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The Effect of the Advertising Value on the SNS Adopter's Advertising Attitude : A Case of the Facebook Adopters

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Academic year: 2021

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로드 중.... (전체 텍스트 보기)

전체 글

(1)
(2)

90

1. 서 론

2. 문헌연구

(3)
(4)

92

(5)

정보성

오락성

신뢰성 성가심성

광고가치 H1

H2 H3 H4

H5 Facebook

Lifestyle

광고태도

3. 연구가설

(6)

94

(7)

4. 분석결과

(8)

96

(9)

α

(10)

98

α

α

(11)

정보성

-0.073(-0.437)

0.460(2.917)***

0.561(5.024)***

-0.345(-3.014)***

0.519(3.181)***

오락성

신뢰성 성가심성

광고가치 광고태도

α

(12)

100

(13)

5. 결 론

(14)

102

6. 한계점

참 고 문 헌

(15)
(16)

104

(17)
(18)

106

(19)

󰁯

참조

관련 문서

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웹 표준을 지원하는 플랫폼에서 큰 수정없이 실행 가능함 패키징을 통해 다양한 기기를 위한 앱을 작성할 수 있음 네이티브 앱과

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