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이재신(Jaeshin Lee),연보영(Boyoung Yeon),박영춘(Youngchun Park) 한국언론학회 2010 한국언론학보 Vol.54 No.1
Despite the substantial research interest in brand extension, the concept has rarely been applied to online services. In this study, we examined the association between the extended brand and the parent brand. More specifically, using the technology acceptance model, we tested how the perception of ‘Opencast’, a brand-extended online service influences the perception of its parent brand, Naver. Firstly, factors affecting the perceived usefulness and ease of use of Opencast were suggested and tested. Secondly, the influences of the perception of Opencast on that of the parent brand were tested. After discussing the implications of findings, this paper concludes with suggestions for future research.