• 디지털산업정보학회논문지
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• 제6권2호
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• pp.209-224
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• 2010

This study is focus on consumer innovativeness. The purpose of this study is to explore variable that affect users' perceived value of mobile advertising and actual response intension to analyze relationship among variables. We built research new model based on the Technology Acceptance Model(TAM) and the Ducoffe's model(1996). The result of this study can be summarized as below. First, consumer innovativeness had a positive effect on convenience, the entertaining element and informativeness. Second, credibility and convenience had a positive effect on mobile advertising value. Third, Mobile advertising value had a positive effect on actual response intention to mobile advertising. As shown in the result of this study, the relation between perceived value of mobile advertising and actual response intention, depending on innovativeness in accordance with mobile advertising characters elements.

• 한국의류학회지
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• 제32권2호
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• pp.328-339
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• 2008

The purpose of this study is to investigate the difference of the response to fashion ad and its effect between traditional ad and postmodern ad, to examine the difference of the response to fashion ad and its effects according to sensation seeking tendency, and to investigate the effect of the response to fashion ad on its effect. For the purposes of this study, two postmodern ads and one traditional ad were selected as stimuli and data were collected from 230 female college students. The results are as follows: 1) Postmodern advertisement was unique, impacting, hard-to-understand, sensory-stimulating, and fantastic, when compared to traditional advertising. 2) Consumers felt disgusted by confusion and shock coming from postmodern advertising, but at the same time, recognized its value as an advertisement and took more pleasure and fun from it. 3) Consumers with high sensation-seeking-tendency perceived postmodern ads more sensually and showed more positive response to the postmodern ads. 4) While subjective, emotional response affected the attitude toward advertisements, sensory-stimulating affected the attitude toward brand and purchase intention. Thus, cognitive response should also be considered significant to form brand equity in long term.

• 한국콘텐츠학회논문지
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• 제14권11호
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• pp.133-142
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• 2014

본 연구는 광고에 대한 소비자 공감을 개념 정의하고 이야기 광고에 대한 소비자 공감반응을 타당하게 측정할 수 있는 척도를 개발하고자 하였다. 관련 문헌과 소비자 조사 결과 이야기 광고에 대한 소비자의 공감은 공감적 이해, 동일시, 대리적 감정반응의 세 하위 요인으로 이루어진 다차원적 개념임을 제시하였고, 소비자 실증조사를 통하여 총 11개의 항목과 세 하위 요인으로 이루어진 소비자 공감반응 척도를 개발하였다. 소비자 공감반응 척도는 기존 척도에서 소홀히 다루어진 동일시 요인을 반영하여 측정도구의 내용타당도를 제고한 점에서 학문적 기여 가능성을 찾고자 한다.

• 복식문화연구
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• 제12권4호
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• pp.566-578
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• 2004

The purposes of this study were to identify the dimensions of advertising evaluation and to examine the influence of advertising evaluation on advertising attitude and buying intension. Also this study categorized the advertising responses. Through the pretest, 15 casual wear brand＇s advertisements were selected and presented as stimuli. The data was collected from 377 female university students using questionnaire and analyzed by descriptive statistics, factor analysis and multiple regression fer path analysis. The results of This study were as follows. First, 5 factors were identified for the dimensions of advertising evaluation: model/message/product/brand/tone ＆ manner. Second, through the path analysis, advertising evaluation had direct and indirect influences on buying intension. The influences of dimensions of advertising evaluation on buying intension were also examined: model, message and product had indirect influence on buying intension mediated by advertising attitude, whereas product and brand had direct influence on buying intension. Especially, product affected considerably on buying intension. Third, advertising responses were categorized into five dimensions: tone ＆ manner/model/message/product/brand.

• International Journal of Advanced Culture Technology
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• 제11권1호
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• pp.306-311
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• 2023

As digital advertising continues to dominate the advertising industry and experience substantial growth, associated criminal activities such as advertising fraud and brand safety risks have become increasingly prevalent. Despite the severity and extent of these crimes, the response in Korea has been lackluster, often perceiving them merely as losses in advertising expenses incurred by corporations. However, it is important to note that these issues have direct repercussions on the end-consumer in the form of increased prices for goods and services. Furthermore, illegal and intrusive advertisements not only cause inconvenience to the viewer, but may also indiscriminately target cognitively vulnerable groups, such as children and the elderly, with the intention of manipulating advertising metrics and artificially inflating performance indicators. In this study, we aim to explore the concept and significance of advertising fraud and brand safety, and to evaluate the current measures taken in the Korean market. Additionally, we will delve into the implications of related policies and emphasize the necessity of digital advertising literacy in addressing these issues.

• Journal of Information Technology Applications and Management
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• 제14권2호
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• pp.49-70
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• 2007

There found limitations of mobile advertising researches in methodology, theory building, and research implication. Existing researches were basic and some exploratory studies on mobile advertising and its effects. Especially, there was not a systematic typology research on mobile advertising. This paper tried to develop a systematic and empirical typology of mobile advertising and show proper advertising cases. We classified mobile advertising using mobile channels and methods (Text, Icon, Media, and Contents), Also we used advertising effects like information offering, leading transaction and response, and channel connection in classification of mobile advertising. Finally we suggested mobile advertising cases based on this typology and analysed the performance of moile advertising.

• 디지털융복합연구
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• 제12권6호
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• pp.105-114
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• 2014

본 연구는 최근 기업과 소비자들에게 이슈화되고 있는 크로스 광고모델 효과를 살펴보았다. 실험설계는 모델 유형(2)${\times}$제품의 성 정체성(2)${\times}$광고메시지 소구형태(2) 요인설계이다. 연구결과 첫째, 광고 모델유형에 따른 광고 인지반응은 일반 모델보다 크로스 모델의 회상지수가 더 높게 나타났다. 둘째, 제품의 성 정체성에 따른 광고 인지반응은 남성제품보다 여성제품에서 회상지수가 더 높게 나타났다. 셋째, 광고주목도 변량분석결과 모델 유형과 메시지 소구유형은 각각 주 효과가 확인되었다. 또한 모델의 유형과 제품의 성 정체성, 모델유형과 메시지 소구유형에서 상호작용효과가 확인되었다. 끝으로, 모델 제품 적합도를 분석결과, 모델유형과 제품의 성 정체성 그리고 메시지 소구유형에는 주 효과가 확인되었다. 이상의 결과는 광고효과를 효율적으로 증진시키기 위한 모델전략에 의미 있는 결과를 확인하였다는 것에 의의를 두고자 한다.

• International Journal of Internet, Broadcasting and Communication
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• 제12권4호
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• pp.137-147
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• 2020

The Corona 19 pandemic is bringing a big change in the fields of politics, economy, society, culture, environment, ecosystem, science and technology, and business management activities and advertising. Therefore, in this study, after the Corona 19 pandemic, we predicted how the characteristics of future advertising and the types of future advertising will change, and we studied countermeasures. We used, a method of analyzing related literature and the Delphi Survey method predicting the future, as a research method. As expert Panel, the subject of the Delphi technique survey, we recruited 30 experts in the field of advertising and future fields with professional insight. We study to predict how the characteristics of future advertising and the types of future advertising will change according to changes in the advertising environment such as social changes, business changes, and consumer changes after the Corona 19 pandemic. In order to cope with these changes in future advertising, it is necessary to actively prepare the advertising industry and advertising experts. Therefore, we suggested countermeasures so that the advertising industry and advertising experts can understand and respond for future advertising changes.

• 한국의류학회지
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• 제19권1호
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• pp.3-12
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• 1995

The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude $\rightarrow$ the consumer responses (affective, congnitive) $\rightarrow$ the advertising attitude $\rightarrow$ the brand attitude $\rightarrow$ the purcha, ie intention. These attitude formation process was differed by the advertising appeals types. Finally, consumer responses on the fashion advertising were disinguished beween affective responses and congitive responses, and were affected to advertising attitude, brand attitude, purchase intention. These consumer attitude formation process was differed by the advertising appeals.

• 디지털융복합연구
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• 제12권10호
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• pp.541-556
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• 2014

본 연구의 목적은 스토리텔링광고의 실제적인 광고효과과정을 총체적으로 설명하는 것이다. 연구결과 스토리텔링광고는 소비자들의 광고효과 인식에 과정에서 감정적 반응이 공감과 몰입 태도간의 강한 연합관계를 갖는 것을 확인 할 수 있었다. 이는 광고에 대한 보다 체계적이고 강력한 태도를 유인할 수 있는 측면으로 해석 할 수 있다. 특히 기존 연구에서 논의된 광고에 의해 생성된 감정이 수용자의 광고에 대한 태도와 브랜드 태도에 영향을 준다는 주장이 다시 확인되었다. 이를 통해 특징적인 광고전략이 있음을 보여줌으로서 광고전략과 광고 형태에 대한 관계를 제시할 수 있으며, 광고 유형에 따라 수용자의 반응 유발을 위한 고려가 있음을 확인 할 수 있었다.