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(A) study for mobile applications and in-app advertisements on click intention and application evaluation 원문보기

  • 저자

    Shi, Yao

  • 학위수여기관

    Graduate School, Korea University

  • 학위구분

    국내석사

  • 학과

    經營學科

  • 지도교수

    金商湧

  • 발행년도

    2014

  • 총페이지

    iii, 68장

  • 키워드

    hedonic/utilitarian congruent/incongruent attitude toward advertising click intention applicaiton evaluation;

  • 언어

    eng

  • 원문 URL

    http://www.riss.kr/link?id=T13541885&outLink=K  

  • 초록

    The study examines the relationship between mobile application users' attitude toward general advertising and mobile application users' attitude toward in-app advertising. And try to figure out when the hedonic and utilitarian product advertising display in the hedonic and utilitarian application, what is the difference related to click intention and application evaluation. In order to answer the research questions, based on the study argument on related previous literatures. Researcher classified the mobile application into hedonic application and utilitarian application; same classified method with in-app advertising products. In total, 240 data samples were analyzed to test four research hypotheses though regression analysis and t-test by using SPSS 21 statistics program. Although the hypotheses are not supported both, the study results are meaningful for the future research and can provide more specific insights to both advertisers and mobile marketers.


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