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政大機構典藏 > 商學院 > 企業管理學系 > 國科會研究計畫 > Item 140.119/4097

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/4097

Title:	互動廣告之互動品質研究
Other Titles:	The Quality of Interactivity of Interactive Advertising
Authors:	黃思明
Keywords:	互動式廣告;互動品質;全球資訊網;網路廣告 Interactive advertisment;Interactive quality;World Wide Web (WWW);Internet advertising
Date:	1999
Issue Date:	2007-04-18 16:41:17 (UTC+8)
Publisher:	臺北市：國立政治大學企業管理學系
Abstract:	本文從消費者的觀點,發展消費者認知互動程度之互動品質量表。首先利用消費者深入訪談以及廣告個案確認互動品質概念及衡量方式為消費者對互動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。整個量表具有好的信度及預測效度。 This paper developed the measurement of interactive quality from the consumer perspective. First of all, we used the in-depth interview from consumers and interactive Ad cases to propose the conceptual model. We found there exists quality concept when the consumers interact with interactive ad. 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 questions of perceptual interactivity and expected interactivity that have high reliability and validity.
Description:	核定金額：624400元
Data Type:	report
Appears in Collections:	[企業管理學系] 國科會研究計畫

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