本研究主要在發現網路廣告的互動性和提供的媒體資訊豐富程度對虛擬臨場感的影響。此外，利用互動性和媒體資訊豐富度所產生的虛擬臨場感，探討是否能增加消費者的知覺效果。根據過去研究文獻的探討，本研究發展出11個假設，包括互動性和媒體資訊豐富度對虛擬臨場感的影響以及間接對消費者品牌印象、知覺風險、訊息態度、產品態度和購買意願的影響。根據學者研究對互動性和媒體資訊豐富度的定義，選擇網路上既有的經驗產品網路廣告，分別選擇四種不同的互動性和媒體資訊豐富度，進一步根據網路廣告內容發展出適當的網路問卷。
研究結果顯示，隨著網路廣告互動性的增加和媒體提供的資訊豐富度越好，消費者的虛擬臨場感就會越高，間接增加消費者對網路廣告的品牌印象、訊息態度和產品態度。
本研究的虛擬臨場感雖然會對消費者的品牌印象、訊息態度和產品態度有所影響，但對消費者的知覺風險仍無法產生影響作用。由此可知，虛擬臨場感的呈現在網路廣告中扮演具有影響力的角色，但媒體必須提供適切的資訊豐富度和互動性才能促進網路廣告虛擬經驗的產生進而降低知覺風險。然而，建構虛擬臨場感來提高消費者的知覺與購買意願之間的關係在本研究則無法得到支持。

This research examines the effect of interactivity and media richness on telepresence, a sense of presence in a remote environment. Through the experimental studies with four different online advertising, we evaluate the effect of two characteristics— interactivity and media richness—on the creation of telepresence and assess the impact of telepresence on consumer perceptions about brand image, perceived risk , attitudes toward the advertised message, attitudes toward the advertised product and purchase intention. Thus, we expected increased levels of interactivity and media richness would lead to more positive perceptions toward online advertising, stronger feelings of telepresence and behavior consistency.
Results show that interactivity and media richness both contribute to creating a sense of telepresence. Increases in interactivity and media richness are associated with increased feelings of telepresence, which have a significant and positive impact on brand image, attitudes toward the advertised message and attitudes toward the advertised product. Thus, through telepresence, these online advertising characteristics influence consumers’ cognitive responses.
Besides, the mediating effect of telepresence on perceived risk is no significant differences. The variables of brand image, perceived risk and message attitude have no significant difference on behavioral intentions. Finally, managerial implications and research limitations are also discussed in this article.

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