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Vol.44, No.0, 121 ~ 133, 2014
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| Title |
| A Study on the User`s Attitude of Communication Form in the Product`s Description of IT Brand Web-sites - Focused on Web-sites of Google, Samsung, Apple, LG - |
| 박일권 Park Il-kwun |
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| Abstract |
| The communication in the web-site has focused on the product`s function centered communication for selling devices in the meanwhile, but the communication is gradually shifting towards the user centered communication for making brand favorability high. For this reason, this study is for the user`s attitude according to the communication form for improving the preference in four world famous IT companies, Google, Samsung, Apple and LG etc. According to the result, there are differences of the communication between domestic and foreign companies basically and it shows the particular brand has the higher favorable attitude than other brands. The result shows that all of elements, web-awareness, web-emotional representation and web-royalty, are higher than others in case of Apple. Especially, the contextual representation in web-emotional representation is more important to make a favorable attitude than other elements. This study presented the direction of improvement of web-site`s communication form as the study on how the emotional communication form will affect the brand attitude. |
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| Key Words |
| 사용자중심 커뮤니케이션, 사용자 태도, 감성 웹커뮤니케이션, User centered communication, User attitude, Emotional web-communication |
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