全球電影票房儘管在疫情後有所回升，仍未能恢復至疫情前的水準，凸顯了探討影響觀眾進入電影院動機的必要性。隨著OTT（Over-the-Top）平台重塑觀影習慣，互動式廣告已成為吸引消費者並提升觀影意願的重要工具。本研究探討社群媒體上的互動式廣告、顧客參與度與觀影意願之間的關聯性，特別關注不同類型的互動式廣告如何影響消費者在認知、情感與行為層面的參與度，以及這些參與機制如何進一步影響觀眾前往電影院的動機。透過整合內在與外在動機，本研究提供一個全面的框架，以理解數位時代中的觀眾行為。本研究結果為電影公司優化數位行銷策略、提升互動參與度及提高票房表現提供實證洞見。
本研究透過線上問卷收集數據，結果顯示，個人化廣告對情感與行為參與度產生正向影響，而參與式廣告則與認知及行為參與度呈現正相關。在觀影動機方面，享樂動機與情感參與度呈現正向關聯，社交動機則與行為參與度相關，而文化陶冶動機則同時對認知、情感與行為參與度產生正向影響。最後，正向的顧客參與度與觀影意願之間存在顯著的正向關係。

The global box office has been striving to regain shares of viewers, due to the impact of the pandemic and Over-the-Top (OTT) platforms. Previous research focus on WOM (word-of -mouth), this study investigates how interactive advertising on social media and motivation influence cognitive, emotional, and behavioral customer engagement, which in turn, drives moviegoing intention.

Data is collected online. The findings of this study show that personalized advertising would generate a positive effect on emotional and behavioral engagement, while participative advertising shows a positive correlation with cognitive and behavioral engagement. As the motivation, hedonic motives is found to positively correlate with emotional engagement. In addition, socializing motives show a positive correlation with behavioral engagement, and cultural enrichment motives show a positive correlation with cognitive, emotional, and behavioral engagement. Finally, positive customer engagement has a significant positive correlation with purchase intention. The empirical findings provide insights to design interactive marketing strategies and increase box office performance.

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