인터넷에서의 광고 효율성에 대한 연구: 미국 대학생의 인식, 태도, 광고회피를 중심으로

Abstract

The aim of this research is to find effective web advertising formats to overcome the trend associated with avoidance. Three web ad formats used in this study are banner, pop-up, and rich media advertising. Overall research questions to be addressed include students' perception, attitude, and their level of avoidance toward web advertising. The correlations among perceptions, attitude, and avoidance also are examined. The survey result reveals that students perceive web advertising as more irritating than informative and entertaining. Students show a negative attitude toward pop-up and want to avoid pop-up than other web advertising formats. There is a positive correlation among entertainment, informativeness, and attitude, but a negative correlation between irritation and attitude. Avoidance shows a negative correlation with entertainment, informativeness, and attitude toward web ads, but is positively correlated with irritation.