인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
The purpose of this study is to provide broadcasters with basic data for managing their channel brand equities by suggesting the data about the relationship between channel brand equity and advertisement acceptance as well as the difference in receiver’s advertisement acceptance with regard to channel brand equity. The students of K, S and D universities located in Gyeonggi area, who are watching cable TV now, were selected as a population. For the study target sampling, among non-probability sampling methods, convenience sampling method was used, total 250 questionnaires were distributed and collected 227 questionnaires were used as final effective samples. For the data analysis, SPSS for window 17.0 statistic package was used to perform frequency analysis, reliance analysis, exploratory factor analysis, one-way ANOVA, correlation analysis and multiple regression analysis. Following results were drawn. First, from the result of verifying difference among broadcasters, it was found that channel loyalty, channel recognition and advertisement acceptance of SBS SPORTS were relatively higher than those of other broadcasters but for channel image, there was no significant difference in 3 broadcasters. Second, from the result of analyzing the correlation between channel brand equity and advertisement acceptance factors, the correlation between all factors excluding channel image was significant within significance level .01, showing mutually high correlation. Third, from the result of analyzing the effect of channel brand equity on advertisement acceptance, channel recognition gave a significant effect to 3 channels, channel loyalty gave a significant effect to 2 channels and channel image gave a significant effect to only 1 channel.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-ECN-0101-2013-692-001764877
