모바일 리치미디어 광고태도에 영향을 미치는 요인에 관한 탐색적 연구

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경
• 1) 모바일 광고 특성
• 2) 리치미디어 광고 특성
• 3) 웹 광고 효과모형(Web Advertising Effect Model)과 광고인식
• 3. 가설 설정
• 1) 모바일 리치미디어 광고의 모바일 광고 특성과 광고인식
• 2) 모바일 리치미디어 광고의 리치미디어 광고 특성과 광고인식
• 3) 오락성, 정보성 그리고 성가심이 광고태도에 미치는 영향
• 4. 연구방법
• 1) 표본 및 자료수집
• 2) 측정변수의 조작적 정의
• 5. 연구결과
• 1) 구성개념의 신뢰성 및 타당성 검토
• 2) 가설검증
• 6. 결론
• 7. 연구의 한계점 및 향후 연구방향
• 참고문헌
• Abstract

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