• Title/Summary/Keyword: Previous Intrusiveness Perception

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The Influence of Display Type of PPL and Program Context on Advertising Attitude : Moderating Role of Previous Intrusiveness Perception (PPL 광고의 배치유형과 프로그램 상황이 광고태도에 미치는 영향: 사전 침입성 지각의 조절효과)

  • Kim, Sung Eun;Jeon, Jung Ok;Park, Hyun Hee
    • The Journal of the Korea Contents Association
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    • v.14 no.4
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    • pp.297-313
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    • 2014
  • The objectives of this study are to examine the impact of display type and program condition on advertising attitude, and also to analyze the moderating effect of previous intrusiveness perception in such process. The results of empirical analysis are as follows. First, display type had no significant influence on advertising attitude. Second, the interaction effect of display type and program situation on advertising attitude was significant. Third, the interaction effect of display type and previous intrusiveness perception on advertising attitude was not significant. Fourth, the interaction effect of program situation and previous intrusiveness perception on advertising attitude was significant. Fifth, the interaction effect of display type, program situation, and previous intrusiveness perception on advertising attitude was not significant.