배너광고 click과 연결된 목표광고에 대한 태도의 상표태도와 구매의도에 대한 영향 연구
Effects of Banner Clicking and Attitude Toward the Linked Target Ads on Brand-Attitude and Purchase-Intention Changes
조창환(University of Florida)
14호, 1~16쪽
초록
This paper explores the impact of banner exposure and clicking on brand-attitude changes and purchase intention changes. It is found that simple exposure to banner ads does not change people's initial brand-attitude and purchase intention, while voluntary exposure to target ads by clicking banner ads results in positive or negative brand‐attitude and purchase‐intention changes depending on the likability of the linked target ads from the banner ads. For methodology, this study employed a pretest‐posttest control group design and used online data collection technology called Cold Fusion. A total of 961 subjects participated in this research.
Abstract
This paper explores the impact of banner exposure and clicking on brand-attitude changes and purchase intention changes. It is found that simple exposure to banner ads does not change people's initial brand-attitude and purchase intention, while voluntary exposure to target ads by clicking banner ads results in positive or negative brand‐attitude and purchase‐intention changes depending on the likability of the linked target ads from the banner ads. For methodology, this study employed a pretest‐posttest control group design and used online data collection technology called Cold Fusion. A total of 961 subjects participated in this research.
- 발행기관:
- 한국마케팅과학회
- 분류:
- 경영학