瞭解網路侵擾式影音廣告:認知吸收在影音情境下的前因與後果

Understanding Online Intrusive Video Advertising: Antecedents and Consequences of Cognitive Absorption in Video Scenarios

蔡睿倫(Jui-Lun Tsai)

指導教授 ： 黃旭立

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

HASH(0x86a92c0)

關鍵字

網路影音廣告 ； 侵擾性廣告 ； 認知吸收 ； 廣告侵擾性 ； 廣告煩躁性 ； 廣告迴避性

並列摘要

HASH(0x86a9360)

並列關鍵字

Online video advertising ； Intrusive advertising ； Cognitive absorption ； Ad intrusiveness ； Ad irritation ； Ad avoidance

參考文獻

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Abernethy, A. M. (1991). Television exposure: Programs vs. advertising. Current Issues and Research in Advertising, 13(1-2), 61–78.

Agarwal, R., & Karahanna, E. (2000). Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage. MIS Quarterly, 24(4), 665-694.

Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information System Research, 9(2), 204-215.