웹사이트컨텐츠에 의한 커뮤니케이션효과 및 제품적합성과 관여도의 조절작용

Since Internet advertising has been introduced on computer, newly formed concepts related to online ad and its effectiveness need to be identified. One of the areas is to define website characteristics to the online ad effectiveness. But most of the studies on that subject show Attitude toward the banner to be responded indirectly but Attitude toward the website directly to website characteristics. In the viewpoint of online ad agent, it is important to identify the ad effectiveness connected right into advertising itself. And an online ad would get different effects from its context compared to the ad on the other media. Because it is not departed from the main program to be advertised by, but merged into its content. Thus, those who visit the website consider online ad as a part of website contents. This paper supposed a direct effectiveness of website contents into the Attitude toward the Website and also the Attitude toward the Online ad. And Attitude toward the Website to Attitudes toward the Online ad and the Purchase Intention are followed by through the Attitude toward the Brand and or not. According to the result, website characteristics have direct effect on the Attitude toward the Website, but only the efficient contact among characteristics on the Attitude toward the Online ad. Attitude toward the Online ad is used as a predictive tool of the Attitude toward the Online ad and is determined by the Attitude toward the Website. These relationships have differentiation in considering the product fit to the ad and consumer's involvement to the website.