| dc.contributor | 廣告系 | zh_Tw |
| dc.creator (作者) | 林芝璇 | zh_TW |
| dc.creator (作者) | Lin, Jhih-Syuan | en_US |
| dc.creator (作者) | Cho, Chang-Hoan | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 21-Mar-2018 17:35:19 (UTC+8) | - |
| dc.date.available | 21-Mar-2018 17:35:19 (UTC+8) | - |
| dc.date.issued (上傳時間) | 21-Mar-2018 17:35:19 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/116412 | - |
| dc.description.abstract (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. | en_US |
| dc.format.extent | 398394 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Broadcasting & Electronic Media, Vol.54, No.2, pp.316-336 | |
| dc.title (題名) | Antecedents and consequences of cross-media usage: A study of a TV program`s official web site | zh_TW |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1080/08838151003737998 | |
| dc.doi.uri (DOI) | https://doi.org/10.1080/08838151003737998 | |
