化和社交媒体的迅猛发展，广告行业正在经历着前所未有的变革。在这个充满挑战和机遇的环境中，互动视频广告作为一种新兴的营销形式在电商平台上迅速崛起，展现出了巨大的潜力和重要性。董园园(2023)指出，以图片和视频为主导的视觉营销作为外在视觉刺激，能够极大地吸引观众的注意力和兴趣。视觉营销不仅提升了消费者的心流体验，还显著增强了他们的冲动性购买意愿。本文旨在深入探讨互动视频广告在电商平台上对用户参与度和购买意愿的实际影响。通过对互动视频广告的质性分析和访谈数据的收集与分析，本研究分析了互动元素如何提升用户的参与度，并促进他们的购买行为。这不仅为广告学和消费者行为学领域提供了新的视角和深入理解，同时也为广告主和营销人员优化广告策略提供了实证依据。在竞争激烈的市场环境中，本文的发现有望助力企业在广告投放和营销战略上脱颖而出，实现更加有效的市场传播和品牌建设。

Abstract: With the rapid development of digitalization and social media, the advertising industry is undergoing unprecedented changes. In this environment full of challenges and opportunities, interactive video advertising, as a new form of marketing, has risen rapidly on the e-commerce platform, showing great potential and importance. Dong Yuanyuan (2023) pointed out that visual marketing led by pictures and videos, as external visual stimulation, can greatly attract the attention and interest of the audience. Visual marketing not only enhances the flow experience of consumers, but also significantly enhances their impulsive purchase intention. This paper aims to explore in depth the actual impact of interactive video advertising on user engagement and purchase intention on e-commerce platforms. Through qualitative analysis of interactive video ads and the collection and analysis of interview data, this study analyzes how interactive elements enhance user engagement and promote their purchase behavior. This not only provides a new perspective and in-depth understanding of the field of advertising and consumer behavior, but also provides an empirical basis for advertisers and marketers to optimize advertising strategies. In a highly competitive market environment, the findings of this paper are expected to help enterprises stand out in advertising and marketing strategies, and achieve more effective marketing communication and brand building.