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https://ah.lib.nccu.edu.tw/handle/140.119/115860| 題名: | 身歷其境：虛擬實境360度影片中自然對應程度的廣告效果—以空間臨場感及娛樂感為中介 The effects of natural mapping on persuasive outcomes in 360-degree virtual reality advertising : spatial presence and enjoyment as serial mediators |
作者: | 陳俞帆 Chen, Yu-Fan |
貢獻者: | 林日璇 Lin, Jih-Hsuan 陳俞帆 Chen, Yu-Fan |
關鍵詞: | 虛擬實境 360度影片 自然對應 空間臨場感 娛樂感 Virtual reality 360-Degree Natural mapping Spatial presence Enjoyment |
日期: | 2017 | 上傳時間: | 5-Feb-2018 | 摘要: | 近年來科技進步，虛擬實境的技術與應用日益廣泛。這項科技也影響了廣告界，360度的全向式（omni-directional）廣告影片開始興起。然而，虛擬實境有許多不同的呈現方式，什麼樣的呈現方式會有最好的廣告效果？值得深入探討。\n\n本研究將一般閱聽人最常碰到的三種虛擬實境：融入型VR、行動裝置型VR、桌上型VR，以「視角自然對應」程度劃分，並進行操弄檢定。本研究以實驗法，藉由自然對應的三組組間設計探討對廣告效果的影響，並同時討論空間臨場感與娛樂感的雙重中介效果。\n\n研究結果顯示：不同呈現方式的虛擬實境，的確有不同的自然對應程度高低。而自然對應高的虛擬實境，相較於自然對應低的組別，經由空間臨場感與娛樂感的雙重中介影響，會有較好的廣告態度與品牌態度。 | 參考文獻: | 中文部分 \n吳世光、陳建和（2002）。〈影像式虛擬實境之發展及其在觀光產業應用之研究〉。《觀光研究學報》。8(1)，109-125。 \n徐兆吉、馬君、何仲、劉曉宇（2017）。《電腦、網路、手機之後？虛擬實境：新世代運算平台》。台北市：佳魁資訊。 \n莫淑玲（2011）。〈閱聽人對電梯數位看板廣告態度之研究〉。世新大學圖文傳播暨數位出版學研究所碩士論文。 \n賴崇閔、黃秀美、廖述盛、黃雯雯（2009）。〈3D 虛擬實境應用於醫學教育接受度之研究〉。《教育心理學報》。40(3)，341-361。 \n欒雯婷（2010）。〈遊戲式廣告效果的探討：遊戲娛樂性高低與一致性（遊戲內容—產品特性）對廣告記憶與態度的影響〉。國立政治大學廣告研究所。\n\n西文部分 \nAjzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research: Reading, MA: Addison-Wesley.\nAjzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G1034640271 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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