Understanding Online Intrusive Advertising: Antecedents and Consequences of Cognitive Engagement
碩士 === 國立臺北大學 === 企業管理學系 === 102 === How to improve ad effectiveness while reducing ad intrusiveness is an important issue. This study investigates the effects of the phases of a browsing path, relatedness between episodes and information type on a viewer’s cognitive engagement in webpage content on...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/5m8vps |