Abstract

A Study on the Effects of Interactive Advertising
- Focusing on the Audience Variables of Telepresence

Tak, Jin-young / Ph.D. Professor, Keimyung University, Dept. of Mass Communication

Park, Jung-hyang / Ph.D. Lecturer, Kyungbuk National University

The purpose of this study was investigating the influences of interactive advertising focusing on Telepresence experience of audiences and proposing practical strategies for interactive advertising. Reviewing various preceeding variables of user experience, this study tried to empirically test the effects of Telepresence experience on interactive advertising with the audience variables.

The results showed that audiences with the higher involvement on interactive advertising and the more skills about computer technology of interactive advertising indicated stronger Telepresence experience rates. However, audiences' immersive tendency toward stimulus resulted in low effects on Telepresence experiences of audience. The results also revealed that if the users had higher experience rate of Telepresence, they tended to have more favorable attitudes toward the web site and the brand. Further, this higher rate of Telepresence led the audience to higher intentions to revisit the web site. Finally, the effect coefficient of Telepresence variable on intention to revisit the web site also indicated that indirect effects via attitudes toward the web site and the brand was bigger than direct effects of Telepresence.

Key words : interactive advertising, Telepresence, audience variables, effects