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모바일 매체 플로우와 광고유형이 광고 효과에 미치는 영향
정민수(Man Soo Chung),정수진(Su Jin Chung) 한국광고홍보학회 2012 광고연구 Vol.0 No.94
본 연구는 대중화가 이루어진 휴대폰 환경에서 소비자의 행동을 새롭게 파악할 수 있는 플로우 개념에 대해 살펴보았으며, 본 연구의 목적은 매체 플로우 정도와 모바일 광고유형에 따라 광고 효과에 미치는 영향을 검증하는 것이다. 연구결과 휴대폰 사용자의 플로우가 높을 때에는 낮을 때보다 모바일 광고효과가 높게 나타났다. 모바일 풀형 광고와 푸시형 광고 유형별 차이에 따른 광고효과는 광고태도, 브랜드태도에 유의미한 차이를 나타냈으나, 구매의도에서는 유의미한 차이를 보이지 않았다. 전반적으로 풀형 광고가 푸시형 광고보다 광고 효과가 더 높게 나타났다. 휴대폰 사용자의 플로우가 낮을 때에는 풀형 광고가 푸시형 광고에 비해 광고 태도와 브랜드태도에 긍정적인 영향을 미치는 것으로 나타났으며, 플로우가 높을 때에는 낮을 때에 비해 모바일 광고를 클릭하는 구매의도의 광고효과가 높게 나타났다. 플로우와 성별과의 관계를 살펴보면, 플로우가 낮을 때에는 여성이 남성보다 광고효과에 더 긍정적인 영향을 보였다. This experimental study was carried out on the assumption that depending on types of mobile advertising and media flow level, their impacts on mobile advertising effectiveness would be different. This study is focused on media flow showing the consumer behavior in the new environment of mobile phones. The results of the study show that when the flow of mobile phone users is lower, it seems to be significant impacts on mobile advertising -- ad attitude, brand attitude, and purchase intention than when the flow is higher. Advertising effects showed significant differences in advertising attitude and brand attitude according to types of mobile advertising. When the flow of mobile phone users is lower, pull-type advertising appeared to have significant impacts on ad attitude and brand attitude. There seems to be sexual differences regarding media flow and advertising effects. When the mobile flow is lower, more positive impact on ad attitude, brand attitude, and purchase intention was shown in women than in men.
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북한예방의학회지 ($1997{\sim}2006$) 게재논문의 핵심어 네트워크 분석
정민수,정동준,최만규,Jung, Min-Soo,Chung, Dong-Jun,Choi, Man-Kyu 대한예방의학회 2008 예방의학회지 Vol.41 No.6
Objectives : There are very few researches on North Korea's academic activities. Furthermore, it is doubtful that the available data are reliable. This study investigated research activities and knowledge structure in the field of Preventive Medicine in North Korea with a network analysis using co-authors and keywords. Methods : The data was composed of the North Korean Journal of preventive medicine ranged from Vol. 1 of 1997 to Vol. 4 of 2006. It was the matrix of 1,172 articles by 1,567 co-authors. We applied R procedure for keywords abstraction, and then sought for the outcome of network forms by spring-KK and shrinking network. Results : To comprehend the whole networks explicitly demonstrated that the academic activities in North Korea s preventive medicine were predisposed to centralization as similar as South Korea's, but on the other aspect they were prone to one-off intermittent segmentation. The principal co-author networks were formulated around some outstanding medical universities seemingly in addition to possible intervention by major researchers. The knowledge structure of network was based on experimentation judging from keywords such as drug, immunity, virus detection, infection, bacteria, anti-inflammation, etc. Conclusions : Though North Korea is a socialist regime, there were network of academic activities, which were deemed the existence of inducive mechanism affordable for free research. Article keywords has laid greater emphasis on experiment-based bacterial defection, sustainable immune system and prevention of infection. The kind of trend was a consistent characteristic in preventive medicine of North Korea haying close correlation with Koryo medical science.
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