배너 광고 노출에 따른 부정적 감정이 브랜드 태도에 미치는 영향에 관한 연구: 웹 이용 동기, 제품 관여도, 사이트 만족도의 조절 역할을 중심으로 = How to improve Internet Banner Advertising Effectiveness: Moderating effect of Web-Usage Motives, Involvement and Site Attitude

다국어 초록 (Multilingual Abstract)

Banner advertising on the internet is exposed to users on their own initiative. Due to the CET(Click Through Rate) decreasing, advertiser have considered how to improve the effectiveness of the existing banner(460X60 pixel). They have been developing push technologies(eg: pop up, pop down and rich media etc) and increasing the banner size. They have been trying to raise attention rate to banner advertisement. But these intrusive efforts may form negative user’s reactions Negative reactions can be analysed as being bad felling and unfriendly brand attitude. In order to decrease negative brand attitude, it is necessary to use situation variables that control the bad feeling transfer effect to brand attitude. So, in this paper I will investigate these situation variables. I suggested three moderating variables-web usage motive(experiential motive/goal direct motive), product involvement9high involvement/low involvement) and site(media) attitude(friendly/unfriendly) to explain control effect on the negative mood level and brand attitude when users are exposed by intrusive banner advertisement. On the basis of existing theories, I proposed hypothesis about controlling role of three variables. I made new brand banner advertisement(300X300) size, product: auto, brand: TOMA) and exposed that on 2 sites(www.daum.co.kr and www.bugsmusic.co.kr) with support of Ad-server(Dart^tm and I-Tran^tm) for the empirical test. I conducted a questionnaire of users who were exposed to the advertisement via the internet and then collected 198 responses. The result was that the users who have experiential motive, high involvement, friendly attitude to media site have been experienced lower bad mood and more friendly attitude to exposed brand than the others who have goal direct motive, low product involvement and unfriendly site attitude and in case of the former users, bad mood experience affects brand attitude less negatively than the latter users. Through the empirical test. I conclude that the situation variables like that product involvement and site9media) attitude control the relationship of negative mood and brand attitude.