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A Study of the Influence of Source Credibility and the Mediation Effects of Advertising Credibility on the Process of Internet Keyword-Advertising Effects
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인터넷 검색 광고 효과과정에서 정보원 신뢰도의 영향력 및 광고 신뢰도의 매개효과 연구

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Type
Academic journal
Author
Dong Hee Shin (성균관대학교) Woo Sung Chang (성균관대학교)
Journal
Cybercommunication Academic Society Journal of Cybercommunication Academic Society Vol.27 No.1 KCI Accredited Journals
Published
2010.3
Pages
139 - 170 (32page)

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A Study of the Influence of Source Credibility and the Mediation Effects of Advertising Credibility on the Process of Internet Keyword-Advertising Effects
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Abstract· Keywords

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The purpose of this study is to find out the influence of source credibility and advertising credibility through internet search advertising, have on the process of advertising effect, and in particular, to examine the role of advertising credibility on source credibility and advertising effect variables. For this study, the data was collected through surveys in university computer labs located in Seoul and Chungcheong Province. Research thesis 1 looks at the difference of advertising effect related to the level of source credibility. The study founded that respondents have shown higher advertising attitude and clicks in sources they highly trust. The research thesis 2 looks at the relationship between source credibility, advertising credibility and advertising effect variables; the effect of advertising credibility’s role as a mediation in particular. The study founded that the effect of source credibility on advertising attitude is shaped as a partial mediation model. In other words, the credibility of search sites directly affect the attitude towards advertising,
and may have influence by routing the search advertising credibility.
#검색광고 #정보원신뢰도 #광고신뢰도 #매개효과 #Keyword-Advertising #Source Credibility #Advertising Credibility #Mediation Effect

Contents

요약
1. 서론
2. 관계 문헌 고찰
3. 연구 방법
4. 연구결과
5. 결론 및 제언
참고문헌
ABSTRACT

References (33)

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1. [단행본] - 김계수 / 2006 / 인과분석 연구방법론(성공적인 논문작성을 위한 AMOS/LISREL 이용) / 청람 google schola 2. [학술지(정기간행물)] - 김인희 / 2009 / 주요국의 인터넷 광고시장 현황 분석 / 방송통신정책 21 (9) : 22 ~ 48 google schola 4. [학술지(정기간행물)] - 김재휘 / 2002 / 인터넷 검색 사이트의 키워드 광고효과 연구 / 광고학연구 13 (4) : 91 ~ 109 dbpia 5. [학술지(정기간행물)] - 배성우 / 2003 / 잡지에 대한 신뢰도가 광고효과에 미치는 영향에 있어서 관여도의 역할에 관한 연구 / 광고연구 59 : 69 ~ 86 dbpia 6. [학술지(정기간행물)] - 오미영 / 2006 / 채널 브랜드 자산 구성요소가 시청량과 광고신뢰도에 미치는 영향 / 광고학연구 17 (2) : 83 ~ 108 dbpia

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UCI(KEPA) : I410-ECN-0101-2010-331-002253826