상업적 매체로서의 UCC에 대한 소비자의 태도와 효과에 관한 연구
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 전병호 | - |
dc.contributor.author | 한필구 | - |
dc.contributor.author | 강병구 | - |
dc.date.accessioned | 2021-09-09T00:06:21Z | - |
dc.date.available | 2021-09-09T00:06:21Z | - |
dc.date.created | 2021-06-17 | - |
dc.date.issued | 2009 | - |
dc.identifier.issn | 1975-4256 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/121808 | - |
dc.description.abstract | UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and its effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that informativeness, entertainment, irritation, trust, ease of use, and flow are significantly related to the attitude of UCC advertising, but usefulness and incentives are not. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth, and intention to buy. This study contributes to improve the understanding of UCC as a commercial media and provides the base of activation strategies for it. | - |
dc.language | Korean | - |
dc.language.iso | ko | - |
dc.publisher | 한국IT서비스학회 | - |
dc.title | 상업적 매체로서의 UCC에 대한 소비자의 태도와 효과에 관한 연구 | - |
dc.title.alternative | A Study on the Customer Attitudes toward UCC and its Effects as a Commercial Media | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 강병구 | - |
dc.identifier.bibliographicCitation | 한국IT서비스학회지, v.8, no.2, pp.23 - 41 | - |
dc.relation.isPartOf | 한국IT서비스학회지 | - |
dc.citation.title | 한국IT서비스학회지 | - |
dc.citation.volume | 8 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 23 | - |
dc.citation.endPage | 41 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART001352515 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.description.journalRegisteredClass | other | - |
dc.subject.keywordAuthor | UCC Advertising | - |
dc.subject.keywordAuthor | Web Advertising Attitude Model | - |
dc.subject.keywordAuthor | Trust | - |
dc.subject.keywordAuthor | TAM | - |
dc.subject.keywordAuthor | Flow | - |
dc.subject.keywordAuthor | Incentives | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
(02841) 서울특별시 성북구 안암로 14502-3290-1114
COPYRIGHT © 2021 Korea University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.