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題名:Interactive Advertising and Its Effectiveness: An Exploratory Study of Cross-National Computer Users
書刊名:廣告學研究
作者:楊忠川
作者(外文):Yang, Chung-chuan
出版日期:1996
卷期:8
頁次:頁27-65
主題關鍵詞:互動式廣告
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(6) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:0
  • 點閱點閱:38
期刊論文
1.Rice, Ronald E.、Borgman, C. L.(1983)。The use of computer-monitored data in information science and communication research。Journal of the American Society for Information Science,34(4),247-256。  new window
2.Schaffer, L. C.、Hannafin, M. J.(1986)。The effects of progressive interactivity on learning from interactive video。Educational Communication and Technology,34(2),89-96。  new window
3.Onkvisit, Sak、Shaw, John J.(1987)。Standardized International Advertising: A Review and Critical Evaluation of the Theoretical and Empirical Evidence。Columbia Journal of World Business,22(3),43-55。  new window
4.Westin, S.、Mundorf, N.、Dholakia, N.(1993)。Exploring the use of computer-mediated communication: A simulation approach。Telematics and Informatics,10(2),89-102。  new window
5.Brucks, M.(1990)。Computer-controlled experimentation in consumer decision making and judgment。Advances in consumer research,17,905-909。  new window
6.Harbeson, P. J.(1989)。Soft sell with software。LIMRA's MarketFacts,8(7),30-31。  new window
7.Levin, G.(19930405)。Interactive makes a splash。Advertising Age,S1。  new window
8.Landler, M.、Zinn, L.(19930712)。Will the information highway bypass Mad Ave?。Business Week,118-119。  new window
9.Main, J.(19890828)。How to go global--an why。Fortune,70-76。  new window
10.O'Connor, R. D.(1989)。The future of advertising。Vital Speeches,55(19),583-587。  new window
11.Mitchell, A. A.、Olson, J. C.(1981)。Are product attribute beliefs he only mediator of advertising effects on brand attitude?。Journal of Marketing Research,18,318-332。  new window
12.Zinkhan, G. M.、Locander, W. B.、Leigh, J. H.(1986)。Dimensional relationships of aided recall and recognition。Journal of Advertising,15(1),38-46。  new window
13.Yovovich, B. G.(19940124)。Burnett's interactive crystal ball: Spittler leads agency search for new media research。Advertising Age,16-21。  new window
14.Winski, J. M.(19930405)。In interactive, consumers taking control。Advertising Age,S2。  new window
15.Thackray, J.(1985)。Much ado about global advertising。Newsweek。  new window
16.Verhage, B.、Dahringer, L. D.、Cundiff, E. W.(1989)。Will global marketing strategy work? An energy conservation perspective。Journal of the Academy of Marketing Science,17(2),129-136。  new window
17.Whitelock, J.、Chung, D.(1989)。Cross-cultural advertising: An empirical study。International Journal of Advertising,8,291-310。  new window
18.Stewart, D. W.(1992)。Speculations on the future of advertising research。Journal of Advertising,21(3),1-18。  new window
19.Synodinos, N. E.、Keown, C. F.、Jacobs, L. W.(1989)。Transnational advertising practices: A survey of leading brand advertisers in fifteen countries。Journal of Advertising Research,29,43-50。  new window
20.Rosenberg, L. J.(1975)。Cross-cultural study finds ad appeals should differ from country to country。Marketing News,6。  new window
21.Samli, A. C.、Wills, J. R.、Jacobs, L.(1993)。Developing global products and marketing strategy: A rejoinder。Journal of the Academy of Marketing Science,21(1),79-83。  new window
22.Beatty, Sharon E.、Smith, Scott M.(1987)。External search effort: An investigation across several product categories。Journal of Consumer Research,14(1),83-95。  new window
23.Levitt, Theodore(1983)。The Globalization of Markets。Harvard Business Review,61(3),92-102。  new window
24.Chaiken, Shelly(1980)。Heuristic versus Systematic Information Processing and the Use of Source versus Message Cues in Persuasion。Journal of Personality and Social Psychology,39(5),752-766。  new window
25.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research,12(3),341-352。  new window
26.MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing,53(2),48-65。  new window
27.Jain, Subhash C.(1989)。Standardization of International Marketing Strategy: Some Research Hypotheses。Journal of Marketing,53(1),70-79。  new window
28.Greenwald, Anthony G.、Leavitt, Clark(1984)。Audience Involvement in Advertising: Four Levels。Journal of Consumer Research,11(1),581-592。  new window
29.Kapferer, Jean-Noel、Laurent, Gilles(1985)。Consumer involvement profiles: a new practical approach to consumer involvement。Journal of Advertising Research,25(6),48-56。  new window
30.Bloch, Peter H.、Richins, Marsha L.(1983)。A Theoretical Model for the Study of Product Importance Perceptions。Journal of Marketing,47(3),69-81。  new window
31.Celsi, Richard L.、Olson, Jerry C.(1988)。The Role of Involvement in Attention and Comprehension Processed。Journal of Consumer Research,15(2),210-224。  new window
32.Steuer, Jonathan S.(1992)。Defining Virtual Reality: Dimensions Determining Telepresence。Journal of Communication,42(4),73-93。  new window
圖書
1.Naisbitt, J.、Aburdene, P.(1990)。Megatrends 2000: Ten new directions for the 1990's。New York:New York:William Morrow and Company, Inc.:Harper Business。  new window
2.Williams, F.、Rice, R. E.、Rogers, E. M.(1988)。Research Methods and the New Media。New York:The Free Press。  new window
3.Engle, J. F.、Blackwell, R. D.、Miniard, P. W.(1990)。Consumer Behavior。The Dryden Press。  new window
4.Bartos, R.(1989)。Marketing to women around the world。Cambridge, MA:Harvard Business School Press。  new window
5.De Mooij, M. K.(1991)。Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising。  new window
6.Macromedia, Inc.(1992)。Authorware professional (Version 2.0): Tutorial。San Francisco, CA:Macromedia, Inc.。  new window
7.Mayer, M.(1991)。Whatever Happened to Madison Avenue: Advertising in the '90s。Boston, Massachusetts:Little, Brown and Company。  new window
8.Macromedia, Inc.(1992)。Authorware professional (Version 2.0): User's guide。San Francisco, CA:Macromedia, Inc.。  new window
9.Macromedia, Inc.(1992)。Authorware professional (Version 2.0): Variables and functions。San Francisco, CA:Macromedia, Inc.。  new window
10.McQuail, D.(1984)。Communication。London:Longman。  new window
11.McCollum Spielman and Company, Inc.(1976)。The influence of executional elements on commercial effectiveness。Great Neck, NY:McCollum Spielman and Company, Inc。  new window
12.Ohmae, K.(1985)。Triad power: the coming shape of global competition。New York:Free Press。  new window
13.Talarzyk, W. W.、Young, M. A.(1988)。The new electronic media "Videotex"。Ohio State University。  new window
14.Schulman, R. S.(1992)。Statistics in plain English with computer applications。New York:Van Nostrand Reinhold。  new window
15.Rogers, Everett M.(1986)。Communication Technology: The New Media in Society。New York:Free Press。  new window
其他
1.Drane, R.(1988)。Boosting the odds of advertising success,Cambridge, MA:Marketing Science Institute。  new window
圖書論文
1.Chaffee, S. H.、Mutz, D. C.(1988)。Comparing mediated and interpersonal communication data。Advancing communication science: Merging mass and interpersonal processes。Newbury Park, CA:Sage。  new window
2.Salmon, C. T.(1986)。Perspectives on involvement in consumer and communication research。Progress in communication sciences。Norwood, NJ:Ablex。  new window
3.Burnkrant, R. E.、Sawyer, A. G.(1983)。Effects of involvement and message content on information-processing intensity。Information Processing Research in Advertising。Hillsdale, NJ:Lawrence Erlbaum Association。  new window
4.Batra, R.、Ray, M. L.(1985)。How Advertising Works at Contact。Psychological Process and Advertising Effects: Theory, Research, and Applications。Hillsdale, NJ:Erlbaum。  new window
5.Cushing, Peter、Douglas-Tate, Melody(1985)。The effect of people/product relationships on advertising processing。Psychological processes and advertising effects: Theory, research, and applications。Hillsdale, NJ:Lawrence Erlbaum Associates。  new window
6.Houston, M. J.、Rothschild, M. L.(1978)。Conceptual and methodological perspectives on involvement。Research frontier in marketing: Dialogues and directions。Chicago:American Marketing Association。  new window
7.Heeter, C.(1989)。Implications of new interactive technologies for conceptualizing communication。Media use in the information age: Emerging patterns of adoption and consumer use。Lawrence Erlbaum Associates。  new window
8.Hassan, S. S.、Blackwell, R. D.(1994)。Competitive global market segmentation。Global marketing: Perspectives and cases。Fort Worth, TX:The Dryden Press。  new window
9.Madden, T. J.、Dillon, W. R.、Twible, J. L.(1986)。Construct validity of attitude toward the ad: An assessment of convergent/discriminant dimensions。Advertising and consumer psychology。New York:Prager。  new window
10.Olney, T. J.、Batra, R.、Holbrook, M. B.(1990)。A three-component model of attitude toward the ad: Effects of the zipping and zapping of television commercials。Emotion in advertising: Theoretical and practical exploration。New York:Quorum Books。  new window
11.Onkvisit, S.、Shaw, J. J.(1994)。Standardization versus localization: The need for the compromising perspective。Global marketing: Perspectives and cases。Fort Worth, TX:The Dryden Press。  new window
12.Onkvisit, S.、Shaw, J. J.(1980)。A cross-national comparison of the applicability of standardized international advertising。Developments in marketing science。Marquette, MI:Academy of Marketing Science。  new window
13.Percy, L.、Lautman, M. R.(1986)。Creative strategy and consumer attitude toward the ad and advertised brand。Advertising and consumer psychology。New York:Prager。  new window
14.Peppers, D.、Rogers, M.(1995)。Creative strategies for individualized marketing communications using interactive media。The Proceedings of the 1995 Conference of the American Academy of Advertising。Waco, TX:Baylor University。  new window
15.Rafaeli, Sheizaf(1988)。Interactivity: From new media to communication。Advancing Communication Science: Merging Mass and Interpersonal Processes。Sage。  new window
16.Raman, N. V.、Leckenby, J. D.(1995)。Advertising on interactive media: Some issues, some suggestions。The Proceedings of the 1995 Conference of the American Academy of Advertising。Waco, TX:Baylor University。  new window
17.Ray, M.(1985)。An even more powerful consumer?。Marketing in an electronic age。Boston:Harvard Business School Press。  new window
 
 
 
 
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