인터넷 광고효과에 관한 연구 (인터넷광고)

목차

Ⅰ. 서 론
Ⅱ. 인터넷 광고효과에 관한 고찰
1. 웹사이트와 광고효과
2. 웹사이트 이용자의 특성과 광고효과
3. 인터넷 이용성향과 광고효과
4. 커뮤니케이션효과와 상호작용효과
5. 커뮤니케이션효과와 행동효과
6. 상호작용효과와 행동효과
Ⅲ. 연구모형과 가설의 설정
1. 연구모형의 구축
2. 가설의 설정
3. 조사방법
Ⅳ. 분석 및 해석
1. 타당도 및 신뢰도 분석
2. 가설의 검증
Ⅴ. 결 론
1. 연구결과의 요약
2. 연구의 한계점 및 제언
참고문헌
Abstract

본문내용

e Ad as a Mediator of Consumer Brand Choice", Journal of Advertising, 10(2), pp. 9-15.
40. (1992), "Devining Virtual Realiy : Dimension Determining Telepresence". Journal of Communication, 42(4), pp. 73-93.
41. Thomsen, M. D.(1996), Advertising on the Internet, Unpublished Master's Thesis, University of Westminster, http://www.pg.dk/pg/advertising/thomsen.htm(2000. 8.).
42. Yang, C. C.(1994), "Screen-Based Interactive Advertisements and Their Effectiveness: An Exploratory Study of Cross-National Computer Users", Ph. D. dissertation, Ohio State University, pp. 240-245.
43. http://nome.mju.ac.kr/~nynen/internetsurvey.htm.
44. http://www.ecommerce.gov/danc1.htm.
45. http://www.nua.ie/surveys/how_many_online/world.html.

A Study on the Effects of Internet Advertising
Kim, Young-Man*
The development of information technology causes the marketing activities of firms to concentrate on the Internet. advertising on the Internet is of great importance in marketing strategics. The precedents studies on Internet advertising are limited to quantitative characteristics such as the number of clicking banners or hittings and so on. This study is designed to make an analysis of the relationship among the effects of interaction, communications and behaviors in terms of the characteristics of web sites, web users, web users' propensity of internet and to construct the model of the effects of Internet advertising.
The model was constructed through theoretical examination, and the data collected with Internet users located in Busan and Kyungnam Province by questionnaires. And then, I made a path analysis among the variables through the model of structure equations as a vehicle for verifying hypotheses. The findings was proved to be like the following in relation to the paths of the effects of Internet advertising: first, the characteristics of web sites→the effects of communications→the effects of behavior; second, the characteristics of web sites→the effects of interaction→the effects of behavior; third, the characteristics of web sites→the effects of interaction→the effects of behavior; fourth, the characteristics of web users→the effects of communications→the effects of behavior; at last, the characteristics of web users→the effects of communications→the effects of interaction→the effects of behavior.
The features of recreation, relevancy and information on the web sites are revealed to enhance the effects of cognition and emotions, which is regarded as improving the intention and action of interaction. The effects of communication and interaction turn out to have a significant influence on the effects of behavior. Accordingly, if these considerations are well recognized in construction of web sites, it is possible to enhance the effects of Internet advertising. In future research, it should be that rating standards is developed and sophisticated in accordance with the forms of using the Internet, and that their contribution taken into consideration.

키워드

인터넷,   광고효과