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Context Awareness and Perceived Interactivity in Multimedia Computing

  • Xiao Dong
  • Pei-Luen Patrick Rau
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5612)

Abstract

Context awareness and perceived interactivity are two factors that might benefit mobile multimedia computing. This research takes mobile TV advertisements as a scenario and verifies the impacts of perceived interactivity and its interaction with context awareness. Seventy-two participants were recruited and an experiment was conducted in order to identify those impacts. The main findings indicated the following: (1) the effect of high perceived interactivity advertisement is significantly better than the effect of low perceived interactivity advertisement; (2) the interaction of context awareness and perceived interactivity has a significant influence on the effect of mobile TV advertising.

Keywords

Context awareness perceived interactivity mobile TV advertising 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Xiao Dong
    • 1
  • Pei-Luen Patrick Rau
    • 2
  1. 1.Industrial & System Engineering DepartmentUniversity of MinneostaMinnesotaUSA
  2. 2.Industrial Engineering DepartmentTsinghua UniversityBeijingP.R. China

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