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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

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