The Influence of Social TV Multitasking Behavior on the Cross-Media Product Placement Advertising Effect
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...
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ndltd-TW-106NCTU53760232019-09-26T03:28:11Z http://ndltd.ncl.edu.tw/handle/76xs4m The Influence of Social TV Multitasking Behavior on the Cross-Media Product Placement Advertising Effect 社交電視之媒體多工行為對 跨媒體商品置入廣告效果影響之研究 Lin, Cheng-Hsuan 林承萱 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 Lin, Hui-Fei Tsai, Hsin-Yi 林慧斐 蔡欣怡 2018 學位論文 ; thesis 105 zh-TW |
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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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author2 |
Lin, Hui-Fei |
author_facet |
Lin, Hui-Fei Lin, Cheng-Hsuan 林承萱 |
author |
Lin, Cheng-Hsuan 林承萱 |
spellingShingle |
Lin, Cheng-Hsuan 林承萱 The Influence of Social TV Multitasking Behavior on the Cross-Media Product Placement Advertising Effect |
author_sort |
Lin, Cheng-Hsuan |
title |
The Influence of Social TV Multitasking Behavior on the Cross-Media Product Placement Advertising Effect |
title_short |
The Influence of Social TV Multitasking Behavior on the Cross-Media Product Placement Advertising Effect |
title_full |
The Influence of Social TV Multitasking Behavior on the Cross-Media Product Placement Advertising Effect |
title_fullStr |
The Influence of Social TV Multitasking Behavior on the Cross-Media Product Placement Advertising Effect |
title_full_unstemmed |
The Influence of Social TV Multitasking Behavior on the Cross-Media Product Placement Advertising Effect |
title_sort |
influence of social tv multitasking behavior on the cross-media product placement advertising effect |
publishDate |
2018 |
url |
http://ndltd.ncl.edu.tw/handle/76xs4m |
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