政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/157953

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 116918/147948 (79%)
Visitors : 65033180 Online Users : 559

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 > 商學院 > 資訊管理學系 > 會議論文 > Item 140.119/157953

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/157953

Title:	The Changing Perspective: How Task Complexity Affects Willingness to Engage in Media Multitasking
Authors:	周致遠 Chou, Chih-Yuan;Tung, Hao-Ting
Contributors:	資管系
Keywords:	media multitasking;task complexity;ad repetition;boundary work theory;attention regulation;limited capacity theory;keystroke analysis;digital advertising
Date:	2025-07
Issue Date:	2025-07-10
Abstract:	This study investigates how ad repetition influences users’ willingness to engage in media multitasking (MMT) under varying task complexity. Drawing from boundary work theory and limited capacity theory, we conceptualize MMT as a dynamic process shaped by cognitive load and attention regulation. A mixed-methods design, integrating keystroke tracking and interviews, captures how individuals adapt multitasking strategies in response to repeated interruptions. Results are expected to reveal that ad repetition may both disrupt and enhance attentional engagement, depending on task complexity, offering theoretical contributions to digital advertising and practical implications for optimizing user experience in multitasking environments.
Relation:	Proceeding of the 29th Pacific Asia Conference on Information Systems (PACIS 2025), Association for Information Systems
Data Type:	conference
Appears in Collections:	[資訊管理學系] 會議論文

Files in This Item:

File	Description	Size	Format
PACIS2025-1707.pdf		319Kb	Adobe PDF	15	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...