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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/116412

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/116412

Title:	Antecedents and consequences of cross-media usage: A study of a TV program`s official web site
Authors:	林芝璇 Lin, Jhih-Syuan Cho, Chang-Hoan
Contributors:	廣告系
Date:	2010
Issue Date:	2018-03-21 17:35:19 (UTC+8)
Abstract:	This study explores the causal relationships among and within the antecedents and consequences of television (TV) viewers` cross-media usage. The results indicated that viewers who are highly involved in a program tend to visit the program`s official Web site more often and stay longer than a viewer who is not highly involved, thereby leading to better Web site loyalty. This loyalty leads to an increase in the use of Interactive Online Product Placement (IOPP), which has a positive influence on their attitude toward the sponsor, and their purchase intentions. The implications of these findings and recommendations for future research are discussed.
Relation:	Journal of Broadcasting & Electronic Media, Vol.54, No.2, pp.316-336
Data Type:	article
DOI 連結:	https://doi.org/10.1080/08838151003737998
DOI:	10.1080/08838151003737998
Appears in Collections:	[廣告學系] 期刊論文

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