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    Title: 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
    Authors: 張方瑀
    Chang, Fang-Yu
    Contributors: 林日璇
    Lin, Jih-Hsuan
    張方瑀
    Chang, Fang-Yu
    Keywords: 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
    Date: 2018
    Issue Date: 2018-09-03 16:03:31 (UTC+8)
    Abstract: 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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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    103464047
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1034640472
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.COMM.037.2018.F05
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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