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研究生:錢澔倫
研究生(外文):Hao-Lun Chien
論文名稱:商品網站遠距臨場感研究─生動性與互動性的效果檢驗
論文名稱(外文):Approaching the Effects of Telepresence By Examining Levels of Interactivity & Vividness of Commercial Websites
指導教授:戚栩僊戚栩僊引用關係
學位類別:碩士
校院名稱:世新大學
系所名稱:公共關係暨廣告學研究所(含碩專班)
學門:傳播學門
學類:公共關係學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:66
中文關鍵詞:網站生動性網站互動性遠距臨場感
外文關鍵詞:telepresencevividnessinteractivity
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全球資訊網(World Wide Web,WWW)為網路中一種新的互動溝通媒介,不同於傳統媒體使用者對於訊息的被動接收模式。對於網站使用者而言,能夠以快速且方便的方式,主動獲取各式各樣所需的資訊;對企業主而言,則可以利用全球資訊網新興的資訊科技製作更多具有生動性與互動效果的商業環境,提供網站使用者更多不同的服務。對企業主而言無疑的是為其提供了另一個不同於傳統媒體與消費者溝通的管道。
在現今商品同質性高的行銷環境下,當代的行銷觀念已經由大量行銷、區隔行銷、到現在的關係行銷(Relationship Marketing)或是互動行銷的模式改變,更注重的是是否能成功的將消費者納入行銷溝通的過程中,為消費者提供更多經驗的獲得以創造令人印象深刻的行銷價值,也開啟了企業主以及消費者之間更多溝通的可能性。而經由全球資訊網環境利用新興的資訊科技製作更多生動與互動效果的網站設計創造出高度的遠距臨場感,便提供了網站使用者更多的虛擬經驗,進一步為網站使用者帶來難忘的體驗,提供的是與傳統媒體不同的傳播價值。
本研究將採Steuer(1992)對遠距臨場感的定義利用生動性與互動性的搭配,建構不同程度之遠距臨場感並探討商品網站網站表現方式對網站效果的影響,並且採用實驗法驗證研究架構與假設。
Different from traditional passive receptive model for media users, WWW is a new interactive media. For those internet users, this kind of media could get all kinds of necessary information in a fast and convenient way ; for industry users, they can use the rising and newest internet technology to produce more vivid and fascinating industry environment and offer the users a variety of services. No doubt, this kind of media offers another useful channel to communicate with consumers.
In this high commodities homogeneity marketing trends, the marketing thoughts have changed from consumer-target marketing to relationship marketing. In this time, we focus on the process that the different interactive marketing models could communicate with our target consumers successfully. By using this new technology, we can produce more and more interactive websites and make an atmosphere of telepresence and the consumers will have unforgettable experiences.
This study conducts laboratory experiment. Based on the definition of telepresence by Steuer, (Steuer, 1992) the study uses the match-up of vividness and interactive to construct different degrees telepresences and observe the main effects.
第一章  緒論……………………………………………………………………1
第一節  研究動機與目的…………………………….………..………...…1
第二章  文獻探討………………………………………………………………6
第一節 全球資訊網………………………………….………..………...…6
第二節 遠距臨場感………………………………….………..………...…9
第三節 生動性…………………………………….……………….…..…12
第四節 互動性…………………………………….……………….…..…15
第五節 網站行銷溝通效果的衡量……………….……………….…..…24
第三章  研究架構與假設………………………………………………………26
第一節 研究架構………………………………….……………….…..…26
第二節 研究假說………………………………….……………….…..…28
第四章  研究方法………………………………………………………………31
第一節 實驗設計…………………………………………………………31
第二節 實驗刺激操作……………………………………………………36
第五章  結果分析與討論………………………………………………………44
第一節 量表信度檢測……………………………………………………44
第二節 變數的操弄檢定…………………………………………………45
第三節 研究假設檢測……………………………………………………47
第六章  結論與建議……………………………………………………………56
第一節 研究發現與結論…………………………………………………56
第二節 研究限制…………………………………………………………60
第三節 研究價值與啟示…………………………………………………61
參考文獻……………………………………………………………………………63
附錄一  實驗網站設計
附錄二  實驗問卷
中文部分
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英文部分
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網站部分
資策會 FIND--Focus on Internet's News & data。http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=46
Lombard, M. (2001a), “Resources for the study of presence: Presence explication,” Retrieved February 28, 2001 from the World Wide Web: http://www.temple.edu/ispr/frame_explicat.htm
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