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AbstractA study on the effective processing of interactive advertising: Focused on the 'Control' and 'Telepresence'
Mha, Joung Mee, Ph.D. / Dept, of Journalism
and Communication Studies,
As the media circumstance is continuously changing and developing, the environment of advertising is keeps changing. Now, it is necessary to do a research for investigating interactivity of advertising because most media were already changed into the interactive media. From this point of view, it is very useful to study how the interactive media influence on consumers' information processing. The purpose of this study are to see whether 'control' affects telepresence and this telepresence expe- rience influence in the process of advertising(Memory of advertising, Attitude toward advertising, Attitude toward brand and Purchase intention), and to examine whether the causal relationship exists among these variables. In addition, this study considers the immersive tendency which have a great influence to telepresence as a control variable.
Key Words : interactive advertising, control, telepresence |
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