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이메일광고 회피행동에 영향을 미치는 수용자의 심리적 특성에 관한 연구: 이메일관여도, 이용동기와 충족도, 광고태도를 중심으로.

Title
이메일광고 회피행동에 영향을 미치는 수용자의 심리적 특성에 관한 연구: 이메일관여도, 이용동기와 충족도, 광고태도를 중심으로.
Other Titles
Predictors of Advertising Avoidance Behaviors of E-mail Advertising : With emphasis on involvement, use and gratification, and attitude toward ads
Author
이경렬
Keywords
이메일광고; 옵트인메일; 옵트아웃메일; 스팸메일; 관여도; 이용동기; 충족도; 광고태도; 광고회피행동; E-mail Advertising; opt-in mail; opt-out mail; spam mail; involvement; use and grativication and atitude toward ads; advertising avoidance Behavior.
Issue Date
2007-09
Publisher
한국광고학회
Citation
광고학연구, v. 18, No. 3, Page. 151-174
URI
https://www.earticle.net/Article/A73780http://repository.hanyang.ac.kr/handle/20.500.11754/106904
ISSN
1225-0554
Appears in Collections:
COLLEGE OF COMPUTING[E] > MEDIA, CULTURE, AND DESIGN TECHNOLOGY(ICT융합학부) > Articles
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