| dc.contributor | 資管系 | |
| dc.creator (作者) | 周致遠 | |
| dc.creator (作者) | Chou, Chih-Yuan;Tung, Hao-Ting | |
| dc.date (日期) | 2025-07 | |
| dc.date.accessioned | 2025-07-10 | - |
| dc.date.available | 2025-07-10 | - |
| dc.date.issued (上傳時間) | 2025-07-10 | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/157953 | - |
| dc.description.abstract (摘要) | This study investigates how ad repetition influences users’ willingness to engage in media multitasking (MMT) under varying task complexity. Drawing from boundary work theory and limited capacity theory, we conceptualize MMT as a dynamic process shaped by cognitive load and attention regulation. A mixed-methods design, integrating keystroke tracking and interviews, captures how individuals adapt multitasking strategies in response to repeated interruptions. Results are expected to reveal that ad repetition may both disrupt and enhance attentional engagement, depending on task complexity, offering theoretical contributions to digital advertising and practical implications for optimizing user experience in multitasking environments. | |
| dc.format.extent | 327411 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Proceeding of the 29th Pacific Asia Conference on Information Systems (PACIS 2025), Association for Information Systems | |
| dc.subject (關鍵詞) | media multitasking; task complexity; ad repetition; boundary work theory; attention regulation; limited capacity theory; keystroke analysis; digital advertising | |
| dc.title (題名) | The Changing Perspective: How Task Complexity Affects Willingness to Engage in Media Multitasking | |
| dc.type (資料類型) | conference | |
