광고제품의 모드와 사이트 관련성, 소비자와 사이트와의 관계의 질이 배너광고 효과에 미치는 영향 = Effects of Product Mode, Host Site Relevance, and Site Relationship Quality on the Effectiveness of a Banner Ad

다국어 초록 (Multilingual Abstract)

Recently, a research stream is emerging on the effectiveness of Internet ads, yet limited is our understanding about the effects of host site characteristics and advertised product characteristics on banner ad effectiveness. The present research investigated the role of relevance between the host site and the advertised product, the mode of advertised product, and the quality of consumer relationships with the host site in banner advertising effectiveness. Results from an experiment indicated that participants formed more positive evaluations as well as purchase intention about the product when it was relevant to the host site than when it was not. Also, the advertised product was judged more favorably when it was an online product than when it was an off-line product. Contrary to the expectation, however, the quality of the consumer-site relationships had little influence on product judgments. Theoretical and managerial implications of these findings are discussed.