| Abstract |
| This research has begun with the idea of determining differences in consumer reaction based on their level of interaction with an e-magazine advertisement on a tablet pc. According to preliminary research on difference between e-magazines and print media, there`s a lot of similarity in lay-out. But, there`s a huge difference in the likelihood of consumer interaction and participation. Accordingly, this research has mainly focused on consumer reaction to e-magazine advertisement in terms of advertising effect, product, brand and purchase intent. Moreover, assuming the level of consumer interaction to the product will have an effect on e-magazine advertisement, we studied the advertising impact with both high-level and low-level consumer interaction.
The research showed a high preference for interaction with the advertisement. Considering the unique features in the e-magazine, consumers want to touch and feel the advertisement actively instead of receiving information passively. Plus, more interaction with an advertisement leads to more reliability and royalty to the brand. Higher levels of engagement with the table pc itself also lead to better understanding of advertisement and product. So the impact of and demand for interactive advertising is bound to substantially increase. |
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| Key Words |
| 태블릿, 인터랙티브, 광고심리, 제품관여도, Tablet, Interactive, advertising psychology, Product Involvement |
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