인터넷의 광고효과에 미치는 요인 연구

• 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: PDF
• 발행일자: 2001.12.30

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