政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/116412

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 109952/140887 (78%)
Visitors : 46285787 Online Users : 748

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

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: https://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

Files in This Item:

File	Description	Size	Format
08838151003737998.pdf		389Kb	Adobe PDF2	391	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...