• Title/Summary/Keyword: 적합도 분석

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ISDN 전환계획

  • Gang, Tae-Un
    • ETRI Journal
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    • v.9 no.4
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    • pp.109-122
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    • 1987

  • 본고에서는 전기통신 서비스와 통신망 구조측면에서 ISDN 전환요소를 분석하고, 이에따라 ISDN의 도입전후를 구분하여 국내 실정에 적합한 ISDN 전환계획의 주요 요구사항과 추진내용을 살펴보았다.

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A Study on the Effect of Web Drama PPL Advertising -Focus on Actor Awareness and Perceived Fit (웹드라마 PPL 효과에 관한 연구 -웹드라마와 브랜드의 지각된 적합성과 배우 인지도와의 상호작용 효과를 중심으로)

  • Bae, Kyung Yoon;Han, Eun-Kyoung
    • Journal of Digital Convergence
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    • v.18 no.6
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    • pp.411-418
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    • 2020

  • The purpose of this study was to examine the influence of actor awareness on advertising effect, and to find out whether there is a moderation effect between actor awareness and perceived fit of PPL brand and drama. For this purpose, this research conducted an experimental study through the treatments. A total of 452 participants attended to the experimental study and responded to the questionnaire. As a result, the awareness of the actor did not affect the ad attitude, but it influenced the brand attitude significantly. The perceived fit between PPL brand and drama influenced both the ad attitude and brand attitude significantly. The interaction of actor awareness and perceived fit was significant in ad attitude but not in brand attitude. In addition, purchase intention increased as the attitude toward ad and brand was positive. The purpose of this study is to contribute to establishing a PPL profit strategy for web dramas by examining the relationship between actor awareness and advertising effects, and the moderating effect of perceived fit between PPL brand and drama.

  • https://doi.org/10.14400/JDC.2020.18.6.411 인용 PDF KSCI