공익광고 효과에 미치는 상호작용 영향

• 영문명: Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition
• 발행기관: 한국IT서비스학회
• 저자명: 박준영(Junyoung Park) 강동우(Dongwoo Kang) 강현진(Hyunjin Kang) 권혜연(Hyeyon Kwon) 김준태(Joontae Kim) 박병호(Byungho Park) 조현(Hyeon Jo)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제12권 제4호, 235~253쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement, Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) × 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구목적 및 가설

4. 연구 방법

5. 연구 결과

6. 결론 및 논의

참고문헌

키워드

Public Advertisement Advertiser Customer Involvement Need for Cognition