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(학위논문)'https://data.riss.kr/resource/Thesis/000011436661'at RISS Linked Data

https://data.riss.kr/resource/Thesis/000011436661

property info
Property	Value
rdf:type	http://purl.org/ontology/bibo/Thesis
keris:firstMarcCreator	211004
dc:language	kor
keris:captionLanguage	eng kor
dc:subject	659.144
keris:editOfDDC	22
schema:author	김정국
dcterms:date	2008
schema:publisher	건국대학교 언론홍보대학원
library:placeOfPublication	서울
dcterms:extent	26 cm vii, 54 p. 삽도
dcterms:description	부록: 설문지 지도교수 :김병길
bibo:degree	학위논문(석사)-
keris:degreeMajor	광고홍보학과
keris:degreeOrgnization	건국대학교 언론홍보대학원
keris:degreeYear	2008. 8
bibo:annotates	서지적, 설명적 각주 수록 참고문헌: p. 43-45
dcterms:abstract	영문초록: The marketability of the domestic game industry is increasing day by day. And, Internet has been evolving to the various aspects, especially the market of Online game industry has been actually established as the main force of e-sport with the continual developments. Games of the various forms appeared and grew up tremendously, so games are growing up as one of the higher value-added businesses with ones fitting for the taste of an individual. Recently, online games are using PPL with the diverse expressions of the various genres. In the past, channels of advertising media were done centered on 4 media, now they're being done centered on 6 media owing to the addition of Cable TV & Internet. In the developments of digital technology & changes of media environs, online game developments accomplished a great marketability, and the wave of changes is rising not only in profits of simple game user subscribers but in those of ads. PPL is appearing in online games like TV & movies, Centered on the developments of online games resulted from the developments of Internet & PPL in online game used as a expressive technique, this study inspected brand image & purchasing intention according to it. It shows that many game users who don't know about PPL well are experiencing PPL exposed to them directly & indirectly, and brand image & purchasing intention consumers feel differ according to the expressive way of PPL. This study regards brand exposed within online games as the form of advertising by direct & indirect methods and examines the effects of PPL in online games on preference & purchasing intention of brand products. Furthermore, it intends to recognize influential factors of brand preference & brand purchasing intention through limiting the object of positive research as game users in PC room & inspecting the differences of PPL effects, brand images & purchasing intentions in online games. The results of this study are like followings. First, as for preference difference of brand before & after game users' exposing to PPL brand image, users playing showed statistically significant difference in brand preference to Nike & Puma except for Adidas after exposing to PPL of these brands, Second, in case of 'Tasty Ramyon' of advertising things to demand instant concentration with billboard form, it showed increasing brand preference after exposing to PPL compared with before. Third, it showed purchasing intention of game users playing is higher after seeing PPL in games than their usual purchasing intention of Tasty Ramyon. Fourth, game users showed difference in purchasing intention before & after exposing according to image of each brand, however, it was analyzed there's no statistically significant difference. Fifth, as for difference analysis of preference & purchasing intention, this study analyzed preference difference of brand before exposing to PPL of & in addition to two research problems. As the result, it showed brands in PPL of have higher preference than Tasty Ramyon of in normal times. However, after exposing to PPL, it showed preference of Tasty Ramyon is much higher than brands of ..
bibo:locator	http://www.riss.kr/link?id=T11436661
keris:heldByUniv	건국대학교
keris:heldByLib	건국대학교 상허기념도서관
bibo:status	석사
schema:datePublished	2008

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