• Journal of Global Scholars of Marketing Science
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• v.6
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• pp.233-260
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• 2000

본 연구의 목적은 (1) 인터넷환경하에서 인터넷광고에 대한 태도와 인터넷광고의 효과성 간의 효과를 검증하고, (2) 인터넷광고에 대한 태도와 인터넷광고의 효과성간의 관계에 대 한 인터넷사용자의 라이프스타일의 조절효과를 검증하는 것이다. 이를 위해 광고에 대한 태도연구와 효과성에 관한 선행연구를 통해 두 번수간외 관계성올 알아보았으며, 이는 인터넷 환경하에서도 적용되는지를 알아보기 위한 가설을 설정하였다. 실증분석을 통한 결과는 인터넷광고에 대한 태도는 권유의도, 고려의도, 재방문의도, 구 매의도에 정(+)의 영향을 미치는 것으로 나타났으며 인터넷시장에서 인터넷광고에 대한 태 도와 인터넷광고의 효과성은 전통적인 시장에서와 같이 동일하게 작용되었다. 두 번째로 인터넷사용자들의 라이프스타일에 따라 차이가 있을 것이라는 연구가설을 여섯 개의 유형 으로 나누어 연구한 결과 인터넷광고에 대한 태도와 구매의도간에는 인터넷사용자들의 라 이프스타일 유형에 따라 차이가 있는 것으로 나타났다.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.127-146
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• 2001

Attitude toward the advertising is widely used in studies of traditional mass media advertising. As internet marketing becomes more important, attitude toward the website will gain parallel status in evaluating effectiveness. And also, studies on relationship among attitude toward the website, attitude toward the advertising, attention to the commercial, attitude toward the brand, & purchase intention was needed. This study sets a hypothetical model about the relationship among attitude toward the website, attitude toward the advertising, attention to the commercial, attitude toward the brand, & purchase intention. And to testify this model, 10 hypotheses were set. The results of the analysis, all variables were related significantly.

• The Journal of the Korea Contents Association
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• v.7 no.9
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• pp.44-53
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• 2007

The purpose of this study is to identify the most efficient expression method by analyzing advertising expression method by 16 types of product in internet advertising. First of all, It made inquiries about expression method and attitude of internet advertising for this study and identified a conception, characteristics, and types of internet advertising through literature reviews about internet advertising. This study offered expression the korean alphabet, hangout about banners ads, sponsorship ads, interstitial ads and pop-up ads. This study analyzed advertising expression, advertising effectiveness and advertising attitude by 16 types of product in internet advertising. In conclusion, the marketers of internet advertising have to effort to make internet advertisements that suit their advertising purpose by using the right expression method of internet advertising because they know internet advertising are quite different the expression method, advertising effectiveness, and advertising attitude. And they have to convert negative attitude or medium size attitude of internet advertising into positive attitude in the future.

• Journal of Digital Contents Society
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• v.16 no.1
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• pp.165-172
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• 2015

This research has been conducted to know the effect of advertisement according to consumer's need for cognition in the advertisement which is realized technique of the Internet of Things(IoT). The researchers distributed questionnaires and video advertisement, which is realized by using IoT technologies, to university students in the capital area after simple orientation about IoT advertisement. The result was that people who has high consumer's need for cognition showed more positive attitude to advertisement and it was statistically meaningful. As a result, the research could draw a conclusion that people have different attitude to advertisement that is realized using IoT technologies based on the consumer's need for cognition.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.1029-1035
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• 2008

본 연구는 기존의 인터넷 및 웹 광고에 대한 연구들을 바탕으로 동영상 UCC 광고에 대한 소비자의 태도와 수용에 영향을 미치는 요인을 분석해 보고자 하였다. 웹 광고 모델에서 사용된 정보성, 오락성, 부정적 자극 이외에 유용성과 용이성, 개인사용자 특성, 플로우, 그리고 인센티브를 새로운 변인으로 추가하였다. 연구 결과에 따르면, 오락성, 부정적 자극, 유용성 및 용이성, 플로우는 동영상 UCC 광고에 유의한 영향을 미치는 것으로 나타났지만, 정보성, 개인사용자 특성, 그리고 인센티브는 그렇지 않은 것으로 나타났다. 플로우는 동영상 UCC 광고의 수용에도 직접적으로 영향을 미치는 것으로 나타났으며, 동영상 UCC 광고에 대한 태도는 수용에 유의한 영향을 미치는 것으로 나타났다.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.283-302
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• 2001

The purpose of this study was to examine the current situation about the internet usage and advertisement attitude, to investigate the relationship between consumer characteristics and internet advertising effect, and to identify the moderating effect of consumer characteristics on the relationship between advertising types and advertising effects. For the study, a sample of 152 apparel consumers participated in this survey research. The survey of design with a questionnaire was employed. Questionnaire was developed with the html language and data collection was done at Korea though the internet on October 2000. For data analysis, descriptive statistics (i.e., frequency, percent), ANOVA with duncan tests were used. First, the major place of using internet was found as home, company, school, PC room in order and the average time of using internet was found as three times weekly. The major purpose of using internet were information search, e-mail, PC communication and program-download. The experience of internet fashion advertising was high. Second, consumer characteristics(age, job) had significant effects on attitude to the product. 20 years-old age group and specialist group were found to influence on the higher attitude toward product. Third, main effects of consumer characteristics(age, job) were found to be significant. The correlation and interaction effects of consumer characteristics and internet advertisement types were not significant.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.

• Proceedings of KHEA Conference
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• 2002.04a
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• pp.110-110
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• 2002

• Journal of the Korean Home Economics Association
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• v.43 no.1 s.203
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• pp.243-253
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• 2005

The purpose of this study was to examine the advertising effects of wedding internet advertisement types such as Static, pop-up, and flash banners. The survey subjects were 604 unmarried female consumers, consisting 202 in the static banner group, 201 in the pop-up banner group, and 201 in the flash banner group. Descriptive statistics, ANOVA, and Duncan test were used for data analysis. In the results, regarding the attitude toward advertisement, pop-up banner was the most effective on the cognitive component, while static banner was the most effective on the behavioral component. Regarding the attitude toward brand, pop­up and flash banner advertisements were more effective than static banner. However, there were no significant differences between the 3 groups in purchasing intention. Based on these results, strategies for wedding dress internet advertisement were suggested.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.145-152
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• 2018

This study was conducted to review whether there is a difference in the audience effect of advertisements of IoT products across different levels of sensory innovativeness. For the study, a total of 128 male and female university students and three advertisements of IoT products were selected. The study findings show that consumers with a higher tendency in purusing sensory innovativeness are more likely to rate more positively the perceived usefulness of the product and the attitude towards the product as shown in the advertisement. This finding is meaningful in that it was concluded from an empirical study at a time when studies on advertisements of IoT products are lacking. The study is also expected to provide beneficial insights into effective execution of advertisements of new technologies and establishment of marketing strategies. Follow-up studies that take into account a wider range of variables representing sensory innovativeness in consumers are suggested.