Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/76771


Title: Impact of telepresence levels on internet advertising effects
Authors: Keng, C.-J.;Lin, Hung-Yuan
林洪遠
Contributors: 宗教所
Keywords: advertizing;article;content presence;human;Internet;major clinical study;personal presence;recall;recognition;social presence;telecommunication;telepresence;virtual reality;visual information;Adult;Advertising;Attitude;Communication;Depth Perception;Feedback;Female;Humans;Internet;Male;Mental Recall;Motivation;Reality Testing;Social Environment;Software;Taiwan;User-Computer Interface
Date: 2006-02
Issue Date: 2015-07-21 15:35:02 (UTC+8)
Abstract: This study examined the dimensions of interactivity and vividness to propose three telepresence levels: content presence, social presence, and personal presence. Then, an experiment investigated the impact of different telepresence levels on Internet advertising. The effects of interactions between vividness of visual imagery (VVI) and product types in relation to telepresence levels and advertising effects were also analyzed. The study employed a factorial design: 4 (levels of telepresence) × 2 (product types) × 2 (VVI). Levels of telepresence and product types were both manipulated between subjects. VVI was measured within subjects. Experimental findings showed that high levels of telepresence of an Internet advertisement increased subject recall and recognition. The low VVI respondent group would have greater recognition than traditional advertisements when respondents were exposed above the level 2 (social presence) advertisement and the effect of recognition increased from level 1 (content presence) to level 3 (personal presence). Recognition increased from level 1 (content presence) to level 2 (social presence) for both search and experience product groups; however, only recognition of the experience product group increased in level 3 (personal presence). © Mary Ann Liebert, Inc.
Relation: Cyberpsychology and Behavior, 9(1), 82-94
Data Type: article
DOI 連結: http://dx.doi.org/10.1089/cpb.2006.9.82
Appears in Collections:[宗教研究所] 期刊論文

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