인터넷 광고이용자 유형에 따른 광고 태도와 소비자 반응에 관한 연구

Abstract

With recent constant increase in internet users and usage of internet, the internet has become part of our daily lives. In internet advertising cost perspective, companies are active in marketing through internet media. Internet advertising has advantage of exposing consumer to advertising and sales at the same time, but the study from advertising consumer had been insufficient. So, the purpose of this research are as followed. First, analyse and categorize advertising user's attitude by it's reasons, and to analyse if there is difference in attitude toward advertising types according to user's types, and if there is difference in consumer's response after exposure to advertising. Second, is there correlation with attitude toward internet advertising and consumer's response after exposure to the advertising? Third, is there a difference in attitude in different types of internet advertising and consumer's response? For purpose of this study, the literatures and test results have been studied. For literary study, concepts of internet advertising and it's characteristics, its user types, internet advertising types, attitude of advertising, consumer's responses, and all related theories and previous studies were studied from theoretical perspective. For the test results, people who are interested and have understanding of the advertising, and hae had experience purchasing through the advertising have been surveyed. The result of the survey had been analysed and interpreted to categorize the internet user groups; and correlation between attitude of the advertising and consumer's response in the group had been analysed. Following are the results of the study. First, there were difference in attitude of advertising based on internet advertising user types. aggressive information seekers had positive attitude toward keyword advertising and fixed banners, but lower in floating advertising. practical users were most positive toward rich-media ads, but most negative toward pop-ups. fun seekers group were positive throughout the ad types, but especially in keyword and rich-media advertising. Second, according to internet advertising user types, consumer's response post advertising were significantly different. keyword advertising and fixed banners had high consumer responses after exposure to advertising. but floating ads were least effective type of advertising. Third, after studying the correlation between attitude within the advertising types and consumer's responses, fixed banners, pop-ups, and keyword advertising had positive correlation between attitude of the ads and consumer's responses. but in rich-media and floating advertising, even the consumer with positive attitude does not lead to recognition of the product or to purchase of the product.