CAJ | 학술논문

本文借鉴Kendall网络广告认知模型，在关注度的视角下，提出了态度、吸引力、可信度、副效应、关注度、效果之间的研究假设。采用网上和人工两种方式收集问卷，运用结构方程模型对样本数据进行定量研究，建立了关注度视角下的网络广告效果影响因素模型，并对研究结果进行了分析和探讨。实证研究结果表明：态度、吸引力、可信度通过关注度这一中介变量显著地影响网络广告效果，关注度和副效应显著地直接影响网络广告效果，影响因素间的路径系数在性别上有显著差异，并据此提出了网络广告建议。
본문차감Kendall망락엄고인지모형，재관주도적시각하，제출료태도、흡인력、가신도、부효응、관주도、효과지간적연구가설。채용망상화인공량충방식수집문권，운용결구방정모형대양본수거진행정량연구，건립료관주도시각하적망락엄고효과영향인소모형，병대연구결과진행료분석화탐토。실증연구결과표명：태도、흡인력、가신도통과관주도저일중개변량현저지영향망락엄고효과，관주도화부효응현저지직접영향망락엄고효과，영향인소간적로경계수재성별상유현저차이，병거차제출료망락엄고건의。
This paper references Kendall Online Advertising Cognitive Model and proposes research hypotheses between attitude, attraction, belief, side effect, attention and effect. Internet and manual survey are implemented, the quantita-tive analysis on sample data is carried out by structural equation model and the influencing factors of online advertising effect through attention model is established, analysis and discussion are made based on the research results. The research results show that attitude, attraction, belief significantly affect the effect of online advertising through the inter-mediary variable-attention, attention and side effect directly affect the effect of online advertising, and the influencing factors of online advertising differs from different gender, based on which, suggests are made for online advertising.