Uses and Gratifications of Electronic Billboard Broadcasting and Its Impacts on Attitudes toward EBB Advertising

• 발행기관: 한국OOH광고학회
• 저자명: 전종우 이현숙 박재희
• 간행물 정보: 『OOH광고학연구』제7권 제1호, 105~121쪽, 전체 17쪽
• 주제분류: 사회과학 > 신문방송학
• 파일형태: PDF
• 발행일자: 2010.03.31

국문 초록

This study investigated Electronic Billboard Broadcasting(EBB) based on the uses and gratification approach. Using Korean college students as a sample, this study explored the motivational dimensions of EBB uses and investigated relationships with attitudes toward EBB media and EBB advertising. This study found five motivational dimensions of EBB uses: entertainment, information, pastime, participation, and relaxation. Among them, information and pastime are important factors affecting attitudes toward EBB media, and entertainment positively influences attitudes toward EBB advertising. The findings of this study could provide critical insights into EBB as media and its advertising effect on consumers.

목차

1. INTRODUCTION

2. LITERATURE REVIEW

3. METHODOLOGY

4. RESULTS

5. DISCUSSIONS AND CONCLUSION

REFERENCES

키워드

Electronic Billboard Broadcasting Advertising Attitudes