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https://ah.lib.nccu.edu.tw/handle/140.119/116412
題名: | Antecedents and consequences of cross-media usage: A study of a TV program`s official web site | 作者: | 林芝璇 Lin, Jhih-Syuan Cho, Chang-Hoan |
貢獻者: | 廣告系 | 日期: | 2010 | 上傳時間: | 21-Mar-2018 | 摘要: | This study explores the causal relationships among and within the antecedents and consequences of television (TV) viewers` cross-media usage. The results indicated that viewers who are highly involved in a program tend to visit the program`s official Web site more often and stay longer than a viewer who is not highly involved, thereby leading to better Web site loyalty. This loyalty leads to an increase in the use of Interactive Online Product Placement (IOPP), which has a positive influence on their attitude toward the sponsor, and their purchase intentions. The implications of these findings and recommendations for future research are discussed. | 關聯: | Journal of Broadcasting & Electronic Media, Vol.54, No.2, pp.316-336 | 資料類型: | article | DOI: | https://doi.org/10.1080/08838151003737998 |
Appears in Collections: | 期刊論文 |
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08838151003737998.pdf | 389.06 kB | Adobe PDF2 | View/Open |
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