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題名：擴增實境廣告對消費者沉浸經驗與廣告溝通效果之研究
書刊名：輔仁管理評論
作者：林明杰 引用關係／尤詩怡／莊雅茹／陳德釗 引用關係
作者(外文)：Lin, James Ming-ji／Yu, Shih-yi／Chuang, Ya-ju／Chen, Der-chao
出版日期：2012
卷期：19:3
頁次：頁55-81
主題關鍵詞：擴增實境；沉浸經驗；廣告溝通效果；產品涉入；科技準備度；創新接受度；Augmented reality；Flow experience；Advertising communication effect；Product involvement；Technology readiness；Innovation adoption
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(2) 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:2
  • 共同引用共同引用:12
  • 點閱點閱:29
隨著擴增實境技術的進步，使得虛擬與現實相互結合，若將之運用在廣告上，相較於虛擬實境互動式廣告，對於消費者而言是否會具有較佳的沉浸經驗與溝通效果。因此本研究將探討擴增實境互動式廣告對消費者的沉浸經驗（互動性、遠距臨場感）以及廣告溝通效果（廣告態度、購買意願）的影響，並進一步探討是否會受到產品涉入程度、科技準備度與創新接受度的調節效果。研究結果發現，擴增實境互動式廣告相較於虛擬實境互動式廣告，會使消費者感受到較高的廣告態度，但在互動性、遠距臨場感及購買意願上則不顯著。在調節變數方面，產品涉入和創新接受程度的調節效果不顯著；科技準備度則具有部份調節效果。
As advances in augmented reality technology, making the combination of virtual and reality and successfully applied in various fields. Under such conditions, if we use this technology in advertising and compared to virtual reality interactive advertising, consumers will have better flow experience and communication effect. Therefore, the focus of this study is that interactive advertising (virtual reality/augmented reality) influence the consumers’ flow experience (interactivity and telepresence), as well as advertising communication effect (advertising attitude and purchasing intention), in terms of the moderating effect of product involvement, technology readiness, and innovation adoption. The results indicate that augmented reality advertising only have higher advertising attitude compared with virtual reality advertising. Besides, technology readiness is only a part of the moderating effect.
期刊論文
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2.周宣光(2000)。虛擬實境系統的開發模式與應用。技術學刊，15(1)，9-87。  延伸查詢new window
3.陳正男、林素吟、丁學勤、詹琇蓉(2004)。產品涉入、消費者特性與情境對網路購物的影響：風險的觀點。中華管理評論國際學報，7(1)，106-125。  延伸查詢new window
4.歐陽明(19960200)。漫談虛擬實境[VR]。光訊，58，1-4。  延伸查詢new window
5.Feiner, S. K.(2002)。Augmented Reality: A New Way of Seeing。Scientific American Magazine，286(4)，48-55。  new window
6.Kumar, A.、Lee, H. J、Kim, Y. K.(2009)。Indian Consumer’s Purchase Intention Toward a United States Versus Local Brand。Journal of Business Research，62(5)，521-527。  new window
7.Minsky, Marvin(1980)。Telepresence。Omni，2(9)，45-51。  new window
8.Nichols, S.、Haldane, C.、Wilson, J. R.(2000)。Measurement of Presence and its Consequences in Virtual Environments。International Journal of Human-Computer Studies archive，52(3)，471-491。  new window
9.Slater, M.、Usoh, M.、Steed, A.(1994)。Depth of Presence in Virtual Environments。Presence: Teleoperators and Virtual Environments，3(2)，130-144。  new window
10.林隆儀、曾冠雄(20080300)。廣告代言人與廣告訴求方式對廣告效果影響之比較--自我監控的干擾效果。企業管理學報，76，87-128。new window  延伸查詢new window
11.Kim, Taeyong、Biocca, Frank(1997)。Telepresence via television: Two dimensions of telepresence may have different connections to memory and persuasion。Journal of Computer-Mediated Communication，3(2)。  new window
12.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
13.Petty, R. E.、Cacioppo, J. T.(1984)。The effects of involvement on response to argument quantity and quality: Central and peripheral routes to persuasion。Journal of Personality and Social Psychology，46(1)，69-81。  new window
14.Bezjian-Avery, A.、Calder, B.(1998)。New Media Interactive Advertising vs. Traditional Advertising。Journal of Advertising Research，38(4)，23-32。  new window
15.Klein, Lisa(2003)。Creating Virtual Product Experience: the Role of Virtual Telepresence。Journal of Interactivity Marketing，17(1)，41-55。  new window
16.Shamdasani, P. N.、Stanaland, A. J. S.、Tan, J.(2001)。Location, Location, Location: Insights for Advertising Placement on the Web。Journal of Advertising Research，41(4)，7-21。  new window
17.Rafaeli, S.(1988)。Interactivity: From new media to communication。Sage Annual Review of Communication Research: Advancing Communication Science，16，110-134。  new window
18.Hurt, H. Thomas、Joseph, Katherine、Cook, Chester D.(1977)。Scales for the Measurement of Innovativeness。Human Communication Research，4(1)，58-65。  new window
19.耿慶瑞(20041200)。WWW廣告之互動品質量表。臺大管理論叢，15(1)，23-48。new window  延伸查詢new window
20.Cotte, June、Wood, Stacy L.(2004)。Families and innovative consumer behavior: A triadic analysis of sibling and parental influence。Journal of Consumer Research，31(1)，78-86。  new window
21.Park, C. Whan、Young, S. Mark(1986)。Consumer response to television commercials: The impact of involvement and background music on brand attitude formation。Journal of Marketing Research，23(1)，11-24。  new window
22.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
23.Korzaan, Milinda L.(2003)。Going with the flow: predicting online purchase intentions。Journal of Computer Information Systems，43(4)，25-31。  new window
24.Lin, C. H.、Shih, H. Y.、Sher, P. J.(2007)。Integrating Technology Readiness into Technology Acceptance: The TRAM Model。Psychology & Marketing，24(7)，641-657。  new window
25.Webster, Jane、Trevino, Linda Klebe、Ryan, Lisa(1993)。The dimensionality and correlates of flow in human-computer interactions。Computers in Human Behavior，9(4)，411-426。  new window
26.Parasuraman, A.(2000)。Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies。Journal of Service Research，2(4)，307-320。  new window
27.De Wulf, Kristof、Odekerken-Schröder, Gaby J.、Iacobucci, Dawn(2001)。Investments in consumer relationships: A cross-country and cross-industry exploration。Journal of Marketing，65(4)，33-50。  new window
28.Azuma, Ronald T.(1997)。A Survey of Augmented Reality。Presence: Teleoperators & Virtual Environments，6(4)，355-385。  new window
29.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
30.Witmer, B. G.、Singer, M. J.(1998)。Measuring presence in virtual environments: A presence questionnaire。Presence: Teleoperators and Virtual Environments，7(3)，225-240。  new window
31.Baker, Michael J.、Churchill, Gilbert A. Jr.(1977)。The Impact of Physically Attractive Models on Advertising Evaluations。Journal of Marketing Research，14(4)，538-555。  new window
32.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research，23(2)，130-143。  new window
33.Steuer, Jonathan S.(1992)。Defining Virtual Reality: Dimensions Determining Telepresence。Journal of Communication，42(4)，73-93。  new window
34.Herzberg, F.(1968)。One More Time: How Do Motivate Employees。Harvard Business Review，46(1)，53-62。  new window
會議論文
1.Dubois, E、Nigay, L(2000)。Augmented Reality: Which Augmentation for Which Reality。Proceeding of DARE2000, Designing Augmented Reality Environments，165-166。  new window
2.Lee, D.H.、Park, J(2007)。Augmented Reality Based Museum Guidance System for Selective Viewings。Second Workshop on Digital Media and its Application in Museum and Heritages，379-382。  new window
3.Paolis, L. T.(2008)。An Augmented Reality Application for Minimally Invasive Surgery。Proceedings of 14th Nordic-Baltic Conference on Biomedical Engineering and Medical Physics，489-492。  new window
4.Rose, J.、Fogarty, G.(2010)。Technology Readiness and Segmentation Profile of Mature Consumers4(1)。  new window
5.Yi, Y.,、Lai L. T.、Wu, Z.(2003)。Incorporating Technology Readiness(TR) into TAM: Are Individual Traits Important to Understand Technology Acceptance。Diffusion Interest Group in Information Technology (DIGIT) Workshop。Seattle。  new window
6.Burdea, G.(1993)。Virtual Reality Systems and Applications。New Jersey：Short Course, Edison。164-165。  new window
圖書
1.Kolter, P.(2000)。Market Management: Analysis,Planning,Implementation and Control。New Jersey：Prentice-Hall Inc.。  new window
2.Blackwell, R. D.、Miniard, P. W.、Engel, J. F.(2006)。Consumer Behavior。Orlando。  new window
3.Kotler, Philip、Armstrong, Gary(1997)。Marketing: An Introduction。Prentice-Hall。  new window
4.Schoell, W. F.、Guiltiana, J. P.(1995)。Marketing: Contemporary Conceptsand Practices。Publisher Prentice Hall。  new window
5.Rogers, E. M.、Shoemaker, F. F.(1971)。Communication of Innovation: A Cross-cultural Approach。New York, NY：Free。  new window
6.Zaltman, G.(1965)。Marketing: Contributions from the behavioral sciences。New York：Harcourt, Brace and World。  new window
7.Csikszentmihalyi, Mihaly(1975)。Beyond Boredom and Anxiety: The Experience of Play in Work and Games。Jossey-Bass。  new window
8.Rogers, Everett M.(2003)。Diffusion of innovations。Free Press。  new window
圖書論文
1.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1983)。Attitude toward the Ad as a mediator of advertising effectiveness: Determinants and consequences。Advances in Consumer Research。Ann Arbor, MI：Association for Consumer Research。  new window
 
 
 
 
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