목차

목 차
국문요약························································································ⅰ
표목차···························································································ⅷ
그림목차························································································ⅹ
Ⅰ. 서론 ······················································································ 1
1. 연구의 배경 및 목적 ······························································· 1
1) 연구 배경 ··········································································· 1
2) 연구 목적 ··········································································· 7
2. 연구의 방법 및 범위 ······························································· 8
1) 연구방법 ··········································································· 8
2) 연구구성 ··········································································· 9
Ⅱ. 이론적 배경 ·········································································· 12
1. 프로그래매틱 광고의 이해···················································· 12
1) 로그래매틱 광고의 개념과 특성 ········································· 12
2) 프로그래매틱 광고의 이용현황 및 사례 ·······························18
2. SNS 콘텐츠 광고유형 특성 ···················································· 22
1) 네이버 ·············································································· 22
2) 카카오 ············································································· 26
3) 페이스북 ·········································································· 30
4) 인스타그램 ······································································· 35
3. 광고태도 이론 ········································································ 39
1) 인지적 태도 ····································································· 40
2) 감정적 태도 ···································································· 41
4. 행동의도 이론 ········································································· 42
1) 구전의도 ········································································· 42
2) 구매의도 ········································································· 42
Ⅲ. 연구설계 ················································································ 44
1. 연구모형 및 연구문제 ······························································· 45
2. 변수의 조작적 정의 ································································ 46
1) SNS 광고유형 ··································································· 46
2) 광고태도 ·········································································· 48
3) 행동의도 ·········································································· 49
3. 설문지 구성 ··········································································· 50
4. 자료수집 및 분석방법 ······························································· 53
Ⅳ. 실증분석 및 고찰····································································· 55
1. 조사대상자의 인구통계학적 특성 ············································· 55
2. 조사대상자의 SNS 사용현황 특성 ············································ 56
3. 일반적 특성별 SNS이용 현황 특성 ··········································· 58
1)일반적 특성별 모바일 하루사용시간············································ 58
2)일반적 특성별 하루평균 SNS방문접속 횟수·································· 60
3)일반적 특성별 주로 이용하는 SNS··············································· 62
4. SNS이용 매체별 (네이버, 카카오, 페이스북, 인스타그램) 광고태도와
행동의도 ················································································ 64
1) 네이버····················································································· 64
(1) 광고태도의 타당성과 신뢰도····················································· 64
(2) 행동의도의 타당성과 신뢰도····················································· 66
(3) 광고태도와 행동의도의 기술통계·············································· 67
(4) 일반적 특성에 따른 주요변수의 차이········································· 67
(5) 이용행동에 따른 주요변수의 차이············································· 68
(6) 네이버 광고태도가 행동의도에 미치는 영향······························· 69
2) 카카오톡·················································································· 70
(1) 광고태도의 신뢰도와 타당성····················································· 70
(2) 행동의도의 신뢰도와 타당성······················································ 71
(3) 광고태도와 행동의도의 기술통계··············································· 72
(4) 일반적 특성에 따른 주요변수의 차이·········································· 73
(5) 이용행동에 따른 주요변수의 차이·············································· 74
(6) 카카오 광고태도가 행동의도에 미치는 영향································ 75
3) 페이스북·················································································· 76
(1) 광고태도의 신뢰도와 타당성····················································· 76
(2) 행동의도의 신뢰도와 타당성····················································· 77
(3) 광고태도와 행동의도의 기술통계··············································· 78
(4) 일반적 특성에 따른 주요변수의 차이········································· 79
(5) 이용행동에 따른 주요변수의 차이············································· 80
(6) 페이스북 광고태도가 행동의도에 미치는 영향···························· 81
4) 인스타그램·············································································· 82
(1) 광고태도의 신뢰도와 타당성···················································· 82
(2) 행동의도의 신뢰도와 타당성···················································· 83
(3) 광고태도와 행동의도의 기술통계············································· 84
(4) 일반적 특성에 따른 주요변수의 차이········································ 85
(5) 이용행동에 따른 주요변수의 차이············································ 86
(6) 인스타그램 광고태도가 행동의도에 미치는 영향························ 87
Ⅴ. 결과 요약 및 결론 ································································· 88
1. 연구결과의 요약 ·································································· 88
2. 연구의 시사점 및 제언 ······················································· 94
참고문헌 ·················································································· 96
부 록 ························································································ 101
ABSTRACT ··············································································· 112
감사의 글 ···················································································116