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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/97095
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/97095

    Title: 完全媒體多工與非同時性綜效的比較
    The comparison of cross media synergies between media multitasking and non-multitasking
    Authors: 徐明佑
    Hsu, Ming Yu
    Contributors: 張郁敏
    Chang, Yuh Miin
    Hsu, Ming Yu
    Keywords: 媒體多工
    media multitasking
    cross media effect
    Date: 2016
    Issue Date: 2016-06-01 13:43:49 (UTC+8)
    Abstract: 隨著行動載具的普及,媒體多工的情況儼然已成為現代人消費媒體的主要型態,本研究透過綜效研究的脈絡去了解在完全媒體多工的情境下所呈現的高度認知資源競爭的同時順序性綜效,並且將其與低度認知資源競爭的非同時順序性綜效進行比較,以目前最普遍的智慧型手機與電視同時使用為例,讓消費者暴露在手機品牌官方網站與電視廣告中,試圖去理解他們在高度與低度認知資源競爭中的資訊處理歷程以及傳播效果的差異。
    Reference: 中文文獻





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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1024520083
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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