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. © 2009 Springer Berlin Heidelberg.
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CITATION STYLE
Dong, X., & Rau, P. L. P. (2009). Context awareness and perceived interactivity in multimedia computing. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 5612 LNCS, pp. 21–29). https://doi.org/10.1007/978-3-642-02580-8_3
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