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題名 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
作者 徐明佑
Hsu, Ming Yu
貢獻者 張郁敏
Chang, Yuh Miin
徐明佑
Hsu, Ming Yu
關鍵詞 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
日期 2016
上傳時間 1-Jun-2016 13:43:49 (UTC+8)
摘要 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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描述 碩士
國立政治大學
廣告學系
102452008
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1024520083
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yuh Miinen_US
dc.contributor.author (Authors) 徐明佑zh_TW
dc.contributor.author (Authors) Hsu, Ming Yuen_US
dc.creator (作者) 徐明佑zh_TW
dc.creator (作者) Hsu, Ming Yuen_US
dc.date (日期) 2016en_US
dc.date.accessioned 1-Jun-2016 13:43:49 (UTC+8)-
dc.date.available 1-Jun-2016 13:43:49 (UTC+8)-
dc.date.issued (上傳時間) 1-Jun-2016 13:43:49 (UTC+8)-
dc.identifier (Other Identifiers) G1024520083en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/97095-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告學系zh_TW
dc.description (描述) 102452008zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.tableofcontents 第壹章、緒論 1
     第一節 研究背景 1
     第二節 研究目的 4
     第貳章、文獻探討 6
     第一節 非同時順序性綜效相關理論與研究 6
     第二節 同時順序性綜效（完全媒體多工）相關理論與研究 11
     第三節 非同時與同時順序性綜效比較 14
     第參章、研究方法 23
     第一節 研究架構 23
     第二節 實驗設計與自變項操弄方式 24
     第三節 前測 27
     第四節 正式實驗流程與問卷設計 39
     第肆章、研究結果與資料分析 47
     第一節 實驗受測者樣本分布 47
     第二節 信度檢驗 48
     第三節 操弄檢定 51
     第四節 假設檢定 55
     第伍章、結論 67
     第一節 研究發現與討論 67
     第二節 學術貢獻與實務建議 70
     第三節 研究限制與未來研究建議 72
     參考文獻 75
     附錄 85		zh_TW
dc.format.extent 10396817 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1024520083en_US
dc.subject (關鍵詞) 媒體多工zh_TW
dc.subject (關鍵詞) 完全媒體多工zh_TW
dc.subject (關鍵詞) 資訊處理模式zh_TW
dc.subject (關鍵詞) 跨媒介效果zh_TW
dc.subject (關鍵詞) 認知反應zh_TW
dc.subject (關鍵詞) 廣告態度zh_TW
dc.subject (關鍵詞) 品牌態度zh_TW
dc.subject (關鍵詞) media multitaskingen_US
dc.subject (關鍵詞) cross media effecten_US
dc.title (題名) 完全媒體多工與非同時性綜效的比較zh_TW
dc.title (題名) The comparison of cross media synergies between media multitasking and non-multitaskingen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
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     FIND資策會（2014）。〈2014年上半年消費者行為調查〉，上網日期：2014年11月10日。取自http://www.iii.org.tw/Service/3_1_1_c.aspx?id=1367
     
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