線上代理人對廣告效果之影響：以臨場感角度討論__臺灣人文及社會科學引文索引資料庫

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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
書刊名：	管理評論
作者：	駱少康／鄭銘偉
作者(外文)：	Lo, Shao-kang／Cheng, Ming-wei
出版日期：	2010
卷期：	29:1
頁次：	頁35-49+99-102
主題關鍵詞：	線上代理人；遠距臨場感；社交臨場感；Online agents；Tele-presence；Social presence
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(6) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:6 共同引用:0 點閱:109

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。

以文找文

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.

以文找文

期刊論文
1.	Singh, Surendra N.、Dalal, Nikunj P.(1999)。Web Home Pages as Advertisements。Communications of the ACM，42(8)，91-98。
2.	Dehn, Doris M.、Susanne van Mulken(2000)。The Impact of Animated Interface Agents:A review of Empirical Research。International Journal of Human Computer Studies，52(1)，1-22。
3.	Fontaine, Gary(1992)。The Experience of A Sense of Presence in Intercultural and International Encounters。Presence: Teleoperators and Virtual Environments，1(4)，482-490。
4.	Luo, J. T.、McGoldrick, P.、Beatty, S.、Keeling, K. A.(2006)。On-screen characters: Their design and influence on consumer trust。Journal of Services Marketing，20(2)，112-124。
5.	Rice, Ronald E.、Douglass Hughes、Gail Love(1989)。Usage and Outcomes of Electronic Messaging at An R&D Organization: Situational Constraints, Job Level, and Media Awareness。Office: Technology and People，5(2)，141-161。
6.	Qiu, Lingyun、Benbasat, Izak(2005)。An Investigation into the Effects of Text-To-Speech Voice and 3D Avatars on the Perception of presence and Flow of Live Help in Electronic Commerce。ACM Transactions on Computer-Human Interaction，12(4)，329-355。
7.	Brent, Edward、G. Alan Thompson(1999)。Sociology: Modeling Social Interaction with Autonomous Agents。Social Science Computer Review，17(3)，313-322。
8.	Palopoli, Luigi, Domenico Rosaci and Domenico Ursino(2006)。Agents’ Roles in B2C E-Commerce。AI Communications，19(2)，95-126。
9.	Dunsworth, Qi、Atkinson, Robert K.(2007)。Fostering Multimedia Learning of Science: Exploring the Role of An Animated Agent's Image。Computers & Education，49(3)，677-690。
10.	Hassanein, Khaled、Head, Milena(2007)。Manipulating Perceived Social Presence Through the Web Interface and Its Impact on Attitude Towards Online Shopping。International Journal of Human-Computer Studies，65(8)，689-708。
11.	Walther, Joseph B.、Burgoon, Judee K.(1992)。Relational communication in computer-mediated interaction。Human Communication Research，19(1)，50-88。
12.	Chen, Qimei、Clifford, Sandra J.、Wells, William D.(2002)。Attitude toward the site II: New information。Journal of Advertising Research，42(2)，33-45。
13.	Klein, Lisa(2003)。Creating Virtual Product Experience: the Role of Virtual Telepresence。Journal of Interactivity Marketing，17(1)，41-55。
14.	Gefen, D. W.、Straub, D. W.(1997)。Gender differences in the perception and use of E-mail: an extension to the Technology Acceptance Model。Management Information Systems Quarterly，21(4)，389-400。
15.	Bruner, Gordon C. II、Kumar, Anand(2000)。Web commercials and advertising hierarchy of effects。Journal of Advertising Research，40(1/2)，35-42。
16.	Straub, D. W.(1994)。The effect of culture on IT diffusion: E-mail and fax in Japan and the U.S.。Information Systems Research，5(1)，23-47。
17.	Straub, D.、Karahanna, E.(1998)。Knowledge worker communications and recipient availability: Toward a task closure explanation of media choice。Organization Science，9(2)，160-175。
18.	Li, H.、Daugherty, T.、Biocca, F.(2003)。The role of virtual experience in consumer learning。Journal of Consumer Psychology，13(4)，395-407。
19.	Gefen, D.、Straub, D. W.(2003)。Managing user trust in B2C e-services。e-Service Journal，2(2)，7-24。
20.	Heeter, Carrie(1992)。Being there: The subjective experience of presence。Presence: Teleoperators and Virtual Environments，1(2)，262-271。
21.	Holzwarth, Martin、Janiszewski, Chris、Neumann, Marcus M.(2006)。The Influence of Avatars on Online Consumer Shopping Behavior。Journal of Marketing，70(4)，19-36。
22.	Klein, Lisa R.(1998)。Evaluating the Potential of Interactive Media Through a New Lens: Search versus Experience Goods。Journal of Business Research，41(3)，195-203。
23.	Brown, Steven P.、Stayman, Douglas M.(1992)。Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis。Journal of Consumer Research，19(1)，34-51。
24.	Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising，23(4)，59-70。
25.	Nowak, Kristine L.、Biocca, Frank(2013)。The Effect of the Agency and Anthropomorphism on users' Sense of Telepresence, Copresence, and Social Presence in Virtual Environments。Presence: Teleoperators & Virtual Environments，12(5)，481-494。
26.	Chang, Yuhmiin、Thorson, Esther(2004)。Television and Web Advertising Synergies。Journal of Advertising，33(2)，75-84。
27.	Lombard, Matthew、Ditton, Theresa(1997)。At the heart of it all: The concept of presence。Journal of Computer-Mediated Communication，3(2)。
28.	Rafaeli, Sheizaf、Sudweeks, Fay(1997)。Networked Interactivity。Journal of Computer-mediated Communication，2(4)。
29.	Steuer, Jonathan S.(1992)。Defining Virtual Reality: Dimensions Determining Telepresence。Journal of Communication，42(4)，73-93。
30.	Acker, Stephen R. and Steven R. Levitt(1987)。Designing Videoconference Facilities for Improved Eye Contact。Journal of Broadcasting and Electronic Media，31(2)，181-191。
31.	Bailenson, Jeremy N., Kim Swinth, Crystal Hoyt, Susan PerskyAlex Dimov and Jim Blascovich(2005)。The Independent and Interactive Effects of Embodied-Agent Appearance and Behavior on Self-Report, Cognitive, and Behavioral Markers of Copresence in Immersive Virtual Environments。Presence: Teleoperators and Virtual Environments，14(4)，379-393。
32.	Choi, Yung Kyun, Gordon E. Miracle and Frank Biocca(2001)。The Effects of Anthropomorphic Agents on Advertising Effectiveness and the Mediating Role of Presence。Journal of Interactive Advertising，2(1)，3-21。
33.	Draper, John V., David B. Kaber and John M. Usher(1998)。Telepresence。Human Factors，40(3)，354-375。
34.	Dryer, D. Christopher(1999)。Getting Personal with Computers: How to Design Personalities for Agents。Applied Artificial Intelligence，13(3)，273-295。
35.	Hopkins, Christopher D., Mary Anne Raymond and Anu Mitra(2004)。Consumer Responses to Perceived Telepresence in the Online Advertising Environment: The Moderating Role of Involvement。Marketing Theory，4（1-2），137-162。
36.	Hwang, Jang-Sun, Sally J. McMillan and Guiohk Lee(2003)。Corporate Web Sites as Advertising: An Analysis of Function, Audience, and Message Strategy。Journal of Interactive Advertising，3(2)，137-162。
37.	Lee, Kwan Min(2004)。Why Presence Occurs: Evolutionary Psychology, Media Equation, and Presence。Presence: Teleoperators and Virtual Environments，13(4)，494-505。
38.	McBreen, Helen M. and Mervyn A. Jack(2001)。Evaluating Humanoid Synthetic Agents in E-retail Applications。IEEE SMC Transactions，31(5)，394-405。
39.	Nan, Xiaoli, George Anghelcev, Jun Rong Myers, Sela Sar and Ronald J. Faber(2006)。What If A Website Can Talk? Exploring the Persuasive Effects of Web-Based Anthropomorphic Agents。Journalism and Mass Communication Quarterly，83(3)，615-631。
40.	Nowak, Kristine L. and Christian Rauh(2008)。Choose Your ‘Buddy Icon’ Carefully: The Influence of Avatar Androgyny, Anthropomorphism and Credibility in Online Interactions。Computers in Human Behavior，24(4)，1473-1493。
41.	Pertaub, David-Paul, Mel Slater and Chris Barker(2002)。An Experiment on Public Speaking Anxiety in Response to Three Different Types of Virtual Audience。Presence: Teleoperators and Virtual Environments，11(1)，68-78。
42.	Stevenson, Julie S., Gordon C. Bruner II and Anand Kumar(2000)。Web Page Background and Viewer Attitudes。Journal of Advertising Research，40 (1&2)，29-34。
43.	Suh, Kil-Soo and Sunhye Chang(2006)。User Interfaces and Consumer Perceptions of Online Stores: The Role of Telepresence。Behavior and Information Technology，25(2)，99-113。
44.	Acer, Stephen R.、Steven R. Levitt(1987)。Esigning Veideoconference Facilities for Improved Eye Contact。Journal of Broadcasting and Electronic Media，31(2)，181-191。
45.	Choi, Yung Kyun、Gordon E. Miracle、Frank Biocca(2001)。The Effects of Anthropomorphic Agents on Advertising Effectivencess and the Mediating Role of Presence。Journal of Interactive Advertising，2(1)，3-21。
46.	Hopkins, Christopher D.、Mary Anne Raymond、Anu Mitra(2004)。Consumer Regponses to Perceived Telepresence in the Online Advertising Environment: The Moderating Role of Involvement。Marketing Theory，4(1/2)，137-162。
47.	Hwang, Jang-Sun、Sally J. McMillan、Guiohk Lee(2003)。Corporate Web Sites as Advertising: An Analysis of Function, Audience, and Message Strategy。Journal of Interactive Advertising，3(2)，137-162。
48.	Nan, Xiaoli、George Anghelcev、Jun Rong Myers、Sela Sar、Ronald J. Faber(2006)。What If A Website Can Talk? Exploring the Persuasive Effects of Web-Based Anthropomorphic Agents。Journalism and Mass Communication Quarterly，83(3)，615-631。
49.	McBreen, Helen M.、Jack, Metrvyn A.(2001)。Evaluating Humanoid Synthetic Agents in E-retail Applications。IEEE Transactions on Systems, Man, and Cybernetics--Part A: Systems and Humans，31(5)，394-405。
50.	Bailenson, Jeremy N.、Kim Swinth、Crystal Hoyt、Susan Persky Dimov、Jim Blascovich(2005)。The Incependent and Interactive Effects of Embodied-Agent Appearance and Behavior on Self-Report, Cognitive, and Behavioral Markers of Copresence in Immersive Virtual Environment。Presence: Teleoperators and Virtual Environments，14(4)，379-393。
51.	Brent, Edward、G. Alan Thompson(1999)。Sociology: Modeling Social Interaction with Autonomous Agent。Social Science Computer Review，17(3)，313-322。
52.	Klein, Lisa R.(2003)。Creating Virtual Product Experiences: The Roie of Telepresence。Journal of Interactive Marketing，17(1)，41-55。
53.	Lee, Kwan Min(2004)。Why Presence Occurs: Evolutionary Psychology, Media Equation, and Presence。Presence: Teleoperators and Virtual Environments，13(4)，494-505。
54.	Draper, John V.、David B. Kaber、John M. Usher(1998)。Telepresence。Human Factors，40(3)，354-375。
55.	Dryer, D. Christopher(1999)。Getting Personal with Computers: How to Design Personalities for Agents。Applied Artificial Intelligence，13(3)，273-295。
56.	Gefen, David、Detmar W. Straub(1997)。Gender Differences in Perception and adoption of E-Mail: An Extension to the Technology Acceptance Mode。MIS Quarterly，21(4)，389-400。
57.	Biocca, Frank(1997)。The Cyborg's Dilemma: Progressive Embodiment in Virtual Environments。Journal of Computer-Mediated Communication，3(2)。
58.	Pertaub, David-Paul、Mel Slater、Chris Barker(2002)。An Experiment on Public Speaking Anxiety in Response to Three Different Types of Virtual Audience。Presence: Teleoperators and Virtual Environments，11(1)，68-78。
59.	Nowak, Kristine L.(2004)。The Influence of Anthropomorphism and Agency on Social Judgment in Virtual Environments。Journal of Computer-Mediated Communication，9(2)。
60.	Nowak, Kristine L.、Frank Biocca(2003)。The Effect of the Agency and Anthropomorphism ou Users' Sense of Telepresence, Copresence, and Social Presence in Virtual Environmetns。Presence: Teleoperators and Virtual Environments，12(5)，481-494。
61.	Nowak, Kristime L.、Christian Rauh(2005)。The Influence of the Avatar on Online Perceptions of Anthropomorphism, Androgyny, Credibility, Homophily ; Attaction。Journal of Computer Mediated Communication，11(1)。
62.	Nowak, Kristime L.、Christian Rauh(2008)。Choose Your 'Buddy Icon' Carefully: The Icon' Carefully: The Influence of Avatar Androgyny, Anthropomorphism and Credibility in Online Interactions。Computers in Human Behavior，24(4)，1473-1493。
63.	Straub, Dermar(1994)。The Effect of Culture on IT Kiffusion: E-Mail and FAX in Japan and the US。Information Systems Research，5(1)，23-47。
64.	Suh, Kil-Soo、Sunhye Chang(2006)。User Interfaces and Consumer Perceptions of Online Stores: The Role of Telepresence。Behavior and Information Technology，25(2)，99-113。
65.	Stevenson, Julie S.、Gordon C. Bruner II、Anand Kumar(2000)。Web Page Background and Viewer Attitudesw。Journal of advertising research，40(1/2)，29-34。

會議論文
1.	Garau, Maia, Mel Slater, Vinoba Vinayagamoorthy, Andrea Brogni, Anthony Steed and M. Angela Sasse(2003)。The Impact of Avatar Realism and Eye Gaze Control on Perceived Quality of Communication in A Shared Immersive Virtual Environment。Florida。5-10。
2.	King, William Joseph and Jun Ohya(1996)。The Representation of Agents: Anthropomorphism, Agency, and Intelligence。New York。289-290。
3.	Koda, Tomoko and Pattie Maes(1996)。Agents with Faces: The Effect of Personification。Tsukuba。189-194。
4.	Parise, Salvatore, Sara Kiesler, Lee Sproull and Keith Waters(1996)。My Partner is a Real Dog: Cooperation with Social Agents。New York。399-408。
5.	Slater, Mel, J. Howell, Anthony Steed, David-Paul Pertaub, Maia Garau and Sharon Springel(2000)。Acting in virtual reality。New York。103-110。
6.	Zanbaka, Catherine、Goolkasian, Paula、Hodges, Larry F.(2006)。Can A Virtual Cat Persuade You? The Role of Gender and Realism in Speaker Persuasiveness。The SIGCHI conference on Human Factors in computing systems。New York：ACM Press。1153-1162。
7.	Poh, Desmond Minh Hou and Stewart Adam(2002)。An Exploratory Investigation of Attitude Toward the Website and the Advertising Hierarchy of Effects。New South Wales。620-631。
8.	Garau, Maia、Mel Slater、Vinoba Vinayagamoorthy、Andrea Brogni、Anthony Steed、M. Angela Sasse(2003)。The Impact of Avatar Realism and Eye Gaze Control on Perceived Quality of Communication in A Shared Immersive Virtual Environment。Florida。
9.	King, William Joseph、Jun Ohya(1996)。The Representation of Agents: Anthropomorphism, Agency, and Intelligence。New York。289-290。
10.	Koda, Tomoko、Pattie Maes(1996)。Agents with Faces: The Effect of Personification。Tsukuba。189-194。
11.	Parise, Salvators、Sara Kesler、Lee Sproull、Keith Waters(1996)。My Partner is a Real Dog: Cooperation with social Agents。New York。399-408。
12.	Poh, Desmond Minh Hou、Stewart Adam(2002)。An Explorator Investigation of Attitude Toward the website and the Advertising Hierarchy of Effects。New South Wales。620-631。
13.	Slater, Mel、J., Howell、Anthony Steed、David-Paul Pertaub、Maia Garau、Sharon Springel(2000)。Acting in virtual reality。New York。103-110。
14.	Zanbaka, Catherine、Paula Goolkasian、Larry F. Hodges(2006)。Can A Virtual Cat Persuade You? The Role of Gender and Realism in Speaker Persuasiveness。New York。1153-1162。

圖書
1.	Reeves, B.、Nass, C.(1996)。The Media Equation: How People Treat Computer, Television, and New Media Like Real People and Places。Cambridge：Cambridge University Press。
2.	Solomon, Michael R.(2008)。Consumer Behavior: Buying, Having, Being.。British：Pearson, Prentice Hall。
3.	Cassell, Justin、Joseph Sullivan、Scott Prevost、Churchill F. Elizabeth(2000)。Embodied Conversational Agents。Cambridge：The MIT Press。
4.	Turkle, S.(1995)。Life on the screen: identity in the age of the Internet。New York, NY：London：Touchstone, Simon ＆ Schuster：Weidenfeld & Nicolson。
5.	Rogers, Everett M.(1986)。Communication Technology: The New Media in Society。New York：Free Press。
6.	Short, John A.、Williams, Ederyn、Christie, Bruce(1976)。The Social Psychology of Telecommunications。John Wiley & Sons。
7.	Slater, Mel and Anthony Steed(2002)。Meeting people virtually: experiments in shared virtual environments。The Social Life of Avatars: Presence and Interaction In Shared Virtual Environments。London。
8.	Taylor, Tina Lynn(2002)。Living Digitally: Embodiment in Virtual Worlds。The Social Life of Avatars: Presence and Interaction in Shared Virtual Environments。London。
9.	Taylor, Tina Lynn(2002)。Living Digitally: Embodiment in virtual Worlds。The Social Life of Avatars: Presence and Interaction in Shared Virtual Environments。London。
10.	Slater, Mel、Anthony steed(2002)。Meeting people virtually: experimentsw in shared virtual environments。The Social Life of Avaters: Presence and Interaction In Shared Virtual Environments。London。

其他
1.	Reeves, Byron(1991)。Being There: Television as Symbolic Versus Natural Experience，Stanford, California。

圖書論文
1.	Biocca, F.、Delaney, B.(1995)。Immersive Virtual Reality Technology。Communication in the Age of Virtual Reality。Hillsdale, NJ：Lawrence Erlbaum and Associates。

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