The Effect of Telepresence on Consumer Perceptions

• Main Authors: Wen-HsunChen, 陳玟勳
• Other Authors: Meng-Kuan Lai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/11264943588818981121

碩士 === 國立成功大學 === 經營管理碩士學位學程 === 98 === This research examines the effect of interactivity and media richness on telepresence, a sense of presence in a remote environment. Through the experimental studies with four different online advertising, we evaluate the effect of two characteristics— interactivity and media richness—on the creation of telepresence and assess the impact of telepresence on consumer perceptions about brand image, perceived risk , attitudes toward the advertised message, attitudes toward the advertised product and purchase intention. Thus, we expected increased levels of interactivity and media richness would lead to more positive perceptions toward online advertising, stronger feelings of telepresence and behavior consistency. Results show that interactivity and media richness both contribute to creating a sense of telepresence. Increases in interactivity and media richness are associated with increased feelings of telepresence, which have a significant and positive impact on brand image, attitudes toward the advertised message and attitudes toward the advertised product. Thus, through telepresence, these online advertising characteristics influence consumers’ cognitive responses. Besides, the mediating effect of telepresence on perceived risk is no significant differences. The variables of brand image, perceived risk and message attitude have no significant difference on behavioral intentions. Finally, managerial implications and research limitations are also discussed in this article.