유입비 모델에 따른 틸트로터의 허브 진동하중 예측

유승엽,정성남,박일주,이충연 한국항공우주학회 2007 한국항공우주학회 학술발표회 논문집 Vol.- No.-

광고에 대한 소비자 태도 조사연구

유승엽 남서울대학교 인문사회과학연구센터 2001 인문사회연구 Vol.3 No.-

This study examined the survey research on consumer's attitude and cognition of advertising. For the purpose of this study, 553 consumers participated in survey, and their attitude and cognition are analyzed. The statistical package for social science (SPSS/PC+) was used for data analysis. Frequency, table and crosstab analysis was used. The result of this study was analysed according to two demographic variables: gender(male or female) and age(10, 20 and 30). The research design assembled in a 2×3 factorial design. The subjects who participated in this experiment were 553 people(272 men and 281 women), most of whom were between 19 and 39 years old. Subjects received course credits in return for their participation. The subjects were randomly assigned to two treatment conditions associated with different attributes. Tale and crostab analysis were performed to evaluated the significance of differences between the percentage rating given to the advertising by the subjects. Subjects' attitude, cognition and recognition of advertising were assessed with the 34 items. The test at .05 significance level and ±3.0% sample error was performed. The implication of this study is a starting point for the deeper understanding of consumers attitude and cognition of advertising.

잡지광고 게재면, 게재위치, 게재형태 및 심리적 특성이 광고 재인 및 효올성에 미치는 영향

유승엽 남서울대학교 경영연구센타 2003 경영연구 Vol.5 No.-

The purpose of this study was to examine the audience psychological effects on the advertising effectiveness in women magazines. For this study,one(feel) in women magazines were selected. A resea.ch was made on women who live in seoul. The subjects who participated in this experiment were 90 women. Subjects received credits in return for their participation. The subjects were randomly assigned to treatment conditions associated with different age group. Data collection used face to face interview method and recognition method to measure the advertising attention rate by the amount of advertising. The statistical package for social science(SPSS/PC+)was used for data analysis. T-test, oneway anova and frequency analysis were performed to evaluated the significances between the mean rating given to the magazine's advertising by the subjects. The results show that audience psychological characteristics effects on the advertising recognition. This study can provide the data for efficient media planning to women magazines advertisers and help women magazines advertisers select advertising size or placement as well as media vehicles.

비교광고의 효과성에 관한 연구

유승엽 남서울대학교 경영연구센터 2001 경영연구 Vol.3 No.-

This study examined the effectiveness of comparative advertising. In the purpose of providing the various useful information more than any other forms of advertising for many consumer, comparative advertising has made great progress. Today, in Korea, The comparative advertising has been increased and made so many social issues. Previous research has supported that direct comparative advertising is more effective in low-share brand than indirect comparative advertising or noncomparative advertising. Also, Previous research on the persuasive impact of comparative advertising has produced inconsistent results and the effects of comparative advertising having been discussed in both positive and negative aspect. Since research on comparative advertising is still rather young, any recommendation which are made to management ought to be treated as tentative guidelines rather than as definitive statements of message strategy.

휴대폰 3사 TV CM 광고효과측정 : CLT방식으로 : The Effects of TV-CM Advertising Using Central Location Test

유승엽 남서울대학교 경영연구센터 2000 경영연구 Vol.2 No.-

지하철 교통광고의 효과 측정 : 인터넷 사이트광고를 중심으로

유승엽 남서울대학교 2000 남서울대학교 논문집 Vol.6 No.-

This study examined the measurement of transportation advertising using internet site ad. More specifically, To identify reason for 21 items related to effect of transportation advertising. For the purposes of this study, 200 subway users participated in survey, and their disposition are analyzed by demographic variables. The statistical package for social science(SPSS/PC+) was used for data analysis. Frequency, table, crosstab and profile analysis was used. The result of this study was analysed according to three demographic variables: gender(male or female), age, classified occupation. This survey contain 21 items. The test .05 significance level and ±4.3% sample error was performed. The implication of this study is a starting point for the deeper understanding of subway user disposition and preferences.

한국과 중국의 정부광고 비교연구

유승엽 남서울대학교 2014 남서울대학교 논문집 Vol.S No.-

This study was targeted at South Korea's government advertising and compared with the situation in other developed countries. In addition, the results were derived from the implications. Based on these results, a preferred alternative to government policy regarding advertising enforcement system is proposed. In particular, South Korea and the political and social systems are different compared with the neighboring country of China. In addition, the Chinese government advertising, and issues such as the status and characteristics are presented. This study is a literature review that policy proposals, rather than empirical analysis of the problems in the execution of government advertising and point to the existing research literature to organize and clean up the problems that derive from the practical policy implications proposal was presented. Developed countries and the government of our country is to look at ads Survey for the purpose of empirical analysis literature and data, rather than the interpretation of the overall situation placed emphasis. Of course we are different political, social, cultural and neighboring China, has conducted an analysis of government advertising was used in the same research framework. The results of this study to formulate future policies to improve government advertising will provide useful data. Key Words : government advertising, Chinese government advertising, government advertising problem, government advertising policy

The effect of smart phone usage motivation on application display advertising attitude and aviodance: Mediating effect of ad intrusion

유승엽 한국디지털정책학회 2022 디지털융복합연구 Vol.20 No.5

The effect of smartphone usage motivation on application display advertising attitude and advertising avoidance was investigated. In addition, the mediating effect of advertising intrusion was confirmed. The total number of participants in the study was 309, and the data collection method used a survey method. Covariate structural analysis was conducted to investigate the causal relationship between smartphone usage motivation and advertising attitude and the mediating effect of perceived intrusion on advertising avoidance. There are five results. First, the motivation for using smartphones had a significant effect on the display advertising attitude of smartphone applications. Second, the display advertising attitude of the smartphone application had a significant effect on the advertising avoidance behavior. Third, the display advertising attitude of smart phone application had a significant effect on perceived advertising intrusion. Fourth, the perception of intrusiveness of display advertising in smartphone applications had a significant effect on advertising avoidance behavior. Finally, it was confirmed that the perceived ad intrusion has a partial mediating effect in the causal relationship of the smartphone application display advertising attitude to the ad avoidance behavior. The results of this study will contribute to suggesting strategies to reduce advertising avoidance behavior.

페이스북 광고의 구성요인이 구전의도에 미치는 인과모형: 광고 적절성인식 매개효과

유승엽 한국디지털정책학회 2019 디지털융복합연구 Vol.17 No.2

The purpose of this paper was to investigated the effect of the constituents of Facebook advertisement on ad fitness recognition and WOM intension. In addition, we confirmed the mediating effect of ad fitness recognition. For this purpose, data were collected for Facebook 371 users. The research method used factor analysis and covariance structure analysis. The results of this study were as follows: First, the advertising interest characteristics of Facebook ads had a significant effect on ad fitness and word-of-mouth intension. Second, personalized fit informational attributes of Facebook ads had a significant effect on ad fitness and WOM intension. Third, the perceived responsiveness had a significant effect on perceived fitness of advertisement and WOM intention. Fourth, perceived fitness recognition of Facebook advertisement had a significant effect on WOM intension. The results of this study provide consumers with information on what to consider when creating an identity advertisement and effective advertisement as Facebook advertisement. 본 연구는 페이스북 광고의 구성요인이 광고적절성 인식과 구전의도에 미치는 영향을 알아보았다. 부가적으로 광고적절성 인식의 매개효과를 확인하였다. 이를 위해 페이스북 사용자를 대상으로 371개 자료를 수집하였다. 연구방법은 요인분석과 공변량구조분석을 활용하였다. 연구결과 첫째, 페이스북 광고의 광고흥미성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 둘째, 페이스북 광고의 맞춤정보성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 셋째, 주변인반응성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 넷째, 페이스북 광고적절성 인식은 구전의도에 유의미한 영향을 미쳤다. 따라서 광고흥미성과 맞춤정보성 및 주변인반응성 속성은 완전매개효과를 나타냈다. 이러한 연구결과는 소비자들에게 페이스북 광고로서 정체감이 있는 광고와 효과적인 광고를 제작할 때 고려해야할 속성이 무엇인가에 대한 자료를 제공할 것이다.

사회적 책임 활동 주제와 광고모델 및 메시지 소구방식에 따른 CSR광고 제작전략

유승엽 한국디지털정책학회 2019 디지털융복합연구 Vol.17 No.1

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement. 본 연구는 사회적 책임활동 광고를 효율적으로 집행하기 위해 광고모델 선정 전략을 중심으로 사회적 책임활동 광고 제작전략을 제시하고자 하였다. 자료분석은 회귀분석을 실시하였다. 연구결과 첫째, 사회적 책임활동 주제와 관계없이 모델의 가치부합성 요인이 중요한 것으로 확인되었으며, 경제 분야의 경우에는 모델의 신뢰성이 중요하며, 반면 환경 분야에서는 모델의 매력성이 더욱 중요하였다. 둘째, CSR 광고 제작자들이 CSR 광고모델을 연예인을 선정할 때는 가치부합성이 높은 모델을 선정하는 것이 효과적인 반면, 전문가일 경우에는 가치부합성 뿐만 아니라 매력성과 신뢰성이 높은 모델을 선정하는 것이 효과적이다. 셋째, 감성적 메시지를 활용하여 CSR광고를 제작할 때 광고모델의 가치부합성과 신뢰성을 중요하게 고려해야한다. 반면, 정보적 메시지를 활용하여 CSR광고를 제작할 때 광고모델의 가치부합성과 매력성을 중요하게 고려하여 모델을 선정하는 것이 중요하다. 본 연구는 사회적 책임광고를 제작할 때 사회적 책임활동 주제와 광고모델의 이미지가 관련성이 높은 모델을 선정하는 것이 매우 중요하다는 결과를 도출하였다.