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안티홈페이지가 기업이미지에 미치는 영향에 관한 연구
The Study about the Impact that Anti-homepage Has on the Image of a Company

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    This is the study about the impact of anti-homepage on a company image, based on the theory of one way message and two way message effects, which is suggested by the study of Hovland, Lumsdaine & Sheffield. There were four sample groups, and those are positive attitude group, negative attitude group, anti-homepage exposed group, unexposed group of a certain company. Sample group is composed of one hundred and twenty people, thirty people for each group who are chosen by a random way. The components of a company image are estimated by seven points, eight parts that are made by professor Yamaki. Through the dual variation analysis, main effects about past attitude and anti-homepage login are proved to be valid, but there was no mutual effect between past attitude and anti-homepage login. General1y, it is found that as they are more exposed to anti-homepage according to anti-homepage logins, the positive attitude towards the company decreases. After the T test of a sample, the changes of attitude of an affirmative unexposed group (A-1), and those of negative attitude with anti-homepage exposed group (B-2), turned out to be statistically not meaningful. Conclusion is that positive attitude with anti-homepage exposed group lessens positive attitude, on the other hand, positive attitude increases among the negative attitude with only company homepage exposed group.


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