경험과 스마트폰 애플리케이션의 광고 효과에 대한 연구

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경
• 1) 경험
• 2) 매체 경험
• 3) 상호작용성, 태도, 구매의도
• 4) 스마트폰 앱 광고
• 3. 연구방법
• 4. 결과 분석
• 1) 매체 경험
• 2) 인구통계학적 특성에 따른 스마트폰 앱 이용 매체 경험의 구성
• 3) 매체 경험이 지각된 상호작용성에 미치는 영향
• 4) 스마트폰 앱에 대한 지각된 상호작용성이 태도, 구매 의도에 미치는 영향
• 5) 성별에 따른 매체 경험, 지각된 상호작용성, 태도, 구매 의도의 관계 분석
• 5. 결론 및 논의
• 참고문헌
• Abstract

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