由於擴增實境技術進步、開發難度降低、智慧型手機銷售成長，擴增實境的應用正如火如荼地開展。其中若將之使用在廣告上，相較於長久以來存在的傳統媒體溝通以及近年快速發展的虛擬實境互動式廣告，其將虛擬物體融合至真實世界的特性將可能讓消費者產生更好的沉浸經驗，甚至提高消費者對廣告的態度以及購買意願。 本研究探討不同互動式廣告形式（虛擬實境?擴增實境）在不同涉入程度的產品（手表?筆記本）、不同科技準備度（高?低）及不同創新接受程度（高?低）下，對消費者的沉浸經驗（互動性、遠距臨場感）以及廣告溝通效果（廣告態度、購買意願）所造成的影響。研究結果發現「擴增實境廣告」的互動式廣告形式相較於「虛擬實境廣告」的互動式廣告形式，會使消費者感受到較高的互動性、遠距臨場感及廣告態度，但在購買意願上則差異不明顯。此外對科技準備度高的消費者而言，「擴增實境廣告」的互動式廣告形式相較於「虛擬實境廣告」的互動式廣告形式，會使其感受到較高的互動性、遠距臨場感、廣告態度與購買意願；對科技準備度低的消費者而言，兩種互動式廣告形式的互動性、遠距臨場感與購買意願則沒有顯著差異。產品涉入和創新接受程度的干擾效果亦不顯著。 As advances in augmented reality technology, being easier to develop, smartphone sales grow, augmented reality applications are carried out. If we use this technology in advertising, compared to traditional media communication and virtual reality interactive advertising, it will allow consumers to better flow experiences and bring positive advertising attitudeand purchase intention. This research discusses how type of interactive advertising (virtual reality/augmented reality) influence the consumers’ interactivity and telepresence, as well as the consumers’ advertising attitude and purchasing intention in the different degrees of involvement with products (watch/notebook), technology readiness (high/low), and adoption of innovations (high/low). The result shows that augmented reality advertising will make consumers feel higher interactivity, telepresence and advertising attitude than virtual reality advertising. When considering different technology readiness, the type of interactive advertising has influences on consumers’ flow experiences and advertising communication effect.
