Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

Jae Min Jung; Hang Chu (Michel) Hui; Kyeong Sam Min; Drew Martin

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Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

机译：telic / paratelic用户模式是否对交互式互联网广告的有效性有影响？逆转理论观点

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Drawing on reversal theory (Apter, 2007), the current research proposes that internet users' metamotivational state (telic vs. paratelic) determines advertising interactivity's effectiveness. An online field experiment involving 141 Facebook and Twitter users tests this proposition. Research findings support telic state consumers form more positive attitudes toward a low-level interactive ad, whereas paratelic state consumers form more positive attitudes toward a high-level interactive ad. Further, this research shows that an arousal seeking tendency mediates the metamotivational state's impact on ad attitude.

机译：根据逆转理论（Apter，2007年），当前的研究提出，互联网用户的动机状态（电话与同伴）决定了广告互动的有效性。一个涉及141个Facebook和Twitter用户的在线现场实验测试了这一主张。研究发现支持telic州消费者形成对低级交互式广告的更积极态度，而paratelic州消费者形成对高级交互式广告的更积极态度。此外，这项研究表明，激发性的寻求倾向介导了动机状态对广告态度的影响。

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来源
《Journal of Business Research》 |2014年第6期|1303-1309|共7页
作者
Jae Min Jung; Hang Chu (Michel) Hui; Kyeong Sam Min; Drew Martin;
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作者单位

College of Business Administration, California State Polytechnic University at Pomona, 3801 West Temple Boulevard, Pomona, CA 91768, United States;

Dragon Models USA, 1315 John Reed Court, City of Industry, CA 91745, United States;

College of Business Administration, University of New Orleans, 2000 Lakeshore Drive, New Orleans, LA 70148, United States;

College of Business and Economics, University of Hawaii at Hilo, 200 West Kawili Street, Hilo, HI 96720, United States;

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正文语种 eng
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关键词
Interactive advertising; Reversal theory; Telic/paratelic user mode; Persuasion; On-line advertising; Arousal seeking tendency;

机译：互动广告;逆转理论;Telic / paratelic用户模式;劝说;在线广告;寻求性倾向;

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Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

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