Actitud y motivación hacia la publicidad interactiva en televisión: influencia de la complejidad de la aplicación y del tipo de incentivo
Resumen
Se analiza la influencia de la complejidad de la aplicación y del tipo de incentivo sobre la actitud hacia la publicidad interactiva en televisión. La actitud se presenta como un indicador indirecto de la motivación, aspecto decisivo en el éxito de la comunicación interactiva. En la investigación, se diseñaron cuatro aplicaciones de publicidad interactiva y se testaron en un estudio experimental con 111 sujetos. No se encontraron diferencias significativas en las comparaciones según nivel de complejidad. Por otro lado, se halló que el tipo de incentivo ofrecido puede afectar la actitud hacia este tipo de aplicaciones y su utilización.
Palabras clave
Publicidad interactiva, televisión interactiva, interactividad, actitud, motivaciónCitas
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Derechos de autor 2010 Laura Aymerich-Franch, Matilde Delgado, Emili Emili Prado
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
