本研究旨在探討互動性廣告的呈現與消費者情緒對消費者意圖之間的關係，了 解在互動廣告的操作下，互動性的驅使，消費者情緒是否會影響消費者意圖並 視為中介變項。本研究採用路徑分析法，以擴增實境為互動媒介，設計兩套互 動性的廣告，互動性感受為自變項，消費者情緒為影響中介，消費者意圖為應 變項，並分析 32 份有效問卷後，得出以下結論:(1)互動性感受對消費者情 緒具顯著影響(2)消費者情緒對消費者意圖具顯著影響(3)互動性感受、消 費者情緒以及消費者意圖為完全中介模型。此研究結果可用以後續互動式廣告 的發展時提供建議，應特別注重消費者情緒此中介變項，以強化消費者的購買 意圖以及對於品牌上的態度;並建議廣告公司可以增強 AR 廣告方面的行銷策 略手法，注重其帶來良好的效應。

This study aims to investigate the relationship between the presentation of interactive advertisements and consumer sentiment on consumer intent, and to understand whether consumer sentiment affects consumer intent and is considered as a mediating variable under the operation of interactive advertisements, driven by interactivity. This study used path analysis to design two sets of interactive advertisements using augmented reality as the interactive medium, with interactive feelings as the independent variable, consumer sentiment as the mediator, and consumer intent as the contingent variable. Consumer sentiment and consumer intent are fully mediated models. The results of this study can be used to provide suggestions for the subsequent development of interactive advertising, with special emphasis on consumer sentiment as a mediating variable to strengthen consumers' purchase intentions and attitudes toward brands.

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