臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：虛擬角色代言人對網路廣告的影響--擬社會互動與產品涉入的干擾效果
書刊名：資訊管理學報
作者：耿慶瑞 引用關係／丁慧瑩／鄭璧嫻
作者(外文)：Keng, Ching-jui／Ting, Hui-ying／Cheng, Pi-hsien
出版日期：2012
卷期：19:2
頁次：頁439-473
主題關鍵詞：虛擬角色代言人；擬社會互動；產品涉入；Avatar；Parasocial interaction；PSI；Product involvement
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:16
  • 點閱點閱:54
本研究應用社會回應理論的社交線索，依據文獻中對於角色代言人的特性，設計出專家和吸引型兩種角色，利用實驗設計、網路問卷調查法，樣本回收1569人，扣除無效樣本285份，正式有效樣本1284人。研究發現：虛擬角色代言人可提升消費者的品牌態度和購買意願。擬社會互動程度與虛擬角色代言人具有交互作用，當使用者對網站的擬社會互動程度高時，虛擬角色代言人呈現的廣告說服效果較好；反之則是否利用虛擬角色代言人並無差異。不同類型的虛擬角色人物呈現（專家和吸引型角色）與產品涉入程度具有交互作用，當使用者對產品涉入程度高時，專家代言人物之廣告說服效果較好；反之則專家型或吸引型角色呈現對於廣告說服效果並無差異。
According to the social cues in social response theory and the characteristics of avatar, we design two types of avatar (expert and attractive role) in this study. Experimental design and online survey are used to test the hypotheses. In total, 1569 questionnaires were collected, of which 285 were invalid, and 1284 were valid. The research result is as follows: Avatar will influence brand attitude and purchase intention. The parasocial interaction (PSI) has the moderating effect, consumers with a high degree of PSI, the advertisement using avatar has the greater advertising effect. The involvement with product has the moderating effect between different type of avatar (expert and attractive role) and advertising effect, consumers with a high degree of product involvement, expert avatar has the greater advertising effect.
期刊論文
1.耿慶瑞、黃思明、洪順慶(20010100)。WWW互動廣告與傳統廣告效果之比較。資訊管理研究，3(1)，25-53。new window  延伸查詢new window
2.Liu, Matthew Tingchi、Huang, Yu‐Ying、Minghua, Jiang(2007)。Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China。Journal of Consumer Marketing，24(6)，358-365。  new window
3.Kaltcheva, Velitchka D.、Weitz, Barton A.(2006)。When Should a Retailer Create an Exciting Store Environment?。Journal of Marketing，70(1)，107-118。  new window
4.Callcott, Margaret F.、Lee, Wei-Na(1995)。Establishing the spokes-character in academic inquiry: historical overview and framework for definition。Advances in Consumer Research，22，144-151。  new window
5.Nass, C.、Steuer, J.(1993)。Voices, Boxes and Sources of Messages Computers and Social Actors。Human Communication Research，19(4)，504-527。  new window
6.Cohen, Joel B.(1983)。Involvement and You: 100 Great Ideas。Advances in Consumer Research，10(1)，32-39。  new window
7.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
8.Friedman, H.、Termini, S.、Washington, R.(1977)。The effectiveness of advertisements utilizing four types of endorsers。Journal of Advertising，5(3)，22-24。  new window
9.Garretson, Judith A.、Niedrich, Ronald W.(2004)。Spokes-characters: Creating character trust and positive brand attitudes。Journal of Advertising，33(2)，25-36。  new window
10.McGoldrick, P. J.、Keeling, K. A.、Beatty, S. F.(2008)。A typology of roles for avatars in online retailing。Journal of Marketing Management，24(3/4)，433-461。  new window
11.耿慶瑞、黃思明、洪順慶(20020300)。WWW互動廣告效果之研究。管理學報，19(1)，1-39。new window  延伸查詢new window
12.Friedman, Hershey H.、Friedman, Linda(1979)。Endorser Effectiveness by Product Type。Journal of Advertising Research，19(5)，63-71。  new window
13.Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research，24(5)，33-41。  new window
14.Eroglu, Sevgin A.、Machleit, Karen A.、Davis, Lenita M.(2003)。Empirical testing of a model of online store atmospherics and shopper responses。Psychology and Marketing，20(2)，139-150。  new window
15.Lutz, R. J.、MacKenzie, S. B.、Belch, G. E.(1983)。Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences。Advances in Consumer Research，10(1)，532-539。  new window
16.Lurie, N. H.、Mason, C. H.(2007)。Visual Representation: Implications for Decision Making。Journal of Marketing，71(1)，160-177。  new window
17.Wang, L. C.、Baker, J.、Wagner, J. A.、Wakefield, Kirk(2007)。Can a Retail Web Site Be Social?。Journal of Marketing，71(3)，143-157。  new window
18.Keng, C.-J.、Lin, H.-Y.(2006)。The Impact of Telepresence Levels on Internet Advertising Effects。Cyberpsychology & Behavior，9(1)，82-94。  new window
19.Holzwarth, Martin、Janiszewski, Chris、Neumann, Marcus M.(2006)。The Influence of Avatars on Online Consumer Shopping Behavior。Journal of Marketing，70(4)，19-36。  new window
20.Doney, Patricia M.、Cannon, Joseph P.(1997)。An Examination of the nature of trust in buyer-seller relationships。Journal of Marketing，61(2)，35-51。  new window
21.Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising，23(4)，59-70。  new window
22.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
23.Brady, Michael K.、Cronin, J. Joseph Jr.(2001)。Some New Thoughts on Conceptualizing Perceived Service Quality: a Hierarchical Approach。Journal of Marketing，65(3)，34-49。  new window
24.Ohanian, Roobina(1991)。The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase。Journal of Advertising Research，31(1)，46-54。  new window
25.Kelman, Herbert C.(1961)。Processes of Opinion Change。Public Opinion Quarterly，25(1)，57-78。  new window
26.Giles, David C.(2002)。Parasocial interaction: a review of the literature and a model for future research。Media Psychology，4(3)，279-305。  new window
27.Nelson, Phillip(1970)。Information and Consumer Behavior。Journal of Political Economy，78(2)，311-329。  new window
28.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。  new window
29.Urde, Mats(1994)。Brand orientation: A strategy for survival。Journal of Consumer Marketing，11(3)，18-32。  new window
30.Rubin, Alan M.、Perse, Elizabeth M.、Powell, Robert A.(1985)。Loneliness, parasocial interaction, and local television news viewing。Human Communication Research，12(2)，155-180。  new window
31.Gates, M.(1989)。Creative Licensing。Incentive，163，32-36。  new window
32.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
33.Morkes, J.、Kernal, H. K.、Nass, C. I.(1999)。Effects of humor in task-oriented human-computer interaction and computer-mediated communication: a direct test of SRCT theory。Human-Computer Interaction，14(4)，395-435。  new window
34.Phillips, B.、Lee, W. N.(2005)。Interactive animation: exploring spokes-characters on the Internet。Journal of Current Issues and Research in Advertising，27(1)，1-17。  new window
35.Redmond, W.H.(2002)。The potential impact of artificial shopping agents in E-commerce markets。Journal of Interactive Marketing，16(1)，56-66。  new window
36.Barlow, A. K. J.、Siddiqui, N. Q.、Mannion, M.(2004)。Development in information and communication technologies for retail marketing channels。International Journal of Retail and Distribution Management，32(2/3)，157-163。  new window
37.Brian, D.T.、Shimp, T.A.(1998)。Endorsers in advertising: The case of negative celebrity information。Journal of Advertising，27(1)，67-82。  new window
38.Callcott, M.F.、Phillips, B.J.(1996)。‘Elves make good cookies: Creating likable spokes-character advertising。Journal of Advertising Research，36，73-79。  new window
39.Choi, Y.K.、Miracle, G.E.、Biocca, F.(2001)。The effects of anthropomorphic agents on advertising effectiveness and the mediating role of presence。Journal of Interactive Advertising，2(1)，19-32。  new window
40.Clarke, K.、Belk, R.W.(1979)。The effects of product involvement and task definition on anticipated consumer effort。Advances on consumer Research，6(1)，313-318。  new window
41.Dehn, D.、Mulken, S.(2000)。The impact of animated interface agents: a review。International Journal of Human-Computer Studies，52(1)，1-22。  new window
42.Dotson, M.J.、Hyatt, E.M.(2000)。Religious symbols as peripheral cue in advertising: a replication of the elaboration likelihood model。Journal of Business Research，48(1)，pp.63-68。  new window
43.Horton, D.、Wohl, R.R.(1956)。Mass communication and parasocial interaction。Psychiatry，19(3)，215-229。  new window
44.Kapferer. J.N.、Laurent, G.(1993)。Further evidence on the consumer involvement profiles: five antecedents of involvement。Psychology and Marketing，10(4)，347-355。  new window
會議論文
1.Daugherty, T.、Li, H.、Biocca, F.(2001)。Consumer Learning and 3-D Ecommerce: The Effects of Sequential Exposure of a Virtual Experience Relative to Indirect and Direct Product Experience on Product Knowledge, Brand Attitude and Purchase Intention。The Experiential E-commerce conference。East Lansing：M. I. N. D. Lab, Michigan State University。  new window
2.Callcott, M.F.、Alvey, P.A.(1991)。Toons selll... and sometimes they don't: an advertising spokes-character typology and exploratory study43-52。  new window
研究報告
1.Moon, Y.(1998)。The effects of “Canned” personalization on outcomes in an interactive marketing situation。  new window
2.Moon, Y.(1998)。When the computer is the salesperson: consumer responses to computer personalities in interactive marketing situations. working paper。  new window
學位論文
1.詹俊坤(1993)。不同產品類別、廣告代言人型態對消費者廣告效果之研究(碩士論文)。國立中央大學。  延伸查詢new window
2.田治平(2006)。角色代言人在推敲可能性模式的影響途徑(碩士論文)。國立中央大學。  延伸查詢new window
3.蔡燕婷(2001)。廣告代言人、廣告訴求對廣告效果的影響(碩士論文)。淡江大學。  延伸查詢new window
4.練乃華(1990)。推薦式廣告之溝通效果研究(碩士論文)。國立臺灣大學。  延伸查詢new window
5.Raman, N.V.(1996)。Determinants of Desired Exposure to Interactive Advertising(碩士論文)。  new window
6.呂憶蘭(2008)。虛擬代言人物類型對網路廣告效果影響之研究。國立台北大學，台北市。  延伸查詢new window
圖書
1.Ball-Rokeach, S. J.、Rokeach, M.、Grube, J. W.(1984)。The great American values test: Influencing behavior and belief through television。London, UK：Collier Macmillan Publishers。  new window
2.Reeves, B.、Nass, C.(1996)。The Media Equation。Stanford, CA：Cambridge University Press。  new window
3.Ajzen, I、Fishbein, M.(1975)。Understanding attitudes and predicting social behaviour。New Jersey：Prentice-Hall。  new window
4.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
5.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
6.Schiffman, Leon G.、Kanuk, Leslie Lazar、Wisenblit, J.(2000)。Consumer Behavior。Prentice-Hall。  new window
7.Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York：Springer-Verlag。  new window
8.Mehrabian, Albert、Russell, James A.(1974)。An Approach to Environmental Psychology。MIT Press。  new window
9.G&J Electronic Media Services.(2001)。7th Wave of the GfK-Online-Monitor。Hamburg。  new window
其他
1.  延伸查詢new window
圖書論文
1.Hoerner, J.(1999)。Scaling the web: a parasocial interaction scale for world wide web sites。Advertising and the World Wide Web。New Jersey：Lawrenece Erlbaum。  new window
2.Rosengren, Karl Erik、Windahl, Swen(1972)。Mass media consumption as a functional alternative。Sociology of mass communication。Penguin。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關書籍
 
無相關著作
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：644（臺灣：643，外國：1） ／ 本年度總使用人次：1931025 ／ 訪客人次（自102年09月）：67727717
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上