인터넷광고 선호 행태에 따른 효과적인 메시지 소구유형 연구

국문 초록 (Abstract)

본 연구의 목적은 인터넷 사용자의 사용행태 관련하여 인터넷광고의 메시지 소구형태와 인터넷광고 효과 간의 관계를 파악하는데 있다.
인터넷광고에 대한 태도가 긍정적이기 위해서는 인터넷을 주로 사용하고 있는 타켓층의 성향을 파악하여 그에 맞는 기술적인 광고를 만드는 것이 중요하며, 인터넷광고의 메시지 소구유형과 사용자의 사용행태 유형에 따라 인터넷광고에 대해 인식하는 정도에 차이가 있기 때문에 각 사용자의 유형에 적합한 광고 전략과 시장세분화 전략이 수립하여야 효과적인 광고를 기대할 수 있다는 점을 확인하고자 한다.

목차 (Table of Contents)

• 제 1 장 서 론
• 제 1 절 연구의 개요
• 1. 연구의 배경·················································································1
• 2. 연구의 목적·················································································3
• 제 2 절 연구문제 및 논문의 구성
• 1. 연구문제······················································································3
• 2. 논문의 구성·················································································3
• 제 2 장 이론적 배경
• 제 1 절 광고효과와 메시지 소구형태
• 1. 광고효과에 대한 이론적 연구··················································4
• 2. 광고메시지의 소구형태·····························································8
• 제 2 절 사용자 행태 및 인터넷유형
• 1. 사용자 행태의 선행연구···························································9
• 2. 인터넷 유형
• 1) 웹페이지 유형·········································································11
• 2) 커뮤니티 유형·········································································12
• 3) 쇼핑몰 유형·············································································13
• 4) 의사소통 유형·········································································14
• 제 3 절 광고에 대한 태도
• 1. 태도에 대한 개념······································································14
• 2. 속성 신념에 의한 광고태도·····················································15
• 제 3 장 연구모형 및 연구가설
• 1. 연구모형·····················································································16
• 2. 연구가설·····················································································17
• 제 4 장 연구방법
• 제 1 절 측정변수의 정의·····························································18
• 제 2 절 조사 및 데이터 처리방법
• 1. 설문지의 구성 및 내용····························································20
• 2. 표본의 추출 및 자료수집 방법···············································21
• 3. 통계처리 방법···········································································21
• 4. 신뢰도 측정···············································································21
• 제 5 장 연구결과
• 제 1 절 광고에 대한 평가 관련 연구결과 : 가설1 검증···········24
• 제 2 절 광고에 대한 느낌 관련 연구결과 : 가설2 검증···········25
• 제 3 절 인터넷 사용자 행태 관련 연구결과 : 가설3 검증·······27
• 제 6 장 결 론
• 제 1 절 연구결과의 요약······························································30
• 제 2 절 마케팅 전략적 시사점·····················································31
• 제 3 절 연구의 취지 및 한계점···················································32
• 참고문헌