인터넷 무용공연 광고정보특성이 이용자행동에 미치는 영향
The Effects of Internet Dance Performance Advertising Information Characteristics on Users' Behavior
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Abstract
This study was intended to provide the suggestions for the effective development and management plan of dance performance advertising marketing strategy on the web market. For this purpose, it attempted to make an efficient analysis of the effect of Internet dance performance advertising information characteristics on users' behavior. As a result, the following results were obtained: First, it was found that the frequency of use, the cognitive response of dance performance advertising information users, was highly influenced by the reliability and the diversity of advertising information characteristics. As for the degree of involvement, the usefulness and the reliability of the source became highly influential. Second, it was found that interest, the emotional response, was highly influenced by the diversity and the usefulness of the sourse. Goodwill was highly influenced by its usefulness and reliability. Third, it was found that the diversity of the source became highly influential to the advertising attitudes. Furthermore, the brand attitude and the intention of purchasing were highly influenced by its reliability.
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