English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113303/144284 (79%)
Visitors : 50798247      Online Users : 757
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 文學院 > 宗教研究所 > 期刊論文 >  Item 140.119/76771


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/76771


    Title: Impact of telepresence levels on internet advertising effects
    Authors: Keng, C.-J.;Lin, Hung-Yuan
    林洪遠
    Contributors: 宗教所
    Keywords: advertizing;article;content presence;human;Internet;major clinical study;personal presence;recall;recognition;social presence;telecommunication;telepresence;virtual reality;visual information;Adult;Advertising;Attitude;Communication;Depth Perception;Feedback;Female;Humans;Internet;Male;Mental Recall;Motivation;Reality Testing;Social Environment;Software;Taiwan;User-Computer Interface
    Date: 2006-02
    Issue Date: 2015-07-21 15:35:02 (UTC+8)
    Abstract: This study examined the dimensions of interactivity and vividness to propose three telepresence levels: content presence, social presence, and personal presence. Then, an experiment investigated the impact of different telepresence levels on Internet advertising. The effects of interactions between vividness of visual imagery (VVI) and product types in relation to telepresence levels and advertising effects were also analyzed. The study employed a factorial design: 4 (levels of telepresence) × 2 (product types) × 2 (VVI). Levels of telepresence and product types were both manipulated between subjects. VVI was measured within subjects. Experimental findings showed that high levels of telepresence of an Internet advertisement increased subject recall and recognition. The low VVI respondent group would have greater recognition than traditional advertisements when respondents were exposed above the level 2 (social presence) advertisement and the effect of recognition increased from level 1 (content presence) to level 3 (personal presence). Recognition increased from level 1 (content presence) to level 2 (social presence) for both search and experience product groups; however, only recognition of the experience product group increased in level 3 (personal presence). © Mary Ann Liebert, Inc.
    Relation: Cyberpsychology and Behavior, 9(1), 82-94
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1089/cpb.2006.9.82
    DOI: 10.1089/cpb.2006.9.82
    Appears in Collections:[宗教研究所] 期刊論文

    Files in This Item:

    File Description SizeFormat
    82-94.pdf110KbAdobe PDF2840View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback