총 153페이지

4) 변수 가중치 방법········································································································93
(1) 물리적 변수 가중치 방법····································································································94
(2) 변수 가중치 산출 방법········································································································94
5) 변수 측정 방법···········································································································94
(1) 전문가 심층인터뷰················································································································94
(2) 본 연구의 변수 측정 방법 ································································································97
6) 수용자 효과 조사 방법································································································99
(1) 조사 규모와 변수 추출 ······································································································99
(2) 조사 실시 및 표본의 구성································································································101
(3) 설문지 변수 구성 항목 ····································································································101
제 4 장 연구결과 ●
107
1. 변수 선정 결과···················································································107
1) 변수 선정 결과 ·················································································107
(1) 국내외 사례를 통한 변인 추출 결과··············································································107
(2) 전문가 심층인터뷰 결과 ··································································································108
(3) 전문가 설문 결과·················································································································111
(4) 주요 변수 선정의 최종 결과····························································································112
2) 물리적 변수 가중치 결과 ···································································113
(1) 물리적 변수 선정 결과 ·····································································································113
(2) 변수 가중치 조정 결과······································································································114
2. 효과측정 모델 ···················································································115
1) 매체 노출효과······························································································115
2) 물리적 특성에 따른 노출효과·······································································116
3) 수용자 효과 ································································································117
(1) 광고태도 ·························································································································
(2) 구매의도 ·························································································································
4) 크리에이티브 효과 ······················································································118
3. 수용자효과 결과 ················································································118
xv

현재 포커스의 아래내용들은 동일한 컨텐츠를 가지고 페이지넘김 효과및 시각적 효과를 제공하는 페이지이므로 스크린리더 사용자는 여기까지만 낭독하시고 위의 페이지이동 링크를 사용하여 다음페이지로 이동하시기 바랍니다.