||With the advent of the digital marketing era, “digital and interactive advertising used by businesses to persuade consumers” has set off a new wave. Interactive advertising emphasizes interaction and attempts to submerge consumers in the ads as well as bring consumers and the brand closer through technology and virtualization, thereby creating a more valuable brand experience for consumers. Website interactive advertising was adopted as the research scope in this study. The objective is to explore the forms of creative expression in website interactive advertising, establish assessment criterion for website interactive advertising design, explore how website interactive advertising affects brand experience ratings, and establish a model for the impact of website interactive advertising design effectiveness on brand experience ratings. The research processes include three stages: First Stage: Explore website interactive advertising assessment criterion, brand experience assessment criterion and conduct a study sample collection. Understand the definition of interactive advertising and its forms of expression, as well as brand experience through exploration of relevant literatures. Second Stage: Explore the impact of website interactive advertising on brand experience from the perspectives of experts. This stage is divided into three procedures. The first procedure consists of collecting experts’ opinions through in-depth interviews. The second consists of questionnaire surveys on the degree of product involvement and brand awareness, and filtering consumer samples of high/low involvement products and high/low brand awareness. The third consists of conducting expert focus group meetings to establish evaluation questions for each research dimension and formal survey samples. Third Stage: Construct a model for the impact of website interactive advertising on brand experience.
The research results, based on an analysis of expert perspectives, show that website interactive advertising design effectiveness is mainly composed of seven constructs, namely: sharing, interactive operability, message understanding, creativity, immersion, brand attraction, and uniqueness, as well as a total of 18 assessment indicators. Brand experience is composed of five constructs, respectively brand connotation, emotion, sense, imagination, and social media links, as well as a total of 17 assessment indicators. Through a multiple regression analysis of the results, it can be understood that in brand experience performance, to achieve delivery of ‘brand connotation’, the expression of ‘message understanding’, ‘creativity’, ‘brand attraction’, and ‘uniqueness’ should be enhanced in website interactive advertising design effectiveness, among which ‘message understanding’ design effectiveness is the most influential. To create brand ‘emotional’ feedback in brand experience, ‘message understanding’, ‘immersion’, and ‘brand attraction’ should be enhanced in website interactive advertisement design effectiveness, among which ‘brand attraction’ design effectiveness exerts the greatest influence. To achieve ‘sense’ feedback, ‘sharing’, ‘creativity’, ‘brand attraction’, and ‘uniqueness’ should be emphasized in website interactive advertisement design effectiveness, among which ‘uniqueness’ has the most significant effect. To achieve consumer ‘imagination’ feedback, ‘sharing’, ‘creativity’, ‘immersion’, ‘brand attractiveness’, and ‘uniqueness’ should be emphasized in website interactive advertisement design effectiveness, among which ‘brand attractiveness’ is the most influential. Finally, ‘sharing’, ‘message understanding’, ‘creativity’, and ‘brand attraction’ in website interactive advertisement design effectiveness can help ‘social media links’ feedback in brand experience performance, among which ‘brand attraction’ exerts the greatest influence. The research results shall serve as a reference for brand managers and designers when formulating website interactive advertising strategies in the future.