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題名 Impact of telepresence levels on internet advertising effects
作者 Keng, C.-J.;Lin, Hung-Yuan
林洪遠
貢獻者 宗教所
關鍵詞 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
上傳時間 21-Jul-2015 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
資料類型 article
DOI http://dx.doi.org/10.1089/cpb.2006.9.82
dc.contributor 宗教所
dc.creator (作者) Keng, C.-J.;Lin, Hung-Yuan
dc.creator (作者) 林洪遠zh_TW
dc.date (日期) 2006-02
dc.date.accessioned 21-Jul-2015 15:35:02 (UTC+8)-
dc.date.available 21-Jul-2015 15:35:02 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2015 15:35:02 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76771-
dc.description.abstract (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.
dc.format.extent 113255 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Cyberpsychology and Behavior, 9(1), 82-94
dc.subject (關鍵詞) 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
dc.title (題名) Impact of telepresence levels on internet advertising effects
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1089/cpb.2006.9.82
dc.doi.uri (DOI) http://dx.doi.org/10.1089/cpb.2006.9.82