Effect of user and information characteristics on internet advertisement attitudes : Theoretical framework and empirical validation

This research focuses on internet advertisement success factors derived from the relevant researches and clarified the concept of user and information characteristics. The corresponding determinants are suggested such as organizational characteristics, user characteristics, and information characteristics. Success factor of internet advertisement is used by user attitude. We then examine the impact of corresponding determinants on the success factors. Hypotheses on their characteristics were tested for 174 persons. The results indicated that organizational characteristic, user characteristic and information characteristic was partly found as a positive impact on the internet advertisement success while quality of innovation and purchase promotion traits were not significant.

사용자 특성과 광고정보의 특성이 Internet광고태도에 미치는 실증적 연구