کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1112819 | 1488404 | 2014 | 6 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The Effect of Incentive Type and Sex on Attitudes towards Interactive Television Advertising
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
موضوعات مرتبط
علوم انسانی و اجتماعی
علوم انسانی و هنر
هنر و علوم انسانی (عمومی)
پیش نمایش صفحه اول مقاله
![عکس صفحه اول مقاله: The Effect of Incentive Type and Sex on Attitudes towards Interactive Television Advertising The Effect of Incentive Type and Sex on Attitudes towards Interactive Television Advertising](/preview/png/1112819.png)
چکیده انگلیسی
An experiment was carried out to test the effect of incentive type and sex on users’ attitudes towards interactive television advertising. One hundred eleven subjects interacted with an application that offered either a free sample or a request for further information. The interaction between incentive type and sex was significant. In particular, women presented more negative attitudes than men when a free sample was offered. Implications for interactive advertising effectiveness are discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Procedia - Social and Behavioral Sciences - Volume 155, 6 November 2014, Pages 490-495
Journal: Procedia - Social and Behavioral Sciences - Volume 155, 6 November 2014, Pages 490-495