1. NCCU Academic Hub
  2. Publications
  3. College of Communication
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 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
The effects of natural mapping on persuasive outcomes in 360-degree virtual reality advertising : spatial presence and enjoyment as serial mediators
作者 陳俞帆
Chen, Yu-Fan
貢獻者 林日璇
Lin, Jih-Hsuan
陳俞帆
Chen, Yu-Fan
關鍵詞 虛擬實境
360度影片
自然對應
空間臨場感
娛樂感
Virtual reality
360-Degree
Natural mapping
Spatial presence
Enjoyment
日期 2017
上傳時間 5-Feb-2018 17:29:56 (UTC+8)
摘要 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。

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。

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。
參考文獻 中文部分
吳世光、陳建和（2002）。〈影像式虛擬實境之發展及其在觀光產業應用之研究〉。《觀光研究學報》。8(1)，109-125。
徐兆吉、馬君、何仲、劉曉宇（2017）。《電腦、網路、手機之後？虛擬實境：新世代運算平台》。台北市：佳魁資訊。
莫淑玲（2011）。〈閱聽人對電梯數位看板廣告態度之研究〉。世新大學圖文傳播暨數位出版學研究所碩士論文。
賴崇閔、黃秀美、廖述盛、黃雯雯（2009）。〈3D 虛擬實境應用於醫學教育接受度之研究〉。《教育心理學報》。40(3)，341-361。
欒雯婷（2010）。〈遊戲式廣告效果的探討：遊戲娛樂性高低與一致性（遊戲內容—產品特性）對廣告記憶與態度的影響〉。國立政治大學廣告研究所。

西文部分
Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research: Reading, MA: Addison-Wesley.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice-Hall.
Bauer, R. A., & Greyser, S. A. (1968). Advertising in America, the consumer view. Boston: Harvard University, Graduate School of Business Administration, Division of Research.
Biocca, F. (1992). Virtual reality technology: A tutorial. Journal of communication, 42(4), 23-72.
Biocca, F. (1997). The cyborg’s dilemma: progressive embodiment in virtual environments. Journal of Computer-Mediated Communications, 3(2).
Biocca, Frank, Terry M. Daugherty, Hairong Li, and Zoo-Hyun Chae. (2001). Effect of Visual Sensory Immersion on Product Knowledge, Attitude Toward the Product and Purchase Intention, in Proceedings of the Experiential E-Commerce Conference.
Blaut, J. M. (1991). Natural mapping. Transactions of the Institute of British Geographers, 55-74.
Brown, E., & Cairns, P. (2004). A grounded investigation of game immersion. In Proceedings of the Conference on Human Factors in Computing Systems,1297-1300. New York: ACM.
.Burdea Grigore, C., & Coiffet, P. (1994). Virtual reality technology: London: Wiley-Interscience.
Coates, G. (1992). Program from Invisible Site-a virtual sho, a multimedia performance work presented by George Coates Performance Works. San Francisco, CA.
Costello, P. J. (1997). Health and safety issues associated with virtual reality- A review of current literature. In AGOCG Technical Report Series.
Daggubati, L. S. (2016). Effect of cooperation on players` immersion and enjoyment: Missouri University of Science and Technology.
Duarte, E., Rebelo, F., & Wogalter, M. S. (2010). Virtual Reality and its potential for evaluating warning compliance. Human Factors and Ergonomics in Manufacturing & Service Industries, 20(6), 526-537.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes: Harcourt Brace Jovanovich College Publishers.
Garretson, J. A., & Niedrich, R. W. (2004). Spokes-characters: Creating character trust and positive brand attitudes. Journal of advertising, 33(2), 25-36.
Griffin, T., Giberson, J., Lee, S. H. M., Guttentag, D., Kandaurova, M., Sergueeva, K., & Dimanche, F. (2017). Virtual Reality and Implications for Destination Marketing. Tourism Travel and Research Association Conference.
Horvath, K. and Lombard, M. (2010). Social and spatial presence: an application to optimize human-computer interaction, Psychology Journal, 8(1), 85-114.
Jacobson, L. (1993). Welcome to the virtual world. In: Richard Swadley (Ed.). On the cutting edge of technology , 69-79. Carmel, IN: Sams.
Johnson-Laird, P. N. (1983). Mental models: Towards a cognitive science of language, inference, and consciousness: Cambridge, MA: Harvard University Press.
Jung, T., & Han, D. (2014). Augmented Reality (AR) in Urban Heritage Tourism. eReview of Tourism Research, 5, 1-5.
Kim, Y., Son, Y., & Han, S. (2016). What is the Role of TV Commercials in the Trans-Media Era? Indian Journal of Science and Technology, 9(41), 1-10.
Klimmt, C., & Vorderer, P. (2003). Media psychology “is not yet there”: Introducing theories on media entertainment to the presence debate. Presence: Teleoperators and virtual environments, 12(4), 346-359.
Lavidge, R. J., & Steiner, G. A. (1961) A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(4), 59-62
Machleit, K. A., & Wilson, R. D. (1988). Emotional feelings and attitude toward the advertisement: The roles of brand familarity and repetition. Journal of Advertising, 17(3), 27-35.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 8(1), 130-143.
McGloin, R., Farrar, K. M., & Krcmar, M. (2011). The impact of controller naturalness on spatial presence, gamer enjoyment, and perceived realism in a tennis simulation video game. Presence: Teleoperators and virtual environments, 20(4), 309-324.
McLellan, H. (1996). Virtual realities. Handbook of research for educational communications and technology, 457-487. New York: Simon and Schuster.
McMahan, A. (2003). Immersion, engagement and presence. The video game theory reader, 67, 86.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research 28, 318-332.
Norman, D. A., & Draper, S. W. (1986). User Centered System Design: New Perspectives on Human–Computer Interaction. Hillsdale, NJ: Lawrence Erlbaum.
Norman, D. (1988). The Design of Everyday Things (Originally published: The psychology of everyday things).
Nunez, D., & Blake, E. (2006). Learning, experience, and cognitive factors in the presence experiences of gamers: An exploratory relational study. Presence, 15(4), 373-380.
Nichols, S., Haldane, C., & Wilson, J. R. (2000). Measurement of presence and its consequences in virtual environments. International Journal of Human-Computer Studies, 52(3), 471-491.
Oliver, M. B., & Bartsch, A. (2010). Appreciation as audience response: Exploring entertainment gratifications beyond hedonism. Human Communication Research, 36(1), 53-81.
Schmierbach, 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.
Schubert, T., Friedmann, F., & Regenbrecht, H. (2001). The experience of presence: Factor analytic insights. Presence: Teleoperators and virtual environments, 10(3), 266-281.
Shafer, 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.
Shafer, 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.
Shi, Y. (2017). Should Organizations Leverage 360-degree Commercial Video Campaigns?: The influence on customer-brand engagement and customer-based brand equity. Master`s thesis, University of Twente.
Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10(2), 9-48.
Skalski, P., Lange, R., & Tamborini, R. (2006). Mapping the way to enjoyment. Proceedings of the Ninth International Workshop on Presence. Cleveland, OH: Cleveland State University.
Skalski, P., Tamborini, R., Shelton, A., Buncher, M., & Lindmark, P. (2011). Mapping the road to fun: Natural video game controllers, presence, and game enjoyment. New Media & Society, 13(2), 224-242.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
Stanney, K., & Salvendy, G. (1998). Aftereffects and sense of presence in virtual environments: Formulation of a research and development agenda. International Journal of Human-Computer Interaction, 10(2), 135-187.
Sutherland, I. E. (1965). The ultimate display, Proc. IFIP, 2, 506-508.
Tamborini, R., Bowman, N. D., Eden, A., Grizzard, M., & Organ, A. (2010). Defining media enjoyment as the satisfaction of intrinsic needs. Journal of Communication, 60(4), 758-777.
Tamborini, R., & Skalski, P. (2006). The role of presence in the experience of electronic games. Playing video games: Motives, responses, and consequences, 225-240.
Thompson, M., Nordin, A. I., & Cairns, P. (2012).Effect of touch-screen size on game immersion. BCS HCI 2012, 280-285.
Van Dijk, T. A. (1998). Ideology: A multidisciplinary approach, London: Sage.
Vorderer, P., Wirth, W., Gouveia, F. R., Biocca, F., Saari, T., Jäncke, F., . . . Hartmann, T. (2004). MEC spatial presence questionnaire (MEC-SPQ): Short documentation and instructions for application. Report to the European Community, Project Presence: MEC (IST-2001-37661), 3.
Wijnants, M., Van Erum, K., Quax, P., & Lamotte, W. (2015). Web-mediated Augmentation and Interactivity Enhancement of Omni-directional Video in Both 2D and 3D. In: Proceedings of the 11th International Conference on Web Information Systems and Technologies, 21-34. SCITEPRESS Science and Technology Publications, Lisbon, Portugal
Wirth, W., Hartmann, T., Böcking, S., Vorderer, P., Klimmt, C., Schramm, H., . . . Gouveia, F. R. (2007). A process model of the formation of spatial presence experiences. Media Psychology, 9(3), 493-525.
Witmer, B. G., & Singer, M. J. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoperators and virtual environments, 7(3), 225-240.
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.


網路部分
〈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。
https://buzzorange.com/techorange/2016/06/22/the-third-vr-era/

（2015年7月22日）。取自Google Inside AdWords
https://adwords.googleblog.com/2015/07/see-future-of-video-by-looking-behind.html

< JOHN E. KENNEDY >（1999年3月29日）。取自 AdAge
http://adage.com/article/special-report-the-advertising-century/john-e-kennedy/140216/
描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464027
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1034640271
資料類型 thesis
dc.contributor.advisor 林日璇zh_TW
dc.contributor.advisor Lin, Jih-Hsuanen_US
dc.contributor.author (Authors) 陳俞帆zh_TW
dc.contributor.author (Authors) Chen, Yu-Fanen_US
dc.creator (作者) 陳俞帆zh_TW
dc.creator (作者) Chen, Yu-Fanen_US
dc.date (日期) 2017en_US
dc.date.accessioned 5-Feb-2018 17:29:56 (UTC+8)-
dc.date.available 5-Feb-2018 17:29:56 (UTC+8)-
dc.date.issued (上傳時間) 5-Feb-2018 17:29:56 (UTC+8)-
dc.identifier (Other Identifiers) G1034640271en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/115860-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 103464027zh_TW
dc.description.abstract (摘要) 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。

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。

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
第一節 研究背景 1
第二節 研究動機與目的 3
第二章 文獻探討 4
第一節 虛擬實境 4
第二節 虛擬實境與沉浸 8
第三節 呈現方式與自然對應 10
第四節 廣告效果 14
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假設 19
第三節 實驗設計 20
第四節 衡量變項 25
第四章 研究結果與分析 31
第一節 實驗受試者樣本分佈 31
第二節 量表信度分析 32
第三節 操弄檢定 33
第四節 假設檢定 34
第五章 研究結論與建議 39
第一節 發現與討論 39
第二節 研究貢獻 42
第三節 研究限制與未來研究建議 44

參考文獻 46
附錄 52
附錄一 前測篩選問卷 52
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 (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1034640271en_US
dc.subject (關鍵詞) 虛擬實境zh_TW
dc.subject (關鍵詞) 360度影片zh_TW
dc.subject (關鍵詞) 自然對應zh_TW
dc.subject (關鍵詞) 空間臨場感zh_TW
dc.subject (關鍵詞) 娛樂感zh_TW
dc.subject (關鍵詞) Virtual realityen_US
dc.subject (關鍵詞) 360-Degreeen_US
dc.subject (關鍵詞) Natural mappingen_US
dc.subject (關鍵詞) Spatial presenceen_US
dc.subject (關鍵詞) Enjoymenten_US
dc.title (題名) 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 (題名) The effects of natural mapping on persuasive outcomes in 360-degree virtual reality advertising : spatial presence and enjoyment as serial mediatorsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
吳世光、陳建和（2002）。〈影像式虛擬實境之發展及其在觀光產業應用之研究〉。《觀光研究學報》。8(1)，109-125。
徐兆吉、馬君、何仲、劉曉宇（2017）。《電腦、網路、手機之後？虛擬實境：新世代運算平台》。台北市：佳魁資訊。
莫淑玲（2011）。〈閱聽人對電梯數位看板廣告態度之研究〉。世新大學圖文傳播暨數位出版學研究所碩士論文。
賴崇閔、黃秀美、廖述盛、黃雯雯（2009）。〈3D 虛擬實境應用於醫學教育接受度之研究〉。《教育心理學報》。40(3)，341-361。
欒雯婷（2010）。〈遊戲式廣告效果的探討：遊戲娛樂性高低與一致性（遊戲內容—產品特性）對廣告記憶與態度的影響〉。國立政治大學廣告研究所。

西文部分
Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research: Reading, MA: Addison-Wesley.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice-Hall.
Bauer, R. A., & Greyser, S. A. (1968). Advertising in America, the consumer view. Boston: Harvard University, Graduate School of Business Administration, Division of Research.
Biocca, F. (1992). Virtual reality technology: A tutorial. Journal of communication, 42(4), 23-72.
Biocca, F. (1997). The cyborg’s dilemma: progressive embodiment in virtual environments. Journal of Computer-Mediated Communications, 3(2).
Biocca, Frank, Terry M. Daugherty, Hairong Li, and Zoo-Hyun Chae. (2001). Effect of Visual Sensory Immersion on Product Knowledge, Attitude Toward the Product and Purchase Intention, in Proceedings of the Experiential E-Commerce Conference.
Blaut, J. M. (1991). Natural mapping. Transactions of the Institute of British Geographers, 55-74.
Brown, E., & Cairns, P. (2004). A grounded investigation of game immersion. In Proceedings of the Conference on Human Factors in Computing Systems,1297-1300. New York: ACM.
.Burdea Grigore, C., & Coiffet, P. (1994). Virtual reality technology: London: Wiley-Interscience.
Coates, G. (1992). Program from Invisible Site-a virtual sho, a multimedia performance work presented by George Coates Performance Works. San Francisco, CA.
Costello, P. J. (1997). Health and safety issues associated with virtual reality- A review of current literature. In AGOCG Technical Report Series.
Daggubati, L. S. (2016). Effect of cooperation on players` immersion and enjoyment: Missouri University of Science and Technology.
Duarte, E., Rebelo, F., & Wogalter, M. S. (2010). Virtual Reality and its potential for evaluating warning compliance. Human Factors and Ergonomics in Manufacturing & Service Industries, 20(6), 526-537.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes: Harcourt Brace Jovanovich College Publishers.
Garretson, J. A., & Niedrich, R. W. (2004). Spokes-characters: Creating character trust and positive brand attitudes. Journal of advertising, 33(2), 25-36.
Griffin, T., Giberson, J., Lee, S. H. M., Guttentag, D., Kandaurova, M., Sergueeva, K., & Dimanche, F. (2017). Virtual Reality and Implications for Destination Marketing. Tourism Travel and Research Association Conference.
Horvath, K. and Lombard, M. (2010). Social and spatial presence: an application to optimize human-computer interaction, Psychology Journal, 8(1), 85-114.
Jacobson, L. (1993). Welcome to the virtual world. In: Richard Swadley (Ed.). On the cutting edge of technology , 69-79. Carmel, IN: Sams.
Johnson-Laird, P. N. (1983). Mental models: Towards a cognitive science of language, inference, and consciousness: Cambridge, MA: Harvard University Press.
Jung, T., & Han, D. (2014). Augmented Reality (AR) in Urban Heritage Tourism. eReview of Tourism Research, 5, 1-5.
Kim, Y., Son, Y., & Han, S. (2016). What is the Role of TV Commercials in the Trans-Media Era? Indian Journal of Science and Technology, 9(41), 1-10.
Klimmt, C., & Vorderer, P. (2003). Media psychology “is not yet there”: Introducing theories on media entertainment to the presence debate. Presence: Teleoperators and virtual environments, 12(4), 346-359.
Lavidge, R. J., & Steiner, G. A. (1961) A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(4), 59-62
Machleit, K. A., & Wilson, R. D. (1988). Emotional feelings and attitude toward the advertisement: The roles of brand familarity and repetition. Journal of Advertising, 17(3), 27-35.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 8(1), 130-143.
McGloin, R., Farrar, K. M., & Krcmar, M. (2011). The impact of controller naturalness on spatial presence, gamer enjoyment, and perceived realism in a tennis simulation video game. Presence: Teleoperators and virtual environments, 20(4), 309-324.
McLellan, H. (1996). Virtual realities. Handbook of research for educational communications and technology, 457-487. New York: Simon and Schuster.
McMahan, A. (2003). Immersion, engagement and presence. The video game theory reader, 67, 86.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research 28, 318-332.
Norman, D. A., & Draper, S. W. (1986). User Centered System Design: New Perspectives on Human–Computer Interaction. Hillsdale, NJ: Lawrence Erlbaum.
Norman, D. (1988). The Design of Everyday Things (Originally published: The psychology of everyday things).
Nunez, D., & Blake, E. (2006). Learning, experience, and cognitive factors in the presence experiences of gamers: An exploratory relational study. Presence, 15(4), 373-380.
Nichols, S., Haldane, C., & Wilson, J. R. (2000). Measurement of presence and its consequences in virtual environments. International Journal of Human-Computer Studies, 52(3), 471-491.
Oliver, M. B., & Bartsch, A. (2010). Appreciation as audience response: Exploring entertainment gratifications beyond hedonism. Human Communication Research, 36(1), 53-81.
Schmierbach, 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.
Schubert, T., Friedmann, F., & Regenbrecht, H. (2001). The experience of presence: Factor analytic insights. Presence: Teleoperators and virtual environments, 10(3), 266-281.
Shafer, 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.
Shafer, 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.
Shi, Y. (2017). Should Organizations Leverage 360-degree Commercial Video Campaigns?: The influence on customer-brand engagement and customer-based brand equity. Master`s thesis, University of Twente.
Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10(2), 9-48.
Skalski, P., Lange, R., & Tamborini, R. (2006). Mapping the way to enjoyment. Proceedings of the Ninth International Workshop on Presence. Cleveland, OH: Cleveland State University.
Skalski, P., Tamborini, R., Shelton, A., Buncher, M., & Lindmark, P. (2011). Mapping the road to fun: Natural video game controllers, presence, and game enjoyment. New Media & Society, 13(2), 224-242.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
Stanney, K., & Salvendy, G. (1998). Aftereffects and sense of presence in virtual environments: Formulation of a research and development agenda. International Journal of Human-Computer Interaction, 10(2), 135-187.
Sutherland, I. E. (1965). The ultimate display, Proc. IFIP, 2, 506-508.
Tamborini, R., Bowman, N. D., Eden, A., Grizzard, M., & Organ, A. (2010). Defining media enjoyment as the satisfaction of intrinsic needs. Journal of Communication, 60(4), 758-777.
Tamborini, R., & Skalski, P. (2006). The role of presence in the experience of electronic games. Playing video games: Motives, responses, and consequences, 225-240.
Thompson, M., Nordin, A. I., & Cairns, P. (2012).Effect of touch-screen size on game immersion. BCS HCI 2012, 280-285.
Van Dijk, T. A. (1998). Ideology: A multidisciplinary approach, London: Sage.
Vorderer, P., Wirth, W., Gouveia, F. R., Biocca, F., Saari, T., Jäncke, F., . . . Hartmann, T. (2004). MEC spatial presence questionnaire (MEC-SPQ): Short documentation and instructions for application. Report to the European Community, Project Presence: MEC (IST-2001-37661), 3.
Wijnants, M., Van Erum, K., Quax, P., & Lamotte, W. (2015). Web-mediated Augmentation and Interactivity Enhancement of Omni-directional Video in Both 2D and 3D. In: Proceedings of the 11th International Conference on Web Information Systems and Technologies, 21-34. SCITEPRESS Science and Technology Publications, Lisbon, Portugal
Wirth, W., Hartmann, T., Böcking, S., Vorderer, P., Klimmt, C., Schramm, H., . . . Gouveia, F. R. (2007). A process model of the formation of spatial presence experiences. Media Psychology, 9(3), 493-525.
Witmer, B. G., & Singer, M. J. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoperators and virtual environments, 7(3), 225-240.
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.


網路部分
〈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。
https://buzzorange.com/techorange/2016/06/22/the-third-vr-era/

（2015年7月22日）。取自Google Inside AdWords
https://adwords.googleblog.com/2015/07/see-future-of-video-by-looking-behind.html

< JOHN E. KENNEDY >（1999年3月29日）。取自 AdAge
http://adage.com/article/special-report-the-advertising-century/john-e-kennedy/140216/		zh_TW