Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/115860| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 林日璇 | zh_TW |
| dc.contributor.advisor | Lin, Jih-Hsuan | en_US |
| dc.contributor.author | 陳俞帆 | zh_TW |
| dc.contributor.author | Chen, Yu-Fan | en_US |
| dc.creator | 陳俞帆 | zh_TW |
| dc.creator | Chen, Yu-Fan | en_US |
| dc.date | 2017 | en_US |
| dc.date.accessioned | 2018-02-05T09:29:56Z | - |
| dc.date.available | 2018-02-05T09:29:56Z | - |
| dc.date.issued | 2018-02-05T09:29:56Z | - |
| dc.identifier | G1034640271 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/115860 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 傳播學院傳播碩士學位學程 | zh_TW |
| dc.description | 103464027 | zh_TW |
| dc.description.abstract | 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。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1 \n第一節 研究背景 1 \n第二節 研究動機與目的 3\n第二章 文獻探討 4\n第一節 虛擬實境 4\n第二節 虛擬實境與沉浸 8\n第三節 呈現方式與自然對應 10\n第四節 廣告效果 14\n第三章 研究方法 18 \n第一節 研究架構 18\n第二節 研究假設 19 \n第三節 實驗設計 20 \n第四節 衡量變項 25\n第四章 研究結果與分析 31 \n第一節 實驗受試者樣本分佈 31\n第二節 量表信度分析 32 \n第三節 操弄檢定 33 \n第四節 假設檢定 34\n第五章 研究結論與建議 39 \n第一節 發現與討論 39\n第二節 研究貢獻 42\n第三節 研究限制與未來研究建議 44 \n\n參考文獻 46\n附錄 52\n附錄一 前測篩選問卷 52\n附錄二 正式實驗問卷 53 | zh_TW |
| dc.format.extent | 5161592 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G1034640271 | en_US |
| dc.subject | 虛擬實境 | zh_TW |
| dc.subject | 360度影片 | zh_TW |
| dc.subject | 自然對應 | zh_TW |
| dc.subject | 空間臨場感 | zh_TW |
| dc.subject | 娛樂感 | zh_TW |
| dc.subject | Virtual reality | en_US |
| dc.subject | 360-Degree | en_US |
| dc.subject | Natural mapping | en_US |
| dc.subject | Spatial presence | en_US |
| dc.subject | Enjoyment | en_US |
| dc.title | 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 | zh_TW |
| dc.title | The effects of natural mapping on persuasive outcomes in 360-degree virtual reality advertising : spatial presence and enjoyment as serial mediators | en_US |
| dc.type | thesis | en_US |
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Human Communication Research, 36(1), 53-81. \nSchmierbach, M., Limperos, A. M., & Woolley, J. K. (2012). Feeling the need for (personalized) speed: How natural controls and customization contribute to enjoyment of a racing game through enhanced immersion. Cyberpsychology, Behavior, and Social Networking, 15(7), 364-369. \nSchubert, T., Friedmann, F., & Regenbrecht, H. (2001). The experience of presence: Factor analytic insights. Presence: Teleoperators and virtual environments, 10(3), 266-281. \nShafer, D. M., Carbonara, C. P., & Popova, L. (2011). Spatial presence and perceived reality as predictors of motion-based video game enjoyment. Presence: Teleoperators and virtual environments, 20(6), 591-619. \nShafer, D. M., Carbonara, C. P., & Popova, L. (2014). Controller required? The impact of natural mapping on interactivity, realism, presence, and enjoyment in motion-based video games. Presence, 23(3), 267-286. \nShi, Y. (2017). 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Journal of Advertising, 25(1), 15-32.\n\n\n網路部分\n〈2016 VR 元年！準確來說，今年已經是第三次喊出「VR 元年」了〉（2016年6月22日）。取自TechOrange科技報橘網站。\nhttps://buzzorange.com/techorange/2016/06/22/the-third-vr-era/\n\n<See the future of video by looking behind you: Introducing 360 degree video ads>（2015年7月22日）。取自Google Inside AdWords \nhttps://adwords.googleblog.com/2015/07/see-future-of-video-by-looking-behind.html\n\n< JOHN E. KENNEDY >（1999年3月29日）。取自 AdAge\nhttp://adage.com/article/special-report-the-advertising-century/john-e-kennedy/140216/ | zh_TW |
| item.fulltext | With Fulltext | - |
| item.grantfulltext | open | - |
| item.cerifentitytype | Publications | - |
| item.openairetype | thesis | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| Appears in Collections: | 學位論文 | |
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| 027101.pdf | 5.04 MB | Adobe PDF2 | View/Open |
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