여행사의 인터넷광고 반응과 광고태도, 상표태도 및 구매의도간의 관계

• 영문명: The Relation between Response of Travel Agency's Internet Ad and Ad Attitude, Brand Attitude and Purchase Intention
• 발행기관: 대한관광경영학회
• 저자명: 박희석 김영화
• 간행물 정보: 『관광연구』제16권 제2호, 167~185쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2001.12.30

영문 초록

The purpose of this study is to analyse the cognitive, affective response to travel agency's Internet Ad, to know the relation between this response and Ad attitude, brand attitude and purchase intention. The results and suggestions are as follows: First, the cognitive response to Ad attitude had a positive effect, but to brand attitude had no effect. Second, the affective response to Ad attitude and brand attitude had no effect. Third, the Ad attitude to brand attitude had a positive effect. Forth, the Ad attitude to purchase intention had a positive effect. Fifth, the brand attitude to purchase intention had a positive effect. So in the travel agency's Internet Ad, the important thing is to raise the creativity and adequacy of cognitive factor.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계

Ⅳ. 결과분석

Ⅴ. 결론

참고문헌

키워드

여행사 인터넷광고 인지적ㆍ감정적 반응 광고ㆍ상표태도 구매의도 공분산 구조분석