개인의 기술수용과 물질추구성향 정도에 따른 모바일 광고에 대한 태도 비교

목차 (Table of Contents)

• 요약
• I. 서론
• II. 문헌고찰
• III. 연구문제
• IV. 연구방법
• V. 연구의 결과
• VI. 토론 및 시사점
• 참고문헌
• Abstract

참고문헌 (Reference)

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3 황선진, "소비자의 물질주의 특성과 제품의 가격, 구매시점 광고가 구매행동에 미치는 영향" 24 (24): 884-894, 2000

4 이근영, "상호작용성(Interactivity)과 맥락(Context)이 인터넷광고 효과에 미치는 영향" 한국광고학회 18 (18): 131-160, 2007

5 도선재, "사용자 맥락(user context)이 모바일 광고태도에 미치는 영향" 한국옥외광고학회 5 (5): 79-104, 2008

6 이명천, "모바일진의 광고매체 가능성에 관한 탐색적 연구" 한국옥외광고학회 6 (6): 173-199, 2009

7 양영종, "모바일광고의 효과과정에 관한 연구" 한국광고학회 20 (20): 221-236, 2009

8 이경렬, "모바일광고의 효과, 장애요인, 그리고 활성화방안에 관한 연구 : 광고주, 광고회사, 그리고 모바일 컨텐츠 업체간의 인식차이를 중심으로" 한국광고학회 16 (16): 225-249, 2005

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