随着移动互联网技术的飞速发展，以智能移动终端为载体的互动式广告逐渐 成为企业宣传的重要工具。移动信息时代，用户通过社交媒体平台进行信息的交换， 对于商家而言，消费者不仅是信息的接收方，更是信息的传播者。互动式广告，以 新型移动互联网技术为基础，创新了内容传递的形式。同时，已有学者指出，随着 消费者消费能力的提升，在满足物质需求的基础上，对于自身个性的展示已经成为 了消费趋势。依托于社交媒体平台创造的公共社交网络环境，通过用户参与创造的 个性化展示内容，能够更迅速、便捷的进行传播，这种向外部环境的信息扩散，促 进了用户之间的社交性交流，也是对广告品牌的自发宣传。消费者对于产品品牌价 值的感知是促进消费行为的重要因素，那么，对于互动式广告来说，探究其互动性 对于消费者品牌价值感知及消费意愿的作用机制十分重要。 本文中以互动理论、社会存在和影响理论、品牌自我一致性理论为基础，探究 社交媒体平台情景下，互动式广告对于消费者品牌态度的影响作用，更进一步探讨 对于消费意愿的影响。同时引入消费者感知品牌自我一致性，研究该变量与广告互 动性是否存在交互作用。最后通过对过去文献的梳理，结合互动式广告自身特性， 提出了相关的营销建议和结论。 本文采集数据的方法为问卷实验法。研究结果表明相对于传统视频类广告而 言，互动式广告互动特性显著正向影响消费者品牌态度，并且消费者品牌态度在广 告互动性和消费者消费意愿之间起到中介作用，即互动式广告通过提升消费者对 于产品品牌的态度来影响消费意愿。同时感知品牌自我一致性越高的消费者，互动 式广告互动性对于其品牌态度的正向影响作用越显著。另外，研究中证实了互动式 广告特性中，用户控制性、同步性、双向沟通性和社交性均对消费者品牌态度感知 存在显著的正向影响。 本文的理论贡献主要有以下内容：首先本文扩展了互动理论的应用场景，将移 动社交媒体平台中广告存在的社交特性加入互动性维度。其次，本文将消费者对于 品牌和自我一致性的感知作为调节变量，在应用方式层面对自我一致性理论进行 了补充。再次本文也为企业今后的广告投放策略提供了可行的措施，并且证明了互 动式广告在推广企业产品，拉动潜在目标受众消费的作用。 关键词：互动式广告；品牌态度；品牌自我一致性；消费意愿；移动社交平台 哈尔滨工业大学管理学硕士学位论文 II Abstract With the rapid development of mobile Internet technology, interactive advertising based on intelligent mobile terminal has gradually become an important tool for enterprise publicity. In the era of mobile information, users exchange information through social media platforms. For merchants, consumers are not only the receiver of information, but also the transmitter of information. Interactive advertising, based on the new mobile Internet technology, innovates the form of content delivery. At the same time, scholars have pointed out that with the improvement of consumers' consumption ability, the display of their own personality has become a consumption trend on the basis of meeting their material needs. Based on the public social network environment created by social media platforms, personalized display content created through user participation can be spread more quickly and conveniently. This diffusion of information to the external environment promotes social communication among users, as well as the spontaneous promotion of advertising brands. Consumers' perception of product brand value is an important factor in promoting consumption behavior. Therefore, for interactive advertising, it is very important to explore the mechanism of its interaction on consumers' perception of brand value and consumption intention. Based on the interaction theory, social existence and influence theory and brand self- consistency theory, this paper explores the influence of interactive advertising on consumers' brand attitudes and whether it further influences consumers' consumption intention under the social media platform scenario. At the same time, the self-consistency of consumers' perception of brand is introduced to explore whether there is an interaction between it and the interactivity of advertising. After that, relevant marketing Suggestions and conclusions are put forward by combing the past literature and combining the features of interactive advertising. In this paper, through questionnaire experiment method to collect data, the results show that compared with the traditional video class in terms of advertising, interactive advertising, interactive features for consumers has significant positive influence on brand attitude, and consumer's brand attitude in interactive advertisement and the consumers' willingness to play a mediating role between the interactive advertising consumers for the product brand attitude through ascension to influence the willingness to spend. At the same time, the more consumers perceive the brand self-consistency, the more significant is the positive effect of interactive advertising on their brand attitude.In addition, this paper proves that user control, synchronicity, two-way communication and sociability all have significant positive effects on consumers' brand attitude perception in interactive advertising. This paper has the following theoretical contributions to the research: first, this paper extends the application scenario of interaction theory and adds the social features of 哈尔滨工业大学管理学硕士学位论文 III advertising in mobile social media platforms to the interactive dimension.Secondly, this paper takes consumers' perception of brand and self-consistency as the regulating variable, which complements the application mode of self-consistency theory.On the other hand, this paper also provides feasible measures for the advertising strategies of enterprises in the future, and proves the role of interactive advertising in promoting enterprises' products and stimulating the consumption of potential target audiences. Keywords: Interactive advertising，Brand attitude，Brand self-consistency，Consuming willingness，Mobile social platform 哈尔滨工业大学管理学硕士学位论文 IV 目 录 摘要 ............................................................................................................................... I ABSTRACT ..................................................................................................................... II 第1章 绪 论 ................................................................................................................. 1 1.1课题来源及研究的背景和意义 ......................................................................... 1 1.1.1课题的来源 ............................................................................................... 1 1.1.2 研究意义 .................................................................................................. 2 1.2 国内外研究综述及分析 .................................................................................... 3 1.2.1 互动式广告概述 ...................................................................................... 3 1.2.2 互动式广告国内外研究现状 .................................................................. 4 1.2.3 品牌态度研究现状 .................................................................................. 7 1.2.4 消费意愿研究现状 .................................................................................. 8 1.2.5 国内外研究现状简析 .............................................................................. 9 1.3 主要研究内容及方法 ...................................................................................... 10 1.3.1 主要研究内容 ........................................................................................ 10 1.3.2 研究方法和文章结构图 ........................................................................ 10 第2章 研究假设的提出与理论模型的构建 ............................................................... 13 2.1 理论基础 .......................................................................................................... 13 2.1.1 互动理论 ................................................................................................ 13 2.1.2 社会存在和影响理论 ............................................................................ 14 2.1.3 品牌自我一致性理论 .......................................................................