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
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Since the 2000s, the advent of the Internet and the rapid growth of mobile communication have radically changed the roles and concepts of media as older generations knew it. Such change leads over-the changes in the entire digital media industry as well as the life- style of the media users. In order to understand the characteristics of mobile media and mobile advertisements, which have brought about such a radical change in media, it is necessary to have a deeper understanding on the uses of mobile media including mobile advertisements. Also, interactive-media advertising is a new field with many opportunities for emergent research. In this study, a survey was conducted to collect the relevant study data. Using SPSS 17.0 software, analyses of the collected data was done through factor analysis and multiple regression analysis. Results show that of the six elements of mobile advertisements, entertainment and economy had significant influence over users’ absorption, while entertainment and informativeness had a significant influence over intrusiveness. On the other hand, intrusiveness had a negative impact on the attitude of mobile users toward advertisements, however, intrusiveness did not have a significant influence over the intention to verbally communicated messages. With such results, it was possible to suggest a differentiated strategy through various efficacy analyses depending on which elements of the mobile advertisements wielded their influences.
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참고문헌 (30)
참고문헌 신청
Tak, Jin-Young / 2005 / Explanatory Study on Persuasive Effect Mobile Advertisements : Based on Degree of Participation and Passive Learning Theory / Journal of Media and Science Study 5(1):265~300
Vespe, Frank / 1997 / High-Tech Billboards: The Same Old Litter on a Stick / Journal of Public Policy & Marketing 16(1):176~179
양병화 / 2005 / 모바일 광고의 태도효과 모델 연구 / 광고연구 69(69):139~163
Yim, Seung-Mi / 2008 / The Effect of Compulsory Exposure of Internet Advertisement on Memory and Attitude / Korean Study of Merchandise 26(2):81~93
Assael, Henly / 1988 / Consumer Behavior and Marketing Action / PWS-KENT & NELSON, 3rded
Vespe, Frank / 1997 / High-Tech Billboards: The Same Old Litter on a Stick / Journal of Public Policy & Marketing 16(1):176~179
양병화 / 2005 / 모바일 광고의 태도효과 모델 연구 / 광고연구 69(69):139~163
Yim, Seung-Mi / 2008 / The Effect of Compulsory Exposure of Internet Advertisement on Memory and Attitude / Korean Study of Merchandise 26(2):81~93
Assael, Henly / 1988 / Consumer Behavior and Marketing Action / PWS-KENT & NELSON, 3rded
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