초록

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Abstract ▼ AI-Helper

This study is designed to examine consumers" attitude toward major media ads and verify the relations among utilitarian attitude and hedonic attitude toward each media ads and ad positivism. After carrying out confirmatory factor analysis(CFA) with latent variables, correlation analysis is carried o...

This study is designed to examine consumers" attitude toward major media ads and verify the relations among utilitarian attitude and hedonic attitude toward each media ads and ad positivism. After carrying out confirmatory factor analysis(CFA) with latent variables, correlation analysis is carried out among three latent variables(utilitarian/hedonic attitude toward ad, ad positivism) and all four media ads have positive correlation among utilitarian attitude, hedonic attitude toward media ad and ad positivism. And to prove the impact on level of ad exposure of each media, multiple regression analysis is carried out. Only newspaper ad has adequate level of R2, and utilitarian/hedonic attitude has impact on level of ad exposure in TV ads and newspaper ads otherwise there"s no impact on level of ad exposure in Internet ads.

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