| Abstract |
| The purpose of this study is to identify effects visual and verbal components of advertisement on attitude toward advertising and purchase intention by types of the propensity about consumer`s activities, interests, opinions(AIO) and types of the internet banner advertisements.
The research results from regression showed as followed: First, it revealed that visual component of the advertising only effects on attitude toward advertising and purchase intention irrespective of types of the propensity about consumer`s AIO and types of the internet banner advertisements. Second, in case of banner advertisements that not moved, customer who have positive propensity about AIO effects on attitude toward advertising and purchase intention, but in case of animated banner advertisements, all customer who have positive and negative propensity about AIO effect on attitude toward advertising and purchase intention. Third, attitude toward advertising of customer who have positive propensity about AIO in banner advertisements that not moved is more higher than customer who have positive propensity about AIO in animated banner advertisements.
In summary, this study found that the visual element of an advertising is important in developing a strong, positive attitude towards the advertising, which in turn leads to increased purchased intention in banner advertising. |
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| Key Words |
| 광고태도, 활동, 관심, 의견, 인터넷배너광고, attitude toward advertising, activities, interests, opinions, internet banner advertisements |
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