| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 106 === Nowadays, more and more young generation users adopt social media as part of their social life. Specifically, multi-screen environment is what users consider to be the environment for online social activities. The “second-screen activity” means users interact with each other through media technology to attain the feeling to be with someone. Social TV is considered to be one of the second-screen activities and the online community built by social TV. Instead of physical face-to-face interactions, social TV provides virtual interactions and users attain the feeling of being present with people on the online community.
An experiment with a 2 (TV viewing mode: pair vs. solo) x 2 (Advertisement on the second screen: video vs. picture) two factors between-subject design was conducted to see if the interactions along with social TV could affect ad-effectiveness (brand recall, brand attitude, ad attitude and purchase intention).
The results showed (1) compared to the pair-viewing mode, solo-viewing mode lead to the better ad-effectiveness; (2) under pair-viewing condition, video advertisement on the second screen lead to the better ad-effectiveness
; (3) under solo-viewing condition, picture advertisement on the second screen lead to the better ad-effectiveness; (4) flow mediates the viewing mode and ad-effectiveness; however, (5) gratification only partly mediates the viewing mode and ad-effectiveness.
Keywords: Social TV, Multi-screen behavior, Multitasking, Cross-media advertising, Product placement
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