사이트에 대한 몰입과 태도에 따른 인터넷 배너광고 노출효과에 관한 연구

Abstract

This research is to examine characteristics of internet user and web site to exposure of banner advertising. Vehicle exposure is widely used in evaluations of effectiveness of banner advertising. But advertising exposure is more meaningful index than vehicle exposure. Banner advertising exposures depend on characteristics of banner advertising itself, site which is the banner advertising placed in, and internet user. Among these variables, we attempted to examine involvement of internet user and attitude toward web site to exposure of banner advertising, being characteristics of banner advertising is held constant. According to information processing theory, deep involvement in a web page is likely to be accompanied by a narrowing and focusing of attention and a consequent lack of attention to extraneous advertising. It is hypothesized that the more deeply the subjects are involved web page, the less they exposed to the banner advertising (H1). And, since attitude toward the web site tends to have a strong impact on attitude toward the advertising, which in turn tends to have effect on information processing. It is hypothesized that the more positively the subjects have attitude, the more they exposed to the banner advertising (H2). As a result, H1 is accepted and H2 is rejected. It is discussed that effectiveness of banner advertising can be varied by effect of involvement in web page. And we discussed about effectiveness index of banner advertising.