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Study on the Effect of App Reverse Cycle Propagation Under Multi-screen Propagation

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HCI International 2019 - Posters (HCII 2019)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1034))

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Abstract

According to the definition of thermodynamics, the transfer of heat source from a cryogenic body to a high-temperature body is called reverse circulation phenomenon. In the field of communication, App, as a representative of the flourishing new media, carries out advertising communication through the declining traditional media represented by TV media, which is also seen as a “reverse cycle” of communication phenomenon. In the era of multi-screen communication, the audience’s attention is distracted, and the effect of App’s advertising communication through TV media needs to be evaluated. Based on the situation of multi-screen communication and taking Chinese variety shows as an example, this paper explores the factors affecting the propagation effect of App’s “reverse cycle”. The corrcoef function in MATLAB is used to test the reliability and validity of variables, and then the hypothesis is verified by structural equation model. Finally, the key indicators affecting the communication effect are obtained.

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Acknowledgments

We wish to thank all test participants for taking part in our research. This research was supported by The State Administration of Press, Publication, Radio, Film and Television, Publishing and Development (East China Normal University) Key Laboratory Open Project Fund Project (ECNUP-KF201806), Shanghai Science Education Development Foundation Funded Project (2201802), Shanghai Design IV Summit Open Fund Funded project (DA18302).

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Authors and Affiliations

  1. East China University of Science and Technology, Shanghai, China

    Yuhui Zhang, Zhengqing Jiang & Rongrong Fu

Authors
  1. Yuhui Zhang
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  2. Zhengqing Jiang
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  3. Rongrong Fu
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Corresponding author

Correspondence to Zhengqing Jiang .

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Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

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Zhang, Y., Jiang, Z., Fu, R. (2019). Study on the Effect of App Reverse Cycle Propagation Under Multi-screen Propagation. In: Stephanidis, C. (eds) HCI International 2019 - Posters. HCII 2019. Communications in Computer and Information Science, vol 1034. Springer, Cham. https://doi.org/10.1007/978-3-030-23525-3_21

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  • DOI: https://doi.org/10.1007/978-3-030-23525-3_21

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-23524-6

  • Online ISBN: 978-3-030-23525-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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