| Previous studies have shown that the perception of interactivity has a positive impact on the audience's attitude towards advertising.To date,the emerging of pre-roll or patch advertisements is attracting more attentions in the online video industry.But the perception of interactivity of patch advertising on the user's attitude towards advertising is still unclear.The understanding of designing interactive patch advertisement is also limited.Based on the six dimensions of interactivity,our study explores three interactive design features of patch advertisements:the existence of user controllable buttons in the patch advertisement,the high relevance between the advertisement and video contents,and the existence of Danmaku function during the advertisement display.Their impacts on user's perception of interactivity and advertising attitude are investigated.This work consists of three field experiments with 206 participants and six experimental hypotheses.Our results show that the increased interactivity not always leads to a subsequent enhanced positive advertising attitude towards patch advertisement.We find all the three interactive design features improve the perception of interactivity of users.In addition,we observe the interactivity perception plays a mediating role between the independent variable and the dependent variable.But only the high relevance between advertisement and video contents factor can make the user's advertising attitude more positive. |
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