Healthy Skepticism Library item: 6274

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Publication type: Journal Article

Keng CJ, Lin HY.
Impact of telepresence levels on internet advertising effects.
Cyberpsychol Behav 2006 Feb 01; 9:(1):82-94
http://www.liebertonline.com/doi/abs/10.1089/cpb.2006.9.82

Abstract:

This study examined the dimensions of interactivity and vividness to propose three telepresence levels: content presence, social presence, and personal presence. Then, an experiment investigated the impact of different telepresence levels on Internet advertising. The effects of interactions between vividness of visual imagery (VVI) and product types in relation to telepresence levels and advertising effects were also analyzed. The study employed a factorial design: 4 (levels of telepresence) x 2 (product types) x 2 (VVI). Levels of telepresence and product types were both manipulated between subjects. VVI was measured within subjects. Experimental findings showed that high levels of telepresence of an Internet advertisement increased subject recall and recognition. The low VVI respondent group would have greater recognition than traditional advertisements when respondents were exposed above the level 2 (social presence) advertisement and the effect of recognition increased from level 1 (content presence) to level 3 (personal presence). Recognition increased from level 1 (content presence) to level 2 (social presence) for both search and experience product groups; however, only recognition of the experience product group increased in level 3 (personal presence).

Keywords:
Adult Advertising* Attitude Communication Comparative Study Depth Perception Feedback Female Humans Internet* Male Mental Recall Motivation Reality Testing Research Support, Non-U.S. Gov't Social Environment Software Taiwan User-Computer Interface*