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Title: Antecedents and consequences of cross-media usage: A study of a TV program's official web site
Authors: 林芝璇
Lin, Jhih-Syuan
Cho, Chang-Hoan
Contributors: 廣告系
Date: 2010
Issue Date: 2018-03-21 17:35:19 (UTC+8)
Abstract: 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.
Relation: Journal of Broadcasting & Electronic Media, Vol.54, No.2, pp.316-336
Data Type: article
DOI 連結:
Appears in Collections:[廣告學系] 期刊論文

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