Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/116412
DC Field | Value | Language |
---|---|---|
dc.contributor | 廣告系 | zh_Tw |
dc.creator | 林芝璇 | zh_TW |
dc.creator | Lin, Jhih-Syuan | en_US |
dc.creator | Cho, Chang-Hoan | en_US |
dc.date | 2010 | en_US |
dc.date.accessioned | 2018-03-21T09:35:19Z | - |
dc.date.available | 2018-03-21T09:35:19Z | - |
dc.date.issued | 2018-03-21T09:35:19Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/116412 | - |
dc.description.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. | en_US |
dc.format.extent | 398394 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.relation | Journal of Broadcasting & Electronic Media, Vol.54, No.2, pp.316-336 | |
dc.title | Antecedents and consequences of cross-media usage: A study of a TV program`s official web site | zh_TW |
dc.type | article | |
dc.identifier.doi | 10.1080/08838151003737998 | |
dc.doi.uri | https://doi.org/10.1080/08838151003737998 | |
item.cerifentitytype | Publications | - |
item.fulltext | With Fulltext | - |
item.grantfulltext | restricted | - |
item.openairetype | article | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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08838151003737998.pdf | 389.06 kB | Adobe PDF2 | View/Open |
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