SNS 광고유형과 제품관여도가 소비자의 구매의도에 미치는 영향에 관한 연구

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To the development of information and communication technology, today, anywhere, anytime can access the Internet environment and was able. Social network service (SNS) are spread throughout the world and, accordingly, cultural, and economic impact, the situation is escalating. Rest were new individuals themselves through the new Internet environment called Web 2.0 allows you to find and create content themselves with the users to share the information is appropriate for their own purposes. Interactive free communication between users of Web 2.0, an open platform environment such as under the emergence of the SNS, SNS was the site of a Web-based community where relationships can be formed centered on common interests can.
Through the attitude of the consumers in this study, is expected to help SNS and the types of advertising activities to promote the purchase of consumer product involvement for involvement and SNS through concepts such as previous studies present a variety of factors, and types of SNS advertising Learn the impact on the purchasing and product involvement, depending on the model presented For this study, divided into three types, and the type of SNS marketing survey was conducted on a total of six groups, for high involvement products and low involvement products. Also showed a significant involvement and type SNS Marketing Advertising interaction between SNS marketing that results in brand attitude of involvement and ad type interaction effect significant results did not show, and the purchase of All three SNS marketing type of ad purchase of low involvement products than high-involvement products were higher.
The results of this study the correlation between each study variable to influence perceived usefulness of the technology acceptance model and the perceived ease of use of the SNS marketing, advertising easy and effective when you think would be useful would be to know that was.
Alternative Title
SNS 광고유형과 제품관여도가 소비자의 구매의도에 미치는 영향에 관한 연구
Alternative Author(s)
Seo, Tae Yang
조선대학교 경영대학원 경영학석사학위과정
경영대학원 경영학석사학위과정
Awarded Date
Table Of Contents
목 차

제 1 장 서 론 ( 01 )
제 1 절 연구의 배경 및 목적 ( 01 )
제 2 절 연구범위 및 구성 체계 ( 02 )

제 2 장 이론적 배경 및 선행연구 ( 03 )
제 1 절 기술수용모델 ( 03 )
제 2 절 소비자 행동과 관여도 ( 06 )
제 3 절 SNS 마케팅 ( 11 )

제 3 장 연구 설계 ( 15 )
제 1 절 연구 가설의 설정 ( 15 )
제 2 절 연구방법 ( 16 )
제 4 장 연구 결과 ( 21 )
제 1 절 피험자의 인구통계학적 특성 ( 21 )
제 2 절 주요 변인의 신뢰도 검증 ( 21 )
제 3 절 연구 가설의 검증 ( 22 )

제 5 장 결 론 ( 24 )
제 1 절 연구결과 요약 및 논의 ( 24 )
제 2 절 연구의 한계점 제언 ( 25 )

( 27 )

( 32 )
조선대학교 대학원
서태양. (2012). SNS 광고유형과 제품관여도가 소비자의 구매의도에 미치는 영향에 관한 연구.
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Business > 3. Theses(Master)
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  • Embargo2012-12-21
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