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    Title: 完全媒體多工與非同時性綜效的比較
    The comparison of cross media synergies between media multitasking and non-multitasking
    Authors: 徐明佑
    Hsu, Ming Yu
    Contributors: 張郁敏
    Chang, Yuh Miin
    徐明佑
    Hsu, Ming Yu
    Keywords: 媒體多工
    完全媒體多工
    資訊處理模式
    跨媒介效果
    認知反應
    廣告態度
    品牌態度
    media multitasking
    cross media effect
    Date: 2016
    Issue Date: 2016-06-01 13:43:49 (UTC+8)
    Abstract: 隨著行動載具的普及，媒體多工的情況儼然已成為現代人消費媒體的主要型態，本研究透過綜效研究的脈絡去了解在完全媒體多工的情境下所呈現的高度認知資源競爭的同時順序性綜效，並且將其與低度認知資源競爭的非同時順序性綜效進行比較，以目前最普遍的智慧型手機與電視同時使用為例，讓消費者暴露在手機品牌官方網站與電視廣告中，試圖去理解他們在高度與低度認知資源競爭中的資訊處理歷程以及傳播效果的差異。
    本研究透過實驗室實驗法進行研究，研究結果得出不同的媒介閱聽組合類
    型有不同的資訊處理歷程與傳播效果，在媒體多工的同時性使用情境下，消費者確實會感受到較高的認知負荷程度，而議題涉入程度與媒介閱聽組合類型的交互作用對於認知反應數量有顯著影響，且非同時與同時媒介組合在廣告態度上的表現也具有顯著差異。
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    Description: 碩士
    國立政治大學
    廣告學系
    102452008
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1024520083
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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