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Empirical Analysis of Interactive Control’s Effectiveness: A Parent-Subsidiary Company’s Interdependence Perspective
Enterprise Group Interdependence Interactive Control Performance
2013/2/23
Due to the increasingly complex business environment and the principal-agent relationship, the enterprise group should establish a control system to prevent agency risk. Besides traditional system con...
Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments
Experiencing Interactive Advertising Rich Media Ad Type and Presence Brand Effectiveness 3D Gaming Immersive Virtual Environments
2009/12/2
Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment conten...
Interactive Advertising Concentration: A First Attempt
Interactive Advertising Concentration A First Attempt
2009/12/2
The University of Texas Advertising Department introduced its first Internet advertising class in 1995. That class quickly became quite popular with students, and it helped them to find jobs in the qu...
Longevity of Websites and Interactive Advertising Communication
Websites and Interactive Advertising Communication
2009/12/2
This study traces survival of advertising-related Web sites for a five-year period from 1997-2002. Client organizations had the best survival rate, about 70%, while less than 50% of advertising agency...
The Interactive Advertising Model Tested:The Role of Internet Motives in Ad Processing
The Interactive Advertising Model Tested Internet Motives Ad Processing
2009/12/2
Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were eac...
The Interactive Advertising Model:How Users Perceive and Process Online Ads
Interactive Advertising Model Online Ads
2009/12/2
The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought. The model begins with the functional perspective, whic...