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    Title: 身歷其境：虛擬實境360度影片中自然對應程度的廣告效果—以空間臨場感及娛樂感為中介
    The effects of natural mapping on persuasive outcomes in 360-degree virtual reality advertising : spatial presence and enjoyment as serial mediators
    Authors: 陳俞帆
    Chen, Yu-Fan
    Contributors: 林日璇
    Lin, Jih-Hsuan
    陳俞帆
    Chen, Yu-Fan
    Keywords: 虛擬實境
    360度影片
    自然對應
    空間臨場感
    娛樂感
    Virtual reality
    360-Degree
    Natural mapping
    Spatial presence
    Enjoyment
    Date: 2017
    Issue Date: 2018-02-05 17:29:56 (UTC+8)
    Abstract: 近年來科技進步，虛擬實境的技術與應用日益廣泛。這項科技也影響了廣告界，360度的全向式（omni-directional）廣告影片開始興起。然而，虛擬實境有許多不同的呈現方式，什麼樣的呈現方式會有最好的廣告效果？值得深入探討。

    本研究將一般閱聽人最常碰到的三種虛擬實境：融入型VR、行動裝置型VR、桌上型VR，以「視角自然對應」程度劃分，並進行操弄檢定。本研究以實驗法，藉由自然對應的三組組間設計探討對廣告效果的影響，並同時討論空間臨場感與娛樂感的雙重中介效果。

    研究結果顯示：不同呈現方式的虛擬實境，的確有不同的自然對應程度高低。而自然對應高的虛擬實境，相較於自然對應低的組別，經由空間臨場感與娛樂感的雙重中介影響，會有較好的廣告態度與品牌態度。
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    吳世光、陳建和（2002）。〈影像式虛擬實境之發展及其在觀光產業應用之研究〉。《觀光研究學報》。8(1)，109-125。
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    網路部分
    〈2016 VR 元年！準確來說，今年已經是第三次喊出「VR 元年」了〉（2016年6月22日）。取自TechOrange科技報橘網站。
    https://buzzorange.com/techorange/2016/06/22/the-third-vr-era/

    <See the future of video by looking behind you: Introducing 360 degree video ads>（2015年7月22日）。取自Google Inside AdWords
    https://adwords.googleblog.com/2015/07/see-future-of-video-by-looking-behind.html

    < JOHN E. KENNEDY >（1999年3月29日）。取自 AdAge
    http://adage.com/article/special-report-the-advertising-century/john-e-kennedy/140216/
    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    103464027
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1034640271
    Data Type: thesis
    Appears in Collections:[Master`s Program in Communication] Theses

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