인터넷 광고의 유형별 기억 및 구매행동에 관한 실증연구

Abstract

The wide public use of PC and high-speed cable internet rapidly increase the domestic internet users. This development of media environment makes the enterprises aware that internet is the important means of marketing communication and gradually increases the use of internet in the enterprises. In addition, because the attitude of the enterprises on-line marketing is changing in more active way the internet advertising by the enterprises can be said more active on-line advertising when using two-way communication channel with the customers rather than relying on expressing advertising process. The purpose of this research is to provide the basic information for strategic planning of internet advertising types and strategic planning of internet marketing through survey and analysing memory and purchase behavior about internet advertising types, that is, e-mail advertising, banner advertising, rich media advertising, and entertainment advertising. The analysis results of the memory and purchase behavior about internet advertising types, there is no statistically significant difference in the memory and purchase behavior about all internet advertising types according to sex and age. However, there is statistically significant difference in the memory and purchase behavior about internet advertising types according to income, school career, and job.