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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/116412
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/116412


    Title: Antecedents and consequences of cross-media usage: A study of a TV program's official web site
    Authors: 林芝璇
    Lin, Jhih-Syuan
    Cho, Chang-Hoan
    Contributors: 廣告系
    Date: 2010
    Issue Date: 2018-03-21 17:35:19 (UTC+8)
    Abstract: This study explores the causal relationships among and within the antecedents and consequences of television (TV) viewers' cross-media usage. The results indicated that viewers who are highly involved in a program tend to visit the program's official Web site more often and stay longer than a viewer who is not highly involved, thereby leading to better Web site loyalty. This loyalty leads to an increase in the use of Interactive Online Product Placement (IOPP), which has a positive influence on their attitude toward the sponsor, and their purchase intentions. The implications of these findings and recommendations for future research are discussed.
    Relation: Journal of Broadcasting & Electronic Media, Vol.54, No.2, pp.316-336
    Data Type: article
    DOI 連結: https://doi.org/10.1080/08838151003737998
    DOI: 10.1080/08838151003737998
    Appears in Collections:[廣告學系] 期刊論文

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