The explosion in the volume and variety of online advertising has contributed to constantly changing consumer engagement states by influencing their experience through the journey to purchase. In this paper, we use a latent Markov model to analyze the panel data from a large e-commerce firm, so as to explore changes in the engagement behavior and the latent engagement state transition of consumers under different advertising. Contrary to common belief, advertising does not always play an active role in communicating with consumers. Our findings show that the response of consumers to advertising is heterogeneous at different engagement levels, and this heterogeneity will be affected by the type of advertising and the number of different advertisements consumers contact. We explore the underlying reasons for the two-sided impact of advertising on consumer engagement, and thus expected to provide managerial insights for marketers who pay attention to consumer experience.

在线广告数量和种类的爆炸式增长通过影响消费者在购买过程中的体验，不断改变消费者的参与状态。在本文中，我们使用潜在马尔可夫模型对大型电子商务公司的面板数据进行分析，以探索不同广告下消费者的参与行为的变化和潜在参与状态的转变。与普遍看法相反，广告并不总是在与消费者的沟通中发挥积极作用。我们的研究结果表明，消费者对广告的反应在不同的参与水平上是异质的，并且这种异质性将受到广告类型和消费者接触的不同广告数量的影响。我们探讨了广告对消费者参与度产生双向影响的根本原因，从而期望为关注消费者体验的营销人员提供管理见解。