TY - JOUR
T1 - Antecedents and consequences of cross-media usage
T2 - A study of a TV program's official Web site
AU - Lin, Jhih Syuan
AU - Cho, Chang Hoan
PY - 2010/4
Y1 - 2010/4
N2 - This study explores the causal relationships among and within the antecedents and consequences of television (TV) viewers' cross-media usage. The results indicated that viewers who are highly involved in a program tend to visit the program's official Web site more often and stay longer than a viewer who is not highly involved, thereby leading to better Web site loyalty. This loyalty leads to an increase in the use of Interactive Online Product Placement (IOPP), which has a positive influence on their attitude toward the sponsor, and their purchase intentions. The implications of these findings and recommendations for future research are discussed.
AB - This study explores the causal relationships among and within the antecedents and consequences of television (TV) viewers' cross-media usage. The results indicated that viewers who are highly involved in a program tend to visit the program's official Web site more often and stay longer than a viewer who is not highly involved, thereby leading to better Web site loyalty. This loyalty leads to an increase in the use of Interactive Online Product Placement (IOPP), which has a positive influence on their attitude toward the sponsor, and their purchase intentions. The implications of these findings and recommendations for future research are discussed.
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U2 - 10.1080/08838151003737998
DO - 10.1080/08838151003737998
M3 - Article
AN - SCOPUS:77952830266
VL - 54
SP - 316
EP - 336
JO - Journal of Broadcasting and Electronic Media
JF - Journal of Broadcasting and Electronic Media
SN - 0883-8151
IS - 2
ER -