Abstract
A 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,
Kyung Hee University
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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