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Unraveling the advertising values and impact of shoppable posts on social media
전수아,안수경 국제e-비즈니스학회 2023 e-비즈니스 연구 Vol.24 No.5
Research Purpose: Shoppable posts which not only deliver messages but allow users to complete their shopping journey have grown as an effective marketing channel. This study investigates its advertising values and the influence on responses of young consumers, applying the extended advertising value model. Research Methods: An online survey was conducted to collect data. A total of 324 Instagram users who had experienced shoppable posts responded to a self-administered questionnaire. Results in Research: Five advertising values of shoppable posts were identified: informativeness, entertainment, irritation, personalization, and convenience. Three values, except irritation, influenced relevance and credibility, which were critical antecedents of purchase and sharing intentions. Research Conclusion: The findings provide theoretical evidence that a shoppable post plays a role of a new marketing channel and suggests that marketers devise more effective strategies to strengthen entertainment and personalization values of shoppable posts.
전수아,안지훈,서항석,김한준,박의용 한국추진공학회 2022 한국추진공학회지 Vol.26 No.6
In this study, the curing characteristics of commonly used Hydroxyl terminated polybutadiene(HTPB)-based solid propellant according to the curing temperature and Equivalent ratio change were investigated. In addition, the effect of curing reaction according to their ratio and content in the Triphenyl bismuth(TPB), Maleic anhydride(MA) and Magnesium oxide(MgO) catalyst systems was confirmed. Finally, moisture was added for each propellant mixing process to check the effect of moisture on propellant curing. 본 연구에서는 일반적으로 사용하는 Hydroxyl terminated polybutadiene(HTPB)계 고체 추진제의 경화 온도와 당량비 변경에 따른 경화 특성을 고찰하였다. 또한, Triphenyl bismuth(TPB), Maleic anhydride(MA) 그리고 Magnesium oxide(MgO) 촉매 시스템에서 이들의 비율 및 함량에 따른 경화 반응 영향도 확인하였다. 마지막으로 추진제 혼화 시 각 공정 별 수분을 투입하여 수분이 추진제 경화에 끼치는 영향을 확인하였다.