Effect of online 3D advertising on consumer responses: the mediating role of telepresence

被引：42

作者：

Debbabi, Sana ^{[1
]}

Daassi, Mohamed ^{[2
]}

Baile, Serge ^{[3
,4
]}

机构：

[1] Univ Tours, Tours, France

[2] Univ Bretagne Occidentale, Brest, France

[3] Univ Toulouse 1, Management Informat Syst, Toulouse, France

[4] ESC Toulouse, Toulouse, France

来源：

JOURNAL OF MARKETING MANAGEMENT | 2010年 / 26卷 / 9-10期

关键词：

3D visualisation; telepresence; virtual-direct experience; material product; geometric product; advertising effectiveness;

D O I：

10.1080/02672570903498819

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study develops a conceptual framework for measuring the effectiveness of Internet-based 3D advertisements. The study uses an interdisciplinary literature review (marketing, information systems, and human-computer interaction) to enhance the understanding of the impact of using 3D visualisation in online advertisements, and to identify the most relevant conditions for application. The findings demonstrate the effectiveness of such ads in the case of a geometric product, as well as in the case of a material product. This study's results highlight the significance of telepresence as a mediator. The findings reveal that telepresence determines how ad format (2D versus 3D) influences the range of variables used to measure advertising effectiveness.

引用

页码：967 / 992

页数：26

共 82 条

[51] THE USE OF PRODUCT SAMPLING AND ADVERTISING - EFFECTS OF SEQUENCE OF EXPOSURE AND DEGREE OF ADVERTISING CLAIM EXAGGERATION ON CONSUMERS BELIEF STRENGTH, BELIEF CONFIDENCE, AND ATTITUDES [J].