How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?
Abstract
:1. Introduction
1.1. Research Background
1.2. Research Purpose
2. Literature Review
2.1. Product Involvement
2.2. Interactive Narrative
2.3. Subjective Video Quality Assessment
2.4. Immersion
2.5. Satisfaction
2.6. Purchase Intention
3. Research Method
3.1. Sample Identification
3.1.1. Selection of Text Structure and Interaction Form
3.1.2. Selection of Video Content
3.1.3. Selection of Product Involvement
3.2. Survey Procedure
3.3. Questionnaire Design
3.4. Site for Survey
- The screen’s average brightness displaying only black levels was 0.98 LUX.
- In a dark room, the average brightness of a screen showing only white levels was 30.63 LUX.
- In such a setting, the brightness ratio of black-display to white-display was approximately 0.03.
- In our experimental lighting condition, an inactivated picture tube registered a screen brightness of 1.8 LUX.
- The peak brightness under these conditions reached 311.00 LUX.
- For an inactivated kinescope, the screen luminance’s ratio to its peak was roughly 0.01.
- The background brightness directly behind the image monitor was measured at 22.70 LUX, while the peak brightness was 141.80 LUX. This means the background luminance was 0.16 times the peak of the image brightness.
4. Results
4.1. Results of Video Content Selection
4.2. Results of the Product Involvement Survey
4.3. Results of Sample Making in Research
4.4. Combination of Interaction Form and Text Structure
5. Discussion
6. Conclusions
6.1. Contribution
6.2. Limitations and Future Research
Author Contributions
Funding
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A
References
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Participants | Seniority | Position | Specialty and Work Items |
---|---|---|---|
ExpertsA | 5 years | Producer | Video production |
ExpertsB | 10 years | Interaction designer | Interaction design |
ExpertsC | 20 years | Assistant professor | Media art |
ExpertsD | 10 years | Lecturer | Animation creation |
ExpertsE | 10 years | Lecturer | Interaction design |
Sample | Category | Survey 1 | Survey 2 | ||
---|---|---|---|---|---|
Number | Percentage (%) | Number | Percentage (%) | ||
Gender | Male | 30 | 50.000 | 50 | 50.000 |
Female | 30 | 50.000 | 50 | 50.000 | |
Age | 15–18 | 10 | 16.667 | 22 | 22.000 |
18–22 | 29 | 48.333 | 43 | 43.000 | |
23–25 | 21 | 35.000 | 35 | 35.000 | |
Experience | Yes | 40 | 66.667 | 64 | 64.000 |
No | 20 | 33.333 | 36 | 36.000 |
Constructs | Coding | Items | Stage |
---|---|---|---|
Product involvement | PI1 | This product tells other people sth. about me. | Survey 1 |
PI2 | It helps me express my personality. | ||
PI3 | It does not reflect my personality * | ||
PI4 | It is part of my self-image. | ||
PI5 | It is not relevant to me * | ||
PI6 | It does not matter to me * | ||
PI7 | It is of no concern to me * | ||
PI8 | It is important to me. | ||
PI9 | This product is fun. | ||
PI10 | I find it fascinating. | ||
PI11 | I find it exciting. | ||
PI12 | I am interested in it. | ||
Interactive narrative | IN1 | I think the interaction of the AD is meaningful | Survey 2 |
IN2 | I think the AD gave me a new perspective | ||
IN3 | I think the interactive experience provided by this AD is diverse | ||
Subjective video quality assessment | SVQA1 | I think the design of this advertisement is exquisite | |
SVQA2 | I think the advertisement is aesthetically pleasing | ||
SVQA3 | I think the colors in this AD are nice | ||
Immersion | IM1 | I’ll be interested to see how this advertising thing goes | |
IM2 | I’m really focused on watching this AD | ||
IM3 | I think watching this AD is experiencing something rather than just doing something | ||
Satisfaction | SA1 | I think this AD has an appropriate advertising length | |
SA2 | I think the advertisement is creative | ||
SA3 | I think this AD gives a good user experience | ||
Purchase intention | PI1 | If I have a need, I’m more likely to buy the advertised product | |
PI2 | I will buy the product in the advertisement | ||
PI3 | I will probably buy the advertised product |
Rounds | Experts A | Experts B | Experts C | Experts D | Experts E |
---|---|---|---|---|---|
Round 1 (total frequency) | Video 6 (2 times) * | Video 2 (2 times) * | Video 2 (2 times) * | Video 3 (2 times) * | Video 8 (1 times) |
Video 10 (2 times) * | Video 6 (2 times) * | Video 3 (2 times) * | Video 13 (1 times) | Video 9 (1 times) | |
Video 15 (1 times) | Video 10 (2 times) * | Video 7 (1 times) | Video 23 (1 times) | Video 19 (1 times) | |
Video 18 (1 times) | Video 25 (1 times) | Video 24 (1 times) | Video 35 (2 times) * | Video 32 (2 times) * | |
Video 32 (2 times) * | Video 40 (2 times) * | Video 40 (2 times) * | Video 38 (1 times) | Video 35 (2 times) * | |
Round 2 (total frequency) | Video 6 (2 times) | Video 2 (3 times) | Video 2 (3 times) | Video 3 (2 times) | Video 2 (3 times) |
Video 10 (4 times) * | Video 10 (4 times) * | Video 3 (2 times) | Video 6 (2 times) | Video 10 (4 times) * | |
Video 40 (3 times) | Video 40 (3 times) | Video 40 (3 times) | Video 10 (4 times) * | Video 35 (1 times) |
Groups | Representative Sample | Other Samples | |||
---|---|---|---|---|---|
1 (Mean) | PC game (M = 3.454) | Music software | Mobile phone games | Mobile phone input method | |
2 (Mean) | Search engine App (M = 3.421) | Browser APP | Takeout platform APP | Video APP | Take a taxi APP |
3 (Mean) | Retail stores (M = 3.172) | Transportation bureau | Bank | ||
4 (Mean) | Drinks (M = 3.560) | Cleanser | Dress | Diamond | |
5 (Mean) | E-commerce platform (M = 3.619) | News website | Live platform | Fundraising platform | |
6 (Mean) | Mobile phone (M = 4.213) * | Car | Electrical appliances | ||
7 (Mean) | Artificial intelligence company (M = 3.300) | Advertising company | Game company | ||
8 (Mean) | Fatigue driving detection system (M = 2.947) * |
Chapter | A High Level of Product Involvement (Mobile Phone) | A Low Level of Product Involvement (Fatigue Driving Detection System) |
---|---|---|
1 | External connection to the hotel | |
Main character meets supporting role | ||
Entry the hotel | ||
Check in at the hotel | ||
2A (high level) 2B (low level) | Enter the elevator after booking the Mobile phone α theme room | Enter the elevator after booking the fatigue driving detection system α theme room |
Go to the Mobile phone α theme room | Go to the fatigue driving detection system α theme room | |
Enter the Mobile Phone α theme room | Enter the fatigue driving detection system α theme room | |
Take a selfie in the Mobile Phone α theme room | Take a selfie in the fatigue driving detection system α theme room | |
3A (high level) 3B (low level) | Enter the elevator after booking the Mobile phone β theme room | Enter the elevator after booking the fatigue driving detection system β theme room |
Go to the Mobile phone β theme room | Go to the fatigue driving detection system β theme room | |
Enter the Mobile Phone β theme room | Enter the fatigue driving detection system β theme room | |
Take a selfie in the Mobile Phone β theme room | Take a selfie in the fatigue driving detection system β theme room | |
4A (high level) 4B (low level) | Enter the elevator after booking the Mobile phone γ theme room | Enter the elevator after booking the fatigue driving detection system γ theme room |
Go to the Mobile phone γ theme room | Go to the fatigue driving detection system γ theme room | |
Enter the Mobile Phone γ theme room | Enter the fatigue driving detection system γ theme room | |
Take a selfie in the Mobile Phone γ theme room | Take a selfie in the fatigue driving detection system γ theme room | |
5 | A nighttime view of the hotel roof | |
On the hotel rooftop, the main character selects a suitable location for a selfie | ||
Both the main character and the supporting role are looking at the same location when taking a selfie | ||
A selfie contest between the protagonist and supporting cast is taking place |
Interaction Form | Text Structure | ||||
---|---|---|---|---|---|
A | B | C | D | E | |
A | Group 1 | Group 4 | Group 7 | Group 10 | Group 13 |
B | Group 2 | Group 5 | Group 8 | Group 11 | Group 14 |
C | Group 3 | Group 6 | Group 9 | Group 12 | Group 15 |
Items | Construct | ||||
---|---|---|---|---|---|
IN | SVQA | IM | SA | PI | |
IN1 | 0.903 | 0.571 | 0.648 | 0.674 | 0.568 |
IN2 | 0.906 | 0.564 | 0.653 | 0.684 | 0.545 |
IN3 | 0.904 | 0.574 | 0.626 | 0.670 | 0.545 |
SVQA1 | 0.564 | 0.930 | 0.575 | 0.639 | 0.552 |
SVQA2 | 0.606 | 0.944 | 0.617 | 0.685 | 00.602 |
SVQA3 | 0.595 | 0.930 | 0.638 | 0.697 | 0.604 |
IM1 | 0.654 | 0.613 | 0.916 | 0.713 | 0.674 |
IM2 | 0.658 | 0.620 | 0.929 | 0.702 | 0.678 |
IM3 | 0.643 | 0.563 | 0.905 | 0.672 | 0.650 |
SA1 | 0.605 | 0.636 | 0.659 | 0.876 | 0.641 |
SA2 | 0.671 | 0.621 | 0.649 | 0.874 | 0.587 |
SA3 | 0.710 | 0.660 | 0.707 | 0.907 | 0.661 |
PI1 | 0.594 | 0.597 | 0.718 | 0.691 | 0.950 |
PI2 | 0.572 | 0.599 | 0.673 | 0.664 | 0.954 |
PI3 | 0.579 | 0.598 | 0.688 | 0.676 | 0.952 |
Construct | AVE | CR | Correlation coefficient | ||||
---|---|---|---|---|---|---|---|
IN | SVQA | IM | SA | PI | |||
IN | 0.752 | 0.901 | 0.867 | ||||
SVQA | 0.827 | 0.935 | 0.629 * | 0.909 | |||
IM | 0.773 | 0.911 | 0.710 * | 0.651 * | 0.879 | ||
SA | 0.723 | 0.887 | 0.747 * | 0.720 * | 0.758 * | 0.850 | |
PI | 0.877 | 0.955 | 0.611 * | 0.627 * | 0.727 * | 0.711 * | 0.936 |
Product Involvement | Levene’s Test | Box’s Test | ||||
---|---|---|---|---|---|---|
Construct | Leaven Statistic | Sig. | Box’s M | F | Sig. | |
Low level | IN | 0.920 | 0.537 | 218.430 | 1.020 | 0.406 |
SVQA | 0.592 | 0.873 | ||||
IM | 1.328 | 0.183 | ||||
SA | 0.631 | 0.841 | ||||
PI | 0.485 | 0.942 | ||||
High level | IN | 0.944 | 0.510 | 208.324 | 0.973 | 0.598 |
SVQA | 0.240 | 0.998 | ||||
IM | 0.354 | 0.986 | ||||
SA | 0.721 | 0.755 | ||||
PI | 0.562 | 0.896 |
Product Involvement | Construct | Type III Sum of Squares | df | Mean Square | F | Sig. | Partial Eta Squared |
---|---|---|---|---|---|---|---|
Low level | IN | 29.018 | 14 | 2.073 | 2.026 | 0.013 * | 0.019 |
SVQA | 3.892 | 14 | 0.278 | 0.314 | 0.992 | 0.003 | |
IM | 60.132 | 14 | 4.295 | 3.825 | 0.000 * | 0.035 | |
SA | 36.208 | 14 | 2.586 | 2.498 | 0.002 * | 0.023 | |
PI | 11.683 | 14 | 0.834 | 0.732 | 0.743 | 0.007 | |
High level | IN | 27.842 | 14 | 1.989 | 1.846 | 0.028 * | 0.017 |
SVQA | 5.517 | 14 | 0.394 | 0.395 | 0.977 | 0.004 | |
IM | 12.560 | 14 | 0.897 | 0.723 | 0.752 | 0.007 | |
SA | 10.215 | 14 | 0.730 | 0.697 | 0.779 | 0.007 | |
PI | 8.485 | 14 | 0.606 | 0.494 | 0.937 | 0.005 |
Indices | Group | IN | Group | IM | Group | SA | ||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 1 | 2 | 3 | 1 | 2 | 3 | ||||
Mean (SD) | 9 | 2.989 (1.089) | 5 | 2.757 (1.017) | 4 | 2.767 (1.014) | ||||||
4 | 3.000 (1.033) | 4 | 2.760 (1.039) | 6 | 2.800 (1.015) | |||||||
7 | 3.013 (1.127) | 12 | 2.763 (1.150) | 12 | 2.813 (1.016) | |||||||
3 | 3.033 (1.012) | 3.033 (1.012) | 9 | 2.783 (1.108) | 5 | 2.820 (1.011) | ||||||
6 | 3.040 (0.984) | 3.040 (0.984) | 3.040 (0.984) | 6 | 2.790 (1.060) | 8 | 2.863 (1.110) | 2.863 (1.110) | ||||
5 | 3.050 (0.928) | 3.050 (0.928) | 3.050 (0.928) | 15 | 2.837 (1.124) | 9 | 2.863 (1.014) | 2.863 (1.014) | ||||
12 | 3.067 (1.040) | 3.067 (1.040) | 3.067 (1.040) | 8 | 2.853 (1.098) | 15 | 2.923 (1.025) | 2.923 (1.025) | ||||
15 | 3.120 (1.048) | 3.120 (1.048) | 3.120 (1.048) | 7 | 2.863 (1.156) | 7 | 2.927 (1.095) | 2.927 (1.095) | ||||
8 | 3.137 (1.070) | 3.137 (1.070) | 3.137 (1.070) | 11 | 2.943 (1.120) | 2.943 (1.120) | 11 | 3.023 (1.053) | 3.023 (1.053) | 3.023 (1.053) | ||
2 | 3.167 (0.986) | 3.167 (0.986) | 3.167 (0.986) | 3 | 2.967 (0.984) | 2.967 (0.984) | 13 | 3.037 (1.061) | 3.037 (1.061) | 3.037 (1.061) | ||
1 | 3.290 (0.881) | 3.290 (0.881) | 3.290 (0.881) | 13 | 2.980 (1.067) | 2.980 (1.067) | 3 | 3.040 (1.019) | 3.040 (1.019) | 3.040 (1.019) | ||
14 | 3.293 (0.949) | 3.293 (0.949) | 3.293 (0.949) | 14 | 2.983 (1.037) | 2.983 (1.037) | 10 | 3.107 (1.034) | 3.107 (1.034) | 3.107 (1.034) | ||
10 | 3.350 (1.052) | 3.350 (1.052) | 10 | 3.020 (1.081) | 3.020 (1.081) | 14 | 3.107 (1.005) | 3.107 (1.005) | 3.107 (1.005) | |||
13 | 3.370 (0.949) | 2 | 3.220 (0.895) | 2 | 3.190 (0.885) | 3.190 (0.885) | ||||||
11 | 3.373 (0.993) | 1 | 3.527 (0.918) | 1 | 3.317 (0.877) | |||||||
Sig. | 0.078 | 0.064 | 0.052 | Sig. | 0.157 | 0.108 | 1.000 | Sig. | 0.052 | 0.057 | 0.079 |
Indices | Group | IN | |||
---|---|---|---|---|---|
1 | 2 | 3 | 4 | ||
Mean (SD) | 7 | 2.970 (1.124) | |||
9 | 3.040 (1.150) | 3.040 (1.150) | |||
3 | 3.060 (1.049) | 3.060 (1.049) | 3.060 (1.049) | ||
8 | 3.103 (1.066) | 3.103 (1.066) | 3.103 (1.066) | 3.103 (1.066) | |
15 | 3.170 (1.078) | 3.170 (1.078) | 3.170 (1.078) | 3.170 (1.078) | |
6 | 3.190 (1.000) | 3.190 (1.000) | 3.190 (1.000) | 3.190 (1.000) | |
2 | 3.207 (0.998) | 3.207 (0.998) | 3.207 (0.998) | 3.207 (0.998) | |
1 | 3.240 (1.025) | 3.240 (1.025) | 3.240 (1.025) | 3.240 (1.025) | |
5 | 3.277 (0.978) | 3.277 (0.978) | 3.277 (0.978) | 3.277 (0.978) | |
12 | 3.283 (0.993) | 3.283 (0.993) | 3.283 (0.993) | 3.283 (0.993) | |
11 | 3.307 (1.037) | 3.307 (1.037) | 3.307 (1.037) | 3.307 (1.037) | |
4 | 3.367 (0.928) | 3.367 (0.928) | 3.367 (0.928) | ||
14 | 3.380 (1.028) | 3.380 (1.028) | 3.380 (1.028) | ||
13 | 3.397 (1.094) | 3.397 (1.094) | |||
10 | 3.440 (1.006) | ||||
Sig. | 0.056 | 0.055 | 0.058 | 0.058 |
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Gu, C.; Lin, S.; Wei, W.; Yang, C.; Chen, J.; Miao, W.; Sun, J.; Zeng, Y. How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising? Systems 2023, 11, 471. https://doi.org/10.3390/systems11090471
Gu C, Lin S, Wei W, Yang C, Chen J, Miao W, Sun J, Zeng Y. How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising? Systems. 2023; 11(9):471. https://doi.org/10.3390/systems11090471
Chicago/Turabian StyleGu, Chao, Shuyuan Lin, Wei Wei, Chun Yang, Jiangjie Chen, Wei Miao, Jie Sun, and Yingjie Zeng. 2023. "How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?" Systems 11, no. 9: 471. https://doi.org/10.3390/systems11090471