期刊
JOURNAL OF ADVERTISING
卷 41, 期 2, 页码 113-128出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.2753/JOA0091-3367410208
关键词
-
The popularity of stereoscopic 3-D technology is encouraging advertisers to adopt this format as a new advertising tool in diverse contexts. This research investigates the impact of nonglasses and glasses types of stereoscopic 3-D advertising, and proposes a theoretical model examining the role of presence in advertising effectiveness. Due to their power to increase presence, both stereoscopic 3-D advertising formats have a significantly stronger impact on diverse marketing variables than flat 3-D advertising. A structural equation model reveals the process through which presence affects advertising effectiveness by enhancing enjoyment and increasing perceived product knowledge. In addition, the moderating effects of novelty and cybersickness on presence are identified.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据