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題名 陪我一起看吧！虛擬實境廣告中代言人共視與互動對廣告效果之影響－以社會臨場感為中介
The Effects of Co-viewing with Spokes-characters and Interactivity on Advertising Outcomes in Virtual Reality: Social Presence as a Mediator
作者 張方瑀
Chang, Fang-Yu
貢獻者 林日璇
Lin, Jih-Hsuan
張方瑀
Chang, Fang-Yu
關鍵詞 虛擬實境
廣告
虛擬代言人
廣告態度
社會臨場感
共視
互動性
日期 2018
上傳時間 3-Sep-2018 16:03:31 (UTC+8)
摘要 近年已經有多個結合虛擬實境技術的廣告案例出現，虛擬實境特性提供許多種「玩」廣告的方式，因此本研究想透過實證研究了解虛擬實境的特性，是否能產生更好的廣告效果。
     　　本研究探討在虛擬實境廣告中，有無虛擬代言人及虛擬代言人互動性對廣告效果的影響，分為三組以實驗法進行驗證，並討論社會臨場感的中介效果。
     　　研究結果顯示，有無虛擬代言人及虛擬代言人互動性對於廣告效果皆無顯著差異，社會臨場感在互動性與廣告效果之間也無產生中介效果，但在後續分析中發現，虛擬實境本身即為互動性極高的媒介，因此僅虛擬代言人出現就能影響社會臨場感。
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     鄭博文、陶振超（2011）。人如何處理電視新聞中的多資訊成分？從自動處理機制觀點探討結構特徵對注意力與記憶的影響。2011年中華傳播學會年會學術研討會，台灣，新竹。
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     HTC Vive Team （2017年4月18日）。什么是VR广告？人见人爱的全新黑科技！【VIVE】。取自https://blog.vive.com/cn/2017/04/18/vr-ad/
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464047
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1034640472
資料類型 thesis
dc.contributor.advisor 林日璇zh_TW
dc.contributor.advisor Lin, Jih-Hsuanen_US
dc.contributor.author (Authors) 張方瑀zh_TW
dc.contributor.author (Authors) Chang, Fang-Yuen_US
dc.creator (作者) 張方瑀zh_TW
dc.creator (作者) Chang, Fang-Yuen_US
dc.date (日期) 2018en_US
dc.date.accessioned 3-Sep-2018 16:03:31 (UTC+8)-
dc.date.available 3-Sep-2018 16:03:31 (UTC+8)-
dc.date.issued (上傳時間) 3-Sep-2018 16:03:31 (UTC+8)-
dc.identifier (Other Identifiers) G1034640472en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119976-
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) 103464047zh_TW
dc.description.abstract (摘要) 近年已經有多個結合虛擬實境技術的廣告案例出現，虛擬實境特性提供許多種「玩」廣告的方式，因此本研究想透過實證研究了解虛擬實境的特性，是否能產生更好的廣告效果。
     　　本研究探討在虛擬實境廣告中，有無虛擬代言人及虛擬代言人互動性對廣告效果的影響，分為三組以實驗法進行驗證，並討論社會臨場感的中介效果。
     　　研究結果顯示，有無虛擬代言人及虛擬代言人互動性對於廣告效果皆無顯著差異，社會臨場感在互動性與廣告效果之間也無產生中介效果，但在後續分析中發現，虛擬實境本身即為互動性極高的媒介，因此僅虛擬代言人出現就能影響社會臨場感。		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 6
     　　第一節　虛擬實境與廣告應用 6
     　　第二節　虛擬代言人 11
     　　第三節　共視 14
     　　第四節　互動性 18
     　　第五節　社會臨場感 21
     第三章　研究方法 25
     　　第一節　實驗設計 25
     　　第二節　實驗物 27
     　　第三節　變項測量 33
     第四章　研究結果與分析 25
     　　第一節　實驗受測者樣本分析 25
     　　第二節　量表信度分析 39
     　　第三節　操弄檢定 40
     　　第四節　假設檢定 41
     第五章　研究結論與建議 25
     　　第一節　研究結論 46
     　　第二節　研究限制與未來研究方向 51
     參考文獻 52
     附錄 62		zh_TW
dc.format.extent 1231443 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1034640472en_US
dc.subject (關鍵詞) 虛擬實境zh_TW
dc.subject (關鍵詞) 廣告zh_TW
dc.subject (關鍵詞) 虛擬代言人zh_TW
dc.subject (關鍵詞) 廣告態度zh_TW
dc.subject (關鍵詞) 社會臨場感zh_TW
dc.subject (關鍵詞) 共視zh_TW
dc.subject (關鍵詞) 互動性zh_TW
dc.title (題名) 陪我一起看吧！虛擬實境廣告中代言人共視與互動對廣告效果之影響－以社會臨場感為中介zh_TW
dc.title (題名) The Effects of Co-viewing with Spokes-characters and Interactivity on Advertising Outcomes in Virtual Reality: Social Presence as a Mediatoren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 周文忠（2005）。〈虛擬實境之意義與應用〉。《資訊科學應用期刊》。1，121-127。
     張玉琳、李秋滿（2014）。〈以媒介豐富與社會臨場感理論探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響〉。《電子商務研究》，12，419-449。
     鄭博文、陶振超（2011）。人如何處理電視新聞中的多資訊成分？從自動處理機制觀點探討結構特徵對注意力與記憶的影響。2011年中華傳播學會年會學術研討會，台灣，新竹。
     林亞駿（2012）。從社會促進理論探討影響使用科技英語平台動機因素（碩士論文）。取自臺灣博碩士論文系統。（系統編號100NCKU5028093）
     Chris （2016年6月2日）。VR 頭盔/眼鏡是什麼？Cardboard 跟 hTC Vive 又到底差在哪？其實夜市也有賣！【INSIDE】。取自https://www.inside.com.tw/2016/06/02/vr-cardboard-htc-vive
     HTC Vive Team （2017年4月18日）。什么是VR广告？人见人爱的全新黑科技！【VIVE】。取自https://blog.vive.com/cn/2017/04/18/vr-ad/
     巴哈姆特 （2017年1月7日）。PC單機遊戲VR 新作《駭客紀元》一手體驗 施展殺球來打倒電腦病毒吧！【巴哈姆特】。取自https://gnn.gamer.com.tw/8/142188.html
     朱灼文（2016年8月15日）。掌握VR / AR 創意行銷貼近顧客心【動腦雜誌】。取自http://www.brain.com.tw/news/articlecontent?ID=43644&sort=
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.COMM.037.2018.F05en_US