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研究生： Aiyman Mattar
論文名稱： How the Synchronized Stimuli May Influence VOIP Users’ Attention
指導教授： 蕭中強
Chung Chiang Hsiao
口試委員:
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 科技管理研究所
Institute of Technology Management
論文出版年： 2008
畢業學年度： 96
語文別： 英文
論文頁數： 47
中文關鍵詞： Attention 、VOIP ads 、Synchronization 、Synchronized signals 、Auditory cues
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    • The aim of the following study, from cognitive response and information processing perspectives, is to determine if we can utilize synchronization factor in VOIP advertising. And how synchronized signals between conversational partners can affect processing ad/brand information which to be presented to VOIP users. The study is empirical study makes use of an experiment involving 130 university students. The study suggests that synchronized signals between users lead to higher attention and better cognitive response than non synchronized condition, and that the auditory cues have positive impact on the participants’ attention. The different groups were manipulated experimentally by synchronized/non-synchronized modes and auditory cues. Collected data revealed partially significant result for synchronization manipulation, but directionally all the results support the hypothesis. While for the auditory cues impact, the results provide significant support for the hypotheses.

    Table of Content CHAPTER 1 INTRODUCTION 1 Introduction 1 Problem Statement and Research Objectives 2 CHAPTER 2 LITERATURE REVIEW 5 Processing Auditory and Visual Stimuli 5 Multiple Resources Theory 7 Auditory Cues – Attenuated Audio Signals 9 Synchronized Signals 11 CHAPTER 3 PROPOSED THEORY AND HYPOTHESES 14 CHAPTER 4 RESEARCH METHOD 18 Participants 18 Design 18 Procedure 19 Pre-test 20 Main Task 21 Variables and Measures 22 CHAPTER 5 RESULTS 25 CHAPTER 6 GENERAL DISCUSSION 31 Discussion 31 Theoretical Contribution 35 Managerial Implications 36 Limitations 37 Future Research 38 REFERENCES 41 APPENDIX 43 A-Screen View 43 B-Brand Pretest 44 C-After Experiment Brand Recognition Task 46 D-Experiment Logos 47 List of Figures Figure 1 Illustration of Three Dimensional Metrics of the Human Processing Resources (Adapted from Wickens, 1984) 8 Figure 2 Mean Recall Percentage as A function of Synchronization Mode 26 Figure 3 Mean Recall Percentage as A function of Auditory Cues under Visual Synchronization 27 Figure 4 Mean Recall Percentage as A function of Auditory Cues 28 Figure 5 Mean Recall Percentage of G1 versus Subgroup G3 with Auditory Cues 29 Figure 6 Comparing Means of All Conditions Using Free Report Results 30

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