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.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2011.12
- 수록면
- 389 - 400 (12page)
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초록· 키워드
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The present study tried to investigate the relationship between SNA Attributes, advertising value and attitude toward SNA in SNS environment, based on studies of Taylor et al.(2011) and Ducoffe(1996). We surveyed 300 consumers who viewed the advertising in SNS environment. The data was compiled from 292 questionnaires. 297 questionnaires were collected, but some of the data was considered unsuitable and inappropriate. The subjects of the survey were male and female consumers participating experience in SNS site, in Busan·Gyeongnam and Daegu·Gyeongbuk. It was carried out between Sep. 26 and Oct. 08, 2011. They rated informativeness, entertainment, invasiveness, killing time for SNA attributes, advertising value and attitude toward SNA.The results of the overall model analysis were coherent. The results of the study showed that informativeness, entertainment as for SNA attributes had impact on advertising value positively, invasiveness as for SNA attributes had impact on advertising value negatively, killing time for SNA attributes and advertising value had impact on attitude toward SNA positively. The findings suggest that informativeness, entertainment, invasiveness play an important role in consumers’ reactions to advertising value. Also killing time had impact on attitude toward SNA and advertising value had a significantly influence on attitude toward SNA.
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UCI(KEPA) : I410-ECN-0101-2018-032-002177525