Earticle

초록

영어

This study confirmed the effect of attitude factors on advertisement effect for the purpose of producing effective webtoon advertisement and suggesting media execution strategy. Data were collected using the experimental method. The research results are as follows. First, it was found that only the attitude of advertisement had a significant effect on the advertisement attention when the form of the webtoon advertisement was general format type ad. Second, when the form of webtoon advertisement was general format type ad, advertisement attitude and product attitude had a significant effect on advertisement click intention. Third, when the placement of the webtoon advertisement was inserted in the middle of the webtoon, the advertisement attitude had a significant effect on the advertisement attention. Fourth, when the product of the webtoon advertisement was an experience product, it was advertisement attitude that had a significant effect on advertisement attention. This study is valuable in that it proposed a strategy for producing webtoon advertisements and executing media through experimental research.

한국어

본 연구는 효과적인 웹툰 광고를 제작하고 매체 집행 전략을 제안하기 위한 목적에서 태도요소들이 광고효과에 미치는 영향을 확인하였다. 실험방법을 이용하여 자료를 수집하였다. 연구결과 첫째, 웹툰 광고의 형태가 실사형과 웹 툰형에 관계없이 광고태도만이 광고주목도에 유의미한 영향을 미쳤다. 둘째, 웹툰 광고의 형태가 실사형일 때 광고태도 와 제품태도가 광고 클릭의도에 유의미한 영향을 미쳤다. 셋째, 웹툰 광고의 게재위치가 웹툰 중간에 삽입될 때 광고태 도가 광고주목도에 유의미한 영향을 미쳤다. 넷째, 웹툰 광고의 제품이 경험재품일 때, 광고주목도에 유의미한 영향을 미치는 것은 광고태도였다. 본 연구는 실험연구를 통해 웹툰 광고의 제작 및 매체 집행 전략을 제안하였다는 점에 가치 가 있다.

목차

Abstract
요약
1. Introduction
2. Literature Review
3. Research Question
4. Method
4.1. Subject and experimental design
4.2 Independent variable
4.3 Dependent variable
5. Result
5.1 Effect of Ad Attitude Factors on Ad Attention by Webtoon Ad Types
5.2 Effect of Ad Attitude Factors on Ad Click Intention by Webtoon Ad Type
5.3 Effect of Ad Attitude Factors on Ad Attention by Webtoon Ad Placement Position
5.4 Effect of Ad Attitude Factors on Ad Click Intention by Webtoon Ad Placement Position
5.5 The Effect of Ad Attitude Factors According to Product Attributes of Webtoon Ads on Ad Attention
5.6 The Effect of Ad Attitude Factors on Ad Intention by Webtoon Ad Product Attributes
6. Discussion
REFERENCES

저자

• Seung-Yeob Yu [ 유승엽 | Professor, Department of Advertising and Public Relations, Namseoul University ] Corresponding Author

참고문헌