| With the constant development and maturity of AI(artificial intelligence)technology,the AI science represented by speech recognition technology is widely used in multiple areas such as smart home,intelligent healthcare and intelligent class teaching.The technology of AI hugely changes the production activity and life style of human beings and brings revolutionary transformation to the marketing as well.The interactive voice advertisement is the latest attempt in advertising field of speech recognition,which attracted great attention in the industry within short time.As the era of intelligent marketing arrives,the interaction between the users and the advertisement not just limits itself to the superficial one-way interaction,but more focuses on the bidirectional interaction emphasizing the participation,experiencing and immersion of users.And the interactive voice advertisement is the latest product against this human-machine interaction background.According to the psychological resistance theory,the compulsory advert playing will deprive users of their right not to watch.Consequently,users naturally generate a feeling of resistance which will turn the users' attention to somewhere else to regain the free choice.Currently the interactive voice advertisement is under exploration of which the mainstream task-based ones are usually mixed in the pre-video adverts,requiring users to skip by participation,and this reality has taken a toll on the acceptance and user experiencing of interactive voice advertisement to some extent.As a consequence,the effectiveness of interactive voice advertisement becomes the hot topic of all advertisers and researchers.This paper reviews and sorts out the related literatures on advertising effectiveness and discovers that there are still few studies and explorations from the angle of the features of interactive voice advertisement to discuss how to raise the advertisement acceptance.Hence,this paper will proceed from the perspective of interactive characteristics of interactive voice advertisement to study how the controllability and bidirectionality affect and acceptance of interactive voice advertisement.This study will use controlled experiments to design the materials stimulating the interactive voice advertisement and create scenes both controllable and bidirectional to be compared with the compulsory interactive voice advertisement.Through the data analysis,the results prove that more controllability can efficiently promote the users' memorization and their recognition of the usefulness,the usability and the entertainment of adverts to improve the acceptance of interactive voice advertisement.In addition,it's also certified that making the interactive voice advertisement more bidirectional can enhance the recognition of the entertainment and usability of adverts,but the memorization and the recognition on usefulness of advertisement are not proved to be affected.The author hopes the conclusion of this study can not only contribute theoretically to the research field of how the interaction affects the user's acceptance of interactive voice advertisement but also can provide theoretical support and guidance for the industry to improve the user's experience. |
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