Impact of Telepresence Levels on Internet Advertising Effects

Keng, Ching‐Jui; Lin, Hung-Yuan

doi:10.1089/cpb.2006.9.82

Cited by 58 publications

(49 citation statements)

References 17 publications

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“…They were firstly asked to browse the assigned mock website for five minutes. Although this study does not purport to examine the effect of website characteristics on perceived presence, two mock websites (i.e., high and low presence-inducing websites), which were developed by manipulating presence-inducing levels (Hopkins et al, 2004;Keng & Lin, 2006;Klein, 2003), were incorporated to create a variation in participants' perception of presence.…”

Section: Data Collection and Samplementioning

confidence: 99%

Perceptions of Presence as Antecedents to E-tail Shopping - An Extended Technology Acceptance Model -

Park¹,

Hyun²,

Fairhurst³

et al. 2012

The Research Journal of the Costume Culture

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Drawing on the literature on TAM and presence, this study proposes a model of the extended TAM by identifying factors that affect the motivations to enhance our understanding of online consumers' acceptance of an e-tail website. This study conceptualizes that consumers' perceived presence variables such as telepresence and social presence are the antecedents to the motivations of TAM. Empirical tests using regression analyses generally supported the proposed model. The overall conclusion from the current data is that our integrated model is useful in understanding consumers' acceptance of an apparel e-tail website. The findings show that perceived usefulness, perceived ease of use, and perceived interest motivations act as strong determinants of consumers' attitude toward an e-tailer, which leads to their behavioral intentions about the e-tailer. This suggests that apparel e-tailers should consider these three motivations when they design their websites. As one way to influence these three factors, this study showed the role of perceived presence in the usage of an apparel e-tail website. The findings suggest that online consumers' perceptions of "being there" and "socialness" stimulate their perceptions of usefulness and interest in the website use. Thus, e-tailers should consider effective ways to increase consumers' perceived presence. Keywords: telepresence, social-presence, TAM, e-tailer Ⅰ. IntroductionA growing number of consumers have accepted e-tailers as a shopping channel. As the e-tail market continuously grows, the e-tail industry is becoming more competitive. Accordingly, it becomes more important for e-tailers to obtain and retain consumers, which demands a better understanding of online consumers.One of the well-known approaches to understanding consumers is to examine why they accept or reject an object, using an attitudinal model that posits the causal relationships of beliefs, attitude, behavioral , 2011;Coyle & Thorson, 2001;Gefen & Straub, 2003;Hassanein & Head, 2006;Hoffman & Novak, 1996;Hopkins, Raymond, & Mitra, 2004;Hyun & O'Keefe, 2012;Klein, 2003;Wang, Baker, Wagner, & Wakefield, 2007).Given the significance of presence in CMEs in- motivations to use it (Davis, 1989;Davis et al., 1992).

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Section: Data Collection and Samplementioning

confidence: 99%

Perceptions of Presence as Antecedents to E-tail Shopping - An Extended Technology Acceptance Model -

Park¹,

Hyun²,

Fairhurst³

et al. 2012

The Research Journal of the Costume Culture

View full text Add to dashboard Cite

show abstract

“…Until now, many useful and valuable insights have been offered about the antecedents of telepresence in virtual environments (for a review, see for example Lee, 2004b), its variety of forms (e.g. Keng and Lin, 2006;Lombard and Ditton, 1997;Shen and Khalifa, 2008), as well as its consequences in the formation of enjoyment feelings and the state of flow (e.g. Novak et al, 2000;Nah et al, 2011).…”

Section: Introductionmentioning

confidence: 99%

“…These include analyses about the influence of the individual's ability to engage in mental imagery in their sense of telepresence (e.g. Keng and Lin, 2006;Sas and O'Hare, 2003;Thornson et al, 2009;Weibel et al, 2011). Others (e.g.…”

Section: Introductionmentioning

confidence: 99%

Another look at ‘being there’ experiences in digital media: Exploring connections of telepresence with mental imagery

Rodríguez‐Ardura

Martínez–López

2014

Computers in Human Behavior

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Substantial multidisciplinary research has established foundational support for the consumer behaviour phenomenon that underlies the experience of telepresence within online social networks and other digital media products that provide hedonistic value. A review of major perspectives in this field provides justification of the important role mental imagery processes play in the phenomenon of telepresence. In line with this, we propose to extend existing approaches to mental imagery to reach the context of user experiences in digital media, and to theoretically connect telepresence with mental imagery. On this basis, and in conjunction with investigations bringing to light processes that intervene in the terrain of mental imagery, we present an integrative conceptual framework concerned with telepresence, and discuss the role of telepresence within a user's hedonistic usage of digital media products.2

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“…Telepresence is considered an important construct in virtual reality research where two main perspectives dominate: a psychological and a technological (Yin, Cicchirillo, & Drumwright, 2012). Various studies have found that presence influences the perceived product knowledge, brand attributes (Grigorovici & Constantin, 2004;Hopkins, Raymond, & Mitra, 2004), recall and recognition (Keng & Lin, 2006), attitudes towards advertisements (Hopkins et al, 2004) and purchase intentions. Generating a sense of presence depends on the media involved, user characteristics (perceptions of interactivity and vividness) and individual attention to media stimuli (Lessiter, Freeman, Keogh, & Davidoff, 2001).…”

Section: Virtual Reality -The Conceptmentioning

confidence: 99%

Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study

Grudzewski

Awdziej

Mazurek

et al. 2018

EBR

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: VR technology is an emerging IT innovation that greatly affects consumer behaviour and consumer perception of products. The aim of this study is to examine how the virtual reality phenomenon can be used as a marketing communication tool and how its usage affects the reception of individual components of a marketing message. The research conducted examined the possible impact of virtual reality on message perception and attitude towards particular offers. Additionally the authors wanted to find out whether there was a relationship between the use of virtual reality and the acceptance of new technologies in marketing communication. To verify the stated hypotheses empirical research was conducted involving an experiment with 150 observations of respondents taking advantage of three different marketing communication tools including: VR presentation with Oculus Rift hardware, video and printed advertisements. The results obtained reveal that VR technology positively and significantly impacts the reception of the offer, the technology involved and the presentation itself.

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Impact of Telepresence Levels on Internet Advertising Effects

Cited by 58 publications

References 17 publications

Perceptions of Presence as Antecedents to E-tail Shopping - An Extended Technology Acceptance Model -

Perceptions of Presence as Antecedents to E-tail Shopping - An Extended Technology Acceptance Model -

Another look at ‘being there’ experiences in digital media: Exploring connections of telepresence with mental imagery

Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study

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