모바일진 biz-모델 광고의 수용 가능성 연구 (A Study on Possibility of Accepting Biz-Mobilezine)

서지정보

· 발행기관 : 한국디지털디자인학회
· 수록지 정보 : 디지털디자인학연구 / 10권 / 4호 / 493 ~ 502페이지
· 저자명 : 심흥섭, 이승환

초록

이 연구는 모바일 광고 유형을 크게 모바일진 광고와 SMS 광고로 나누어 각각의 효과 차이를 알아보고, 나 아가 모바일진 광고 효과가 소비자의 혁신성, 정보태 도 그리고 제품 관여도에 따라 어떻게 나타나는지 알 아보았다.
첫째, 모바일 광고 유형에 따라 소비자들의 광고 태도, 브랜드 태도, 구매 의도가 다르게 나타났다. 모바일 광고가 소비자의 긍정적인 반응을 이끌어 내려면 SMS 광고 보다는 모바일진 광고를 활용하는 것이 더 효과적임을 알 수 있었다. 둘째, 모바일진 광고는 소비자의 혁신성이 높은 경우 광고 태도, 브랜드 태도, 구매 의도가 소비자의 혁신성이 낮은 경우보다 높게 나타났다. 셋째, 모바일진 광고는 소비자의 모바일 광고 관여도가 높은 경우 광고 태도, 브랜드 태도, 구매 의도가 광고관여도가 낮은 경우보다 높게 나타났다. 넷째, 모바일진 광고 효과는 소비자의 정보 태도가 높은 경우 광고 태도, 브랜드 태도, 구매 의도가 정보 태도가 낮은 경우보다 높게 나타났다.

영어초록

This study confirmed effectiveness of the existing findings in order to verify the results, which were elicited in a research on the advertising effect according to the form and the contents of the existing mobile advertisement. It can be seen to be result that supports a preceding research as saying that the image-based advertisement had the higher advertising effect in a research on the advertising effect according to the form and the contents of the existing mobile advertisement. Also, the mobilezine advertisement showed significant difference in the advertising attitude, brand attitude, and purchasing intention according to consumers' innovation, involvement in mobile advertisement, and information attitude. This suggests the necessity for considering several characteristics such as consumers' innovation, involvement in advertisement, and information attitude when establishing a strategy for mobilezine advertisement. It arranged the effective standard for establishing a strategy for mobile advertisement and mobilezine advertisement by empirically verifying on the effect of mobilezine advertisement in the domestically mobile advertising market, which is growing every year, and on consumers' innovation, involvement in mobile advertisement, and information attitude, which have influence upon it. Especially given considering our country's reality that mobile advertisement is rampant and that negative recognition on mobile advertisement according to it is high, these findings will arrange useful standard given selecting mobile advertising type or choosing target after this.l Site type, hub portal site, that is the sectionized portal type which produce professional information deeply. Today's web site for cyber education follow the form of hub portal mostly, but they have many problem like different standards of contents design and sides of visual and cognitive interface. In this study, we grafted cyber education sites into hub portal concepts, analyzed Interface design types for cyber education contents based on hub portal, and deduced the usability index, so there is the meaning of trying approach of web interface design.

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