3D Advertising Design and the Behavioral Intention of Audiences

• Main Authors: Yung-hua Lin, 林雍華
• Other Authors: Ming-chien Hung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/99835715275241439575

碩士 === 南華大學 === 資訊管理學系碩士班 === 99 === 　　Environmental protection and human life have important relationship. Either now or in the future, the destroyed environment can bring the human disasters ultimately. The activities of environmental protection have been implemented for many years in the world. Many countries tried to seek the balance between environmental protection and economic development. The responsibility of environmental protection is needed for each people in the world. In our life, there are many simple ways to reduce the negative impact on our environment, such as reducing waste production, the resource recovery and waste classification activities. Above behavior can form the strengthened power to protect the environment for the life quality of our descendants. 　 　　The developments of 3D benefit for publicizing the environmental protection with a life way. This study designed a 3D advertising of environmental protection and explored the continued intention of the audiences based on the attribution theory. By the survey methodology, this study analyzed 144 questionnaires. The results showed the "internal PLOC", "external PLOC", and attitude impacted the "behavioral intention." Similarly, the "internal PLOC" and "external PLOC" impacted the attitude. Oppositely, the "Identified PLOC" had negatively impact on the "behavioral intention"and attitude.