| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 104 === With the rapid development of technology in recent years, people have changed their lifestyle greatly. A growing number of people engage in multiple tasks at the same time (multitasking) to improve their efficiency or save some time. Researchers defined media multitasking as consuming two or more media simultaneously. Traditionally, people get involved in media multitasking on their personal computer such as opening multiple windows to watch a movie and read an article at the same time. With the increasing popularity of smart mobile devices lately, multi-screen multitasking, or simultaneous use of multiple devices with screens, instead of multi-window multitasking, is fast becoming the norm. It is important to understand the new normality influence on the customers' reception and evaluation towards media activities. This study investigated advertising effects during multi-screen multitasking. Results showed that multitasking whether it's multi-screen or multi-window led participants to have more task enjoyment. And people's cognitive response, affective response and behavioral response to the advertisements are significantly influenced by media multitasking. Moreover, multi-screen multitasking increased affective response and behavioral response. However, the effect to the cognitive response is not obvious.
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