Earticle

현재 위치 Home

IT Marketing and Policy

The Structural Relationship between SNS Sports Advertisement Engagement and Advertising Attitude and Purchase Intention

첫 페이지 보기
  • 발행기관
    국제인공지능학회(구 한국인터넷방송통신학회) 바로가기
  • 간행물
    International Journal of Internet, Broadcasting and Communication 바로가기
  • 통권
    Vol.13 No.4 (2021.11)바로가기
  • 페이지
    pp.169-175
  • 저자
    Kwang-Woo Lee
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A403653

※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.

원문정보

초록

영어
The purpose of this study was to investigate the relationship between the formation of advertising attitudes and purchase intentions for users' products according to the difference in engagement of SNS sports advertisements and provide them with evidence to suggest directions for SNS sports advertising strategies. For this purpose, after establishing a hypothesis between engagement, advertising attitude, and purchase intention, a questionnaire was distributed to employees of sports administration organizations that have experienced or are using SNS and statistically processed using 460 copies of self-administeration. Through this process, we obtained the following results. First, it was found that engagement had a significant effect on advertising attitude. Second, it was found that engagement had a significant effect on purchase intention. Third, it was found that advertising attitude had a significant effect on purchase intention. From the results of this study, it can be seen that the SNS sports advertisement engagement has a positive effect on the attitude and purchase intention of advertisements conducted on SNS. In other words, it should be actively used to increase more efficient advertising attitudes and purchase intentions through this identified engagement.

목차

Abstract
1. Introduction
2. Research hypothesis
2.1. Relationship between engagement and advertising attitude
2.2 Relationship between engagement and purchase intention
2.3. Relationship between adverting attitude and purchase intention
3. Research Method
3.1. Research Subjects
3.2. Research Tools
3.3. Validity and Reliability Analysis
3.4. Data Processing Methods
4. Results
5. Conclusion
References

키워드

SNS Sports Advertisement Engagement Advertising Attitude Purchase Intention.

저자

  • Kwang-Woo Lee [ Doctor, Department of Sport Science, Chungnam National University, Instructor, Korea ] Corresponding Author

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    국제인공지능학회(구 한국인터넷방송통신학회) [The International Association for Artificial Intelligence]
  • 설립연도
    2000
  • 분야
    공학>전자/정보통신공학
  • 소개
    인터넷방송, 인터넷 TV , 방송 통신 네트워크 및 관련 분야에 대한 국내는 물론 국제적인 학술, 기술의 진흥발전에 공헌하고 지식 정보화 사회에 기여하고자 한다.

간행물

  • 간행물명
    International Journal of Internet, Broadcasting and Communication
  • 간기
    계간
  • pISSN
    2288-4920
  • eISSN
    2288-4939
  • 수록기간
    2009~2025
  • 십진분류
    KDC 326 DDC 380

이 권호 내 다른 논문 / International Journal of Internet, Broadcasting and Communication Vol.13 No.4

    피인용수 : 0건 (자료제공 : 네이버학술정보)

    함께 이용한 논문 이 논문을 다운로드한 분들이 이용한 다른 논문입니다.

      출처 : 네이버학술정보

        0개의 논문이 장바구니에 담겼습니다.

        페이지 저장
        소속기관 조회
        이용자님의 소속기관(단체)이 서비스에 가입되어 있는지 확인해 보십시오.
        기관회원에 소속되어 있는 이용자는 원문을 무료로 이용할 수 있습니다.