This study examined the dimensions of interactivity and vividness to propose three telepresence levels: content presence, social presence, and personal presence. Then, an experiment investigated the impact of different telepresence levels on Internet advertising. The effects of interactions between vividness of visual imagery (VVI) and product types in relation to telepresence levels and advertising effects were also analyzed. The study employed a factorial design: 4 (levels of telepresence) x 2 (product types) x 2 (VVI). Levels of telepresence and product types were both manipulated between subjects. VVI was measured within subjects. Experimental findings showed that high levels of telepresence of an Internet advertisement increased subject recall and recognition. The low VVI respondent group would have greater recognition than traditional advertisements when respondents were exposed above the level 2 (social presence) advertisement and the effect of recognition increased from level 1 (content presence) to level 3 (personal presence). Recognition increased from level 1 (content presence) to level 2 (social presence) for both search and experience product groups; however, only recognition of the experience product group increased in level 3 (personal presence).
We explored the antecedents of mobile coupon use based on acquisition-transaction utility theory (Lichtenstein, Netemeyer, & Burton, 1990) and the technology acceptance model (TAM; Davis, 1989). We analyzed data collected from 365 mobile phone users in Taiwan and developed a theoretical and empirical model. The results indicate that consumers with a higher degree of coupon proneness are more likely to recognize the usefulness of mobile coupons, and have more positive attitudes and behavioral intention toward coupon use. Both consumers' perceived usefulness and attitudes toward use appeared to have an equal and positive impact on their behavioral intention to use.
From the perspective of range theory we explored whether or not consumer evaluation of waiting time depends on a comparison between the actual waiting time and the expected range of waiting time that is specified in the marketing communication. A 2 × 2 between-subjects design
was employed, and evaluation of waiting time served as a critical dependent variable. Results indicated that consumers' evaluation of waiting time was significantly different when they were advised of different ranges of waiting time guarantee. For the condition of 3-7 days of waiting time
guarantee, participants' evaluation of waiting time was significantly favorable because the actual number of waiting days was less than the maximum of 7 in the guarantee.
In this study, we discussed the antecedents of online game adoption based on the technology acceptance model. A total of 303 valid questionnaires were collected and hypotheses were tested using structural equation modeling. Results showed that telepresence positively influences parasocial
interaction, perceived usefulness (PU), perceived ease of use (PEU), and perceived playfulness (PP). Parasocial interaction was found to have a positive impact on subjective norms (SN), PU, and PP. In addition, SN positively influenced image (Im) and PEU positively influenced PU and PP. Finally,
behavioral intention to use (BIU) online games was found to be positively affected by SN, PU, PEU, and PP.
Objectives: Regulatory science (RS) grounds its value on enhancing regulatory capacity through developing and adopting scientific disciplines applicable to the evaluation of health-related products. While drug regulatory authorities (DRAs) are increasingly engaged with RS, their approaches have not been systemically examined. This research aimed to analyze the experiences of RS development based on a cross-country comparison guided by the logic modeling. Methods: DRAs in China (National Medical Products Administration, NMPA), the United States (Food and Drug Administration, FDA), the European Union (European Medicines Agency, EMA) and Japan (Pharmaceuticals and Medical Devices Agency, PMDA) were the study targets as they had officially launched RA initiatives. Documentary analysis of government documents and scoping literature review were conducted for data collection.
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