| 中文摘要 |
本研究探討於商業網站廣告中融入代理人，以及使用不同擬人化程度代理人對於廣告效果之影響，並從臨場感的角度來討論。研究執行實驗設計，募集 202 名自願受試者，結果發現真人圖像的代理人能獲得較高程度的遠距與社交臨場感，且當消費者知覺到的臨場感較高，則會有較佳的網站態度、廣告態度、品牌態度與購買意願評量。
This research proposes that commercial websites that use the anthropomorphic agents will positively influence the advertising effectiveness through the tele-presence and social pres- ence aspect. This study conducted an experiment and recruited 202 volunteers. Results reveal that the real human image agents could acquire the higher tele-presence and social presence perception, and then gain the better attitude toward the website, attitude toward the adver- tisement, attitude toward the brand, and purchase intention. |
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