인터넷광고의 디자인 복잡성과 집중도가 광고효과에 미치는 영향

다국어 초록 (Multilingual Abstract)

Reviewing the preceding research found relative variables of the advertising hierarchy effect including internet advertising`s complexity, attention, connect time, attitude, and involvement. This paper`s object proves that internet advertising`s complexity and attention variables influences advertising and brand attitude, purchase intention as if exists in advertising media. And so what is the main cause of internet advertising`s complexity and attention？ The research conducted provides a relatively controllable environment where computers are available for subjects to use. A total of 320 subjects took part in the experiment to each of the three treatments. The hypothesis 1 proves that a higher level of internet advertising design complexity produces a higher positive relation advertising attention. The hypothesis 2 proves that a higher level of internet advertising attention produces a higher positive relation advertising attitude. The hypothesis 3 proves that a the attitudes toward internet advertising were shown to have a very high degree of relation with attitude toward brands, and purchase intention, verifying that the hierarchy-of-effects is in force. Although the theory that such layer efficacy can be applied in the existing media is a prevailing one, it could also be shown that it also applies to internet advertising as well. In other words, the hierarchy- of-effects was confirmed to have its presence felt in the form of advertising attitude→brand attitude→purchase intention, all regarding internet advertising. Moreover, design complex internet advertisements with a diverse range of changes elicited more favorable responses than simple ones. This result can be attributed to the fact that internet users are more likely to selectively accommodate and digest information on their own rather than being dictated by a theory where complexity imbues negativity. The attention to the commercial were shown to have a high degree of relation with attitudes toward internet advertising.

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