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題名 | 線上代理人對廣告效果之影響:以臨場感角度討論=The Effects of Online Agents on Advertising Effectiveness: The Presence Aspect |
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作者 | 駱少康; 鄭銘偉; Lo, Shao-kang; Cheng, Ming-wei; |
期刊 | 管理評論 |
出版日期 | 20100100 |
卷期 | 29:1 2010.01[民99.01] |
頁次 | 頁35-49+99-102 |
分類號 | 497.468 |
語文 | chi |
關鍵詞 | 線上代理人; 遠距臨場感; 社交臨場感; Online agents; Tele-presence; Social presence; |
中文摘要 | 本研究探討於商業網站廣告中融入代理人,以及使用不同擬人化程度代理人對於廣告效果之影響,並從臨場感的角度來討論。研究執行實驗設計,募集202名自願受試者,結果發現真人圖像的代理人能獲得較高程度的遠距與社交臨場感,且當消費者知覺到的臨場感較高,則會有較佳的網站態度、廣告態度、品牌態度與購買意願評量。 |
英文摘要 | This research proposes that commercial websites that use the anthropomorphic agents will positively influence the advertising effectiveness through the tele-presence and social presence aspect. This study conducted an experiment and recruited 202 volunteers. Results reveal that the real human image agents could acquire the higher tele-presence and social presence perception, and then gain the better attitude toward the website, attitude toward the advertisement, attitude toward the brand, and purchase intention. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。