지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
This study examined the extent to which standardized vs. localized approaches to internet advertising are currently employed, as well as the factors or conditions likely to influence these approaches. These were investigated via internet uniqueness, cultural perspectives, online-based environments and other technical aspects which determines the differences of information structure, information contents, and information creatives among 7 countries in Asia-pacific regions.ve, 7 countries are Korea, Singapore, Hongkong, Malaysia, Thai, Indonesia and Australia, which hardly came into the spotlights from review of international advertising area. A content analysis of 610 internet advertisements from 7 countries were performed with a fairly satisfactory intercoder reliability, .86％ on the average. Samples were composed of banner ads, interstitial ads, homepage ads and sponsorship ads.
Results demonstrated that information structure such as brand name, product category, incentives, target customer and availability were found to be significantly different among countries. These appeared to be influenced by technical uniqueness of internet and on-line environment factors, rather than cultural perspectives. Information contents were also significantly different among countries. These seemed to be explained by technical uniqueness of internet and on-line environment factors, rather than purely by cultural perspectives. In terms of information creati the analysis showed the same results in information, arguments, motivation with psychological appeal, obligation, and benefit strategy. Technical aspects were measured by the length of internet ad, copy pattern, the use of multimedia, and interactivity of internet ad. The results were also statistically significant. Still, main explanatory variables were found to be internet uniqueness and on-line environment, rather than cultural aspects.
As a whole, results were as expected. However, they suggest that explanatory variables were not always consistent throughout off and online. Traditional tools should be substituted with new paradigm which could clearly and flexibly explain the cross-cultural difference in internet. Although the analysis produced the same results, the study implied that the explanatory variables were different and diverse. More implications were discussed.
Results demonstrated that information structure such as brand name, product category, incentives, target customer and availability were found to be significantly different among countries. These appeared to be influenced by technical uniqueness of internet and on-line environment factors, rather than cultural perspectives. Information contents were also significantly different among countries. These seemed to be explained by technical uniqueness of internet and on-line environment factors, rather than purely by cultural perspectives. In terms of information creati the analysis showed the same results in information, arguments, motivation with psychological appeal, obligation, and benefit strategy. Technical aspects were measured by the length of internet ad, copy pattern, the use of multimedia, and interactivity of internet ad. The results were also statistically significant. Still, main explanatory variables were found to be internet uniqueness and on-line environment, rather than cultural aspects.
As a whole, results were as expected. However, they suggest that explanatory variables were not always consistent throughout off and online. Traditional tools should be substituted with new paradigm which could clearly and flexibly explain the cross-cultural difference in internet. Although the analysis produced the same results, the study implied that the explanatory variables were different and diverse. More implications were discussed.
목차
1. 문제제기
2. 이론적 배경
3. 연구문제의 세분화
4. 연구방법
5. 연구결과 및 논의
6. 연구결과에 대한 함의
7. 연구의 결론 및 한계
참고문헌
ABSTRACT
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