학술논문
인터넷의 광고효과에 미치는 요인 연구
이용수 88
- 영문명
- A Study of internet advertising and it's Effects in Korea
- 발행기관
- 호남대학교 인문사회과학연구소
- 저자명
- 양영종(Yang, Young Jong)
- 간행물 정보
- 『인문사회과학연구』제8집, 367~386쪽, 전체 20쪽
- 주제분류
- 사회과학 > 사회과학일반
- 파일형태
- 발행일자
- 2001.12.30
5,200원
구매일시로부터 72시간 이내에 다운로드 가능합니다.
이 학술논문 정보는 (주)교보문고와 각 발행기관 사이에 저작물 이용 계약이 체결된 것으로, 교보문고를 통해 제공되고 있습니다.
국문 초록
영문 초록
According to the report of the bureau of Information and Telecommunication this year, the number of internet users in Korea already exceeded 11.3 millions. As it is shown, this rapid increase in internet use leads its way out to the rapid increase as the marketing media (including advertising) promotes the products or services. However, the proportion of internet advertising in total advertising cost is yet low.
However, the testing that has been conducted has mainly been done with the traditional print and broadcast media; no known examination of with the traditional print and broadcast media; no known examination of the internet advertising effects has been made of the new medium that has come to be known as the World Wide Web. Unlike the traditional advertising media, familiarity and experience with the internet cannot be assumed for the majority of consumers at this time and may play a role in advertising effectiveness.
The research wan conduct at Honam University. The setting was unique in that it provides a relatively controllable environment where computers are available for subjects to use. A total of 110 subjects take part in the experiment to each of the three treatments.
Based on research results, the attitudes toward internet advertising were shown to have a very high degree of correlation with attitude toward attention toward internet advertising, attitude toward brands, and purchase intention, verifying that the hierarchy-of-effects is in force. Although the theory that such layer efficacy can be applied in the existing media is a prevailing one, it could also be shown that it also applied in internet advertising as well. In other words, the hierarchy-of-effects was confirmed to have its presence felt in the form of attitude-toward-the-ad(Aad)→brand-attitude(Ab)→purchase intention(PI), all regarding internet advertising.
Moreover, simple internet advertisements with a diverse range of changes elicited more favorable responses than complex ones. This result can be attributed to the fact that internet users are more likely to selectively accommodate and digest information on their own rather than being dictated by a theory that complexity imbues negativity.
In the case of simple internet advertising, the more internet experience the users had (Time spent on the internet), the more favorable their responses were in terms of Aad, Ab, and PI.
Analyzing the significance of this research produced the following observations:
First, the attitudes toward the internet have positive relationships with attention toward internet advertising, attitudes toward internet advertising, attitude toward brands, and purchase intention.
Second, simple internet advertising appeals more to consumers. One needs to recognize internet advertising as one of the marketing media and accordingly conduct consumer-oriented research in this area as was done for the existing media.
Third, the more experience one has with the internet, the more favorable his/her attitude will be toward the internet. Such discovery could be a basis on which companies will be able establish strategies in internet-based marketing communications. It could also become a basis in determining the budget for internet advertising.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론 및 향후 연구방향
참고문헌
Abstract
키워드
해당간행물 수록 논문
- 한국제조업의 지역별 생산구조의 차이
- 고려말 무장세력의 군사적 배경
- 刊行辭
- A Study of pro-drop in English
- 자음군 간략화에 대한 CV 음운론적 분석
- 孟子心性論小考
- 强姦犯罪와 그 對應方案
- 일본 지방분권개혁의 문제점과 과제
- 지역경제의 활성화 방안
- 이야기 자료를 활용한 초등영어 수업 모형
- 漢語縮略語初探
- 가상공간에서의 표현의 자유
- 唐代의 科擧制와 社會
- 광고모델선정에 있어 PSI척도적용의 타당성 연구
- 중국농촌사회의 분화에 관한 연구
- 인터넷의 광고효과에 미치는 요인 연구
- 예이츠의 시 세계와 사상
- 도시노인의 일상생활 분석을 통한 노년기 적응유형 연구
- 지방행정 환경의 변화추세와 개혁방안
- 완결상 체계에 대한 한영 비교 연구
- 해남의 지명연구
참고문헌
관련논문
사회과학 > 사회과학일반분야 BEST
더보기사회과학 > 사회과학일반분야 NEW
- 장애인재활상담사 보수교육 운영에 관한 인식 연구: 재활관련 기관 종사자 FGI를 기반으로
- 장애인재활상담사의 직무요인과 상담 전문성, 자기효능감이 심리적 소진에 미치는 영향
- 발달장애 근로 청년의 1인 가구 자립생활 지원 욕구에 관한 연구: 장애 당사자⋅보호자⋅지원인력을 중심으로
최근 이용한 논문
교보eBook 첫 방문을 환영 합니다!
신규가입 혜택 지급이 완료 되었습니다.
바로 사용 가능한 교보e캐시 1,000원 (유효기간 7일)
지금 바로 교보eBook의 다양한 콘텐츠를 이용해 보세요!