| Abstract |
| This subject of this study is to verify positively whether advertising effect is affirmative in accordance with the credibility of the web site on the assumption that the web is regarded as mass communication and the web site is regarded as the medium of media based on the prior study the credibility perceived by the medium is able to transfer to perception of the advertisement, consequently it has an effect on the result of the advertisement.
The independent variable on this study is credibility of web site, the parameter is participation and the dependent variable is advertising effect. As a result of this study, according to the credibility of web site, advertisement attitude, brand attitude and purchase intention are raised, thus it is suggested that choosing highly credible media is more essential to increase advertising effect as advertisements are published on web site like traditional media. Moreover it is necessary for client to select advertisement media with considering that media feature can affect its advertisement. Particularly, in case of brand-new company, choosing advertisement media will play an important role in establishing the image of the product. |
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| Key Words |
| 웹사이트, 신뢰도, 광고효과, Web site, Credibility, Advertising Effects |
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