線上代理人對廣告效果之影響：以臨場感角度討論

The Effects of Online Agents on Advertising Effectiveness: The Presence Aspect

駱少康(Shao-Kang Lo) ； 鄭銘偉(Ming-Wei Cheng)

《管理評論》 29卷1期 (2010/01) Pp. 35-49

https://doi.org/10.6656/MR.2010.29.1.CHI.35

摘要

本研究探討於商業網站廣告中融入代理人，以及使用不同擬人化程度代理人對於廣告效果之影響，並從臨場感的角度來討論。研究執行實驗設計，募集202名自願受試者，結果發現真人圖像的代理人能獲得較高程度的遠距與社交臨場感，且當消費者知覺到的臨場感較高，則會有較佳的網站態度、廣告態度、品牌態度與購買意願評量。

關鍵字

線上代理人 ； 遠距臨場感 ； 社交臨場感

並列摘要

This research proposes that commercial websites that use the anthropomorphic agents will positively influence the advertising effectiveness through the tele-presence and social presence aspect. This study conducted an experiment and recruited 202 volunteers. Results reveal that the real human image agents could acquire the higher tele-presence and social presence perception, and then gain the better attitude toward the website, attitude toward the advertisement, attitude toward the brand, and purchase intention.

並列關鍵字

Online agents ； Tele-presence ； Social Presence

參考文獻

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