The study focuses on how the performance of content will influence the advertising
effects. Applying experiment as research method, and augmented reality
application as platform of interactive advertising. There are three independent
variables including products involvement (high/low), perceived interactivity(high/
low) and advertising appeals (rational/emotional), while advertising effect as
dependent variable including attitude toward advertisement, attitude toward brand
and purchase intention. There are 240 participants divided into 8 experiment teams,
each with 30 subjects. Finally, because of the interaction of independent variables,
which will lead to significant difference between groups. Data analysis will be done
and viable ways will be found out to content presentation for the future discussion
and implementation of advertising industry.