In recent years, new media grow vigorously, and in which is most noticeable by the outdoor media. The reason is that along with the progress of technology the broadcasting of advertisement can be settled in many kinds of place filled with people, like department stores and supermarkets, no longer limited by the time or the place. Besides, people will be attracted by the visual and acoustic effect of this new medium. Therefore, this study is based on Web Advertising Attitude Model, and the main purpose of this study is to understand the audience¡¦s attitude toward digital signage, a new outdoor medium. Three findings are revealed. First, the relevant demographic variables have no significant effect on attitude toward advertising. Second, the informativeness and credibility of advertising have significant effect on advertising value. Furthermore, they will result in the positive attitude toward advertising. Finally, the entertainment and irritation have no significant effect on advertising value.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0717108-140201 |
| Date | 17 July 2008 |
| Creators | Wang, Chen-kuo |
| Contributors | Jih-hwa Wu, Yue-shan Chang, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0717108-140201 |
| Rights | campus_withheld, Copyright information available at source archive |
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