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    政大機構典藏 > 文學院 > 宗教研究所 > 期刊論文 >  Item 140.119/76771


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    题名: Impact of telepresence levels on internet advertising effects
    作者: Keng, C.-J.;Lin, Hung-Yuan
    林洪遠
    贡献者: 宗教所
    关键词: 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
    日期: 2006-02
    上传时间: 2015-07-21 15:35:02 (UTC+8)
    摘要: 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.
    關聯: Cyberpsychology and Behavior, 9(1), 82-94
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1089/cpb.2006.9.82
    DOI: 10.1089/cpb.2006.9.82
    显示于类别:[宗教研究所] 期刊論文

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