Earticle

초록

영어

Over the past few years, the SNS has gradually become a part of mainstream culture, even changing people's lifestyles, and having a new influence on the development of society and culture. For entrepreneurs who need to grasp the consumer mentality, be able to appropriate profit-making model, and transfer concepts and flow into money, the trends in the SNS industry have become of crucial concern. This is what informs this study. In China, in addition to firms, marketers and advertisers use of microblogging platforms for product advertising, and the microblogging platform also have strengthened netizens awareness on safeguarding their rights. They have enabled common people to become the main force in propagating and promoting news events. Importantly, the value of SNS has become prominent in commerce and recreation. It is for this reason a study of commercial value of SINA Weibo has an essential significance. By selecting major factors influencing the user's adoption of SINA Weibo advertising, the paper studies the correlativity between these factors (informativeness, entertainment, credibility, personalization, customization, irritation, privacy concern) and perceived value and users' positive attitudes toward the advertisements on SINA Weibo. Based on the outcome of this study, recommendations are made which shall be suitable and helpful for domestic SNS' development and propagation.

목차

Abstract
Introduction
Literature review
SNS Advertising and SINA Weibo Advertising
SINA Weibo Advertising Related Characteristics
Perceived Weibo Ad Value and Attitude Toward Weibo
Ad
Perceived Weibo Ad Value and Weibo Ad Adoption
Positive Attitude toward Weibo Ad and Weibo Ad Adoption
Methodology
Data Collection
Measurement
Results
The SINA Weibo Ad Characteristics effect on Perceived SINA Weibo Ad Value
The SINA Weibo Ad Characteristics effect on Positive Attitude toward Weibo Ad
Perceived Weibo Ad Value effect on Positive Attitude toward Weibo Ad
Perceived Weibo Ad Value and Positive Attitude toward Weibo Ad effect on SINA Weibo Ad Adoption
Discussion and conclusion
References

저자

• AN NAN [ Chonnam National University, Gwangju, Korea ]
• ILSANG KO [ Chonnam National University, Gwangju, Korea ]

참고문헌