WWW廣告之互動品質量表

The Quality of Interactivity to WWW Advertising

耿慶瑞(Ching-Jui Keng)

《臺大管理論叢》 15卷1期 (2004/06) Pp. 23-48

https://doi.org/10.6226/NTURM2004.15.1.23

摘要

本文從消費者的觀點，發展消費者認知互動程度之WWW廣告互動品質量表。首先利用焦點群體確認互動品質概念及衡量方式為消費者對WWW廣告之認知互動程度減去期望的互動程度；接著由互動性相關文獻及焦點群體確認衡量互動程度的構面及項目。經過兩次資料的項目及因素分析得到最後的衡量項目，共有回應與臨場感、控制與對話、個人化、平等性四個構面。整個量表具有好的信度及效度。

關鍵字

互動品質 ； WWW廣告 ； 互動性

並列摘要

This paper developed the measurement of interactive quality from the consumer perspective. First of all, we used the focus group interview from consumers to propose the conceptual model. We found there exists quality concept when the consumers interact with www advertising. The quality of interactivity can obtain from the perceptual interactivity and expected interactivity. Then we developed the dimensions and their items of interactive quality from interactivity concept and focus groups. After two-stage data collection and factor analysis, we obtained the final dimensions of the quality of interactivity including responsiveness and presence, control and dialog, personalization, equity that have high reliability and validity.

並列關鍵字

Quality of Interactivity ； WWW Advertising ； Interactivity

參考文獻

耿慶瑞(2001)。WWW互動廣告與傳統廣告效果之比較。資訊管理研究。3(1)

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