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The Effect of Motives for Using IPTV Advertising on Using Behavior of IPTV Advertising

IPTV 광고 이용동기가 IPTV 광고 이용행동에 미치는 영향에 관한 연구

  • Choi, Min-Wook (Dept. of Advertising & Public Relations, Namseoul University)
  • 최민욱 (남서울대학교 광고홍보학과)
  • Received : 2013.06.12
  • Accepted : 2013.08.20
  • Published : 2013.08.28

Abstract

This study attempts to understand the motives for using IPTV advertising and to understand the impact of the motivations on using behavior of IPTV advertising. To understand the motives for using IPTV advertising, a survey was conducted after pre-test for questionnaire design. The Composition of motive factors were ascertained through factor analysis. The analysis produced 4 dimensions of motives for using IPTV advertising, including 'economic motivation', 'information', 'advertising', and 'passing time/habit'. Each motive impacted on each using behavior differently.

Keywords

IPTV Advertising;Use Motive;Using Behavior;Consumer Activeness;New Media Advertising