멀티미디어 활용과 인식욕구의 상관성에 관한 연구 : 여대생들의 멀티미디어 채택과 광고매체 활용을 중심으로 A Case Study on Female University Students' Scceptance of Multimedia as a New Advertising Vehicle = The Relatioship of Multimedia Uses and Need for Cognition

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate whether there exist any systematic relationship between recognition of multimedia by female university students and their need for cognition. It is also studied that the possibility of multimedia being widely used as a new advertising vehicle in the near future. There has been a great deal of discussions in the past year or two regarding the multimedia such as internet, PC communication, CD-ROM, video on demand, on-line revice, information superhightway, and so on.
It had been said that major users of the multimedia are males, the rich, white colloars, and singles. However, more and more female university students are expected to recognize and use the multimedia recently. Multimedia recognition was measured by asking the respondents hove heard of the 14 multimedia items before answering the servey . The respondents were also asked that how much they expect those multimedia to be used in the near future.
A cognitive motivation variable, need for cognition, is introduced from cognitive response theory to assess its applicablilty to multimedia research. Need for cognition is defined as individual differences in people's tendency to engage in and enjoy effortful cognitive endeavors. The 18-item Need for Cognition Scale developped by two American psychologists, Richard Petty and John Cacioppo, was employed for the purpose of this research.
Data were collected from a total of 368 respondents who enrolled in five indtroductory courses of mass communicaition and advertising at a major women's university in Seoul, Korea, Of five hypotheses, three are supported and two are not. Aanalysis indicates that the recognition of the multimedia is positively correlated with need for cognition: The higher the need for cognition, the greater the multimedia recognition. In addition, a positive correlation is found between need for cognition and age, controlling for other variables. Although the partial correlations between need for cognition and other traditional media are not highly significant, it is positively correlated between need for cognition and newspaper exposure. However, there is no significant differences in daily using hours of personal computer and PC communication between those high in need for cognition and those low in need for cognition.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구문제와 연구가설
• Ⅳ. 연구결과
• Ⅴ. 요약 및 결론