臺灣博碩士論文加值系統

The aim of the following study, from cognitive response and information processing perspectives, is to determine if we can utilize synchronization factor in VOIP advertising. And how synchronized signals between conversational partners can affect processing ad/brand information which to be presented to VOIP users. The study is empirical study makes use of an experiment involving 130 university students. The study suggests that synchronized signals between users lead to higher attention and better cognitive response than non synchronized condition, and that the auditory cues have positive impact on the participants’ attention. The different groups were manipulated experimentally by synchronized/non-synchronized modes and auditory cues. Collected data revealed partially significant result for synchronization manipulation, but directionally all the results support the hypothesis. While for the auditory cues impact, the results provide significant support for the hypotheses.

Table of Content
CHAPTER 1 INTRODUCTION 1
Introduction 1
Problem Statement and Research Objectives 2
CHAPTER 2 LITERATURE REVIEW 5
Processing Auditory and Visual Stimuli 5
Multiple Resources Theory 7
Auditory Cues – Attenuated Audio Signals 9
Synchronized Signals 11
CHAPTER 3 PROPOSED THEORY AND HYPOTHESES 14
CHAPTER 4 RESEARCH METHOD 18
Participants 18
Design 18
Procedure 19
Pre-test 20
Main Task 21
Variables and Measures 22
CHAPTER 5 RESULTS 25
CHAPTER 6 GENERAL DISCUSSION 31
Discussion 31
Theoretical Contribution 35
Managerial Implications 36
Limitations 37
Future Research 38
REFERENCES 41
APPENDIX 43
A-Screen View 43
B-Brand Pretest 44
C-After Experiment Brand Recognition Task 46
D-Experiment Logos 47
List of Figures
Figure 1 Illustration of Three Dimensional Metrics of the Human Processing Resources (Adapted from Wickens, 1984) 8
Figure 2 Mean Recall Percentage as A function of Synchronization Mode 26
Figure 3 Mean Recall Percentage as A function of Auditory Cues under Visual Synchronization 27
Figure 4 Mean Recall Percentage as A function of Auditory Cues 28
Figure 5 Mean Recall Percentage of G1 versus Subgroup G3 with Auditory Cues 29
Figure 6 Comparing Means of All Conditions Using Free Report Results 30

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