TV와 인터넷 매체 광고에 대한 소비자의 인식차이 분석

다국어 초록 (Multilingual Abstract)

The rapid growth of Internet requires research on consumers’general perceptions and attitude toward advertising since these affect attitude toward individual advertisements. The main aim of this exploratory study was to capture the influence of consumers’perception on general attitude toward advertising in Internet compared to Immobile TV. Consumers’perception of the advertising in Immobile TV and Internet was recognized to be consist of three factors, including informativeness, entertainment, and irritation. The results show that Immobile Internet generated more positive appreciation in informativeness, entertainment, irritation, and Aad than TV. And the hypothesized model of consumers’perception and its role as an antecedent of overall Aad are confirmed. The entertainment was the strongest predictors of general Aad in both media. And the next strong predictors was irritation of advertising. However, the diverse influence of consumers’perception on general Aad existed between Internet and Immobile TV. Given that there are very few published studies on Internet advertising, this exploratory research makes a significant contribution to the knowledge in this area.