참고문헌
권희정 (1997). 인터넷 광고효과에 관한 연구-제품관여유형과 상호작용의 영향을 중심으로. 한국외국어대학교 신문방송학과 박사학위논문.
김주호, 이재문 (1999). 광고매체로서의 인터넷과 광고유형별 효과분석. 광고학연구, 10(4), 179-212.
남상신, 윤종욱 (1999). 인터넷 광고와 마케팅. 서울: 한빛미디어.
민응준 (1997). 신 정보시대의 광고, 광고연구, 36, 203-217.
박기남, 이훈영 (2000). 인터넷 배너광고의 클릭률에 영향을 미치는 주요 요인들에 관한 시뮬레이션 연구. 광고학연구, 11(3), 269-288.
박성호 (1997). 멀티미디어 온라인 광고의 현황과 발전방향. 광고연구, 34, 79-96.
손승현 (1997). 디지털 마케팅과 인터넷 광고의 활용사례. 광고학연구, 8(1), 215-239.
윤각 (1995). 광고매체로서의 뉴미디어에 관한 연구. 방송연구, 40, 153-177.
이두원 (1997). 인터넷 홈페이지 광고의 메시지에 대한 분석연구. 광고연구, 36, 219-241.
이두희 (1997). 인터넷 마케팅과 광고. 광고학연구, 8(1), 195-214.
이성근 (1997). 계층적 분석과정을 이용한 광고매체 인터넷의 평가 및 수용전망에 관한 연구. 광고연구, 36, 243-263.
이시훈 (2000a). 사이버 마케팅 도구로서의 인터넷 광고에 대한 연구. 연구보고서, 서울: 한국광고학회.
______(2000b). 인터넷 광고 효과 모델. 서울: 커뮤니케이션북스.
______ (1997). 인터넷의 경제적 가치에 대한 연구. 광고연구, 35, 33-54.
______ (1997). 멀티미디어 광고의 이해와 활용. 서울: 한국광고단체연합회.
장대련 (1998). 인터넷 광고의 포지셔닝과 효과. 방송광고 연구총서 14, 서울: 한국방송광고공사, 285-565.
최환진 (1999). 인터넷 광고의 효과과정에 관한 연구. 경희대학교 신문방송학과 박사학위논문.
하헌국 (1998). 인터넷 광고에서 노출의 결정요인에 관한 연구. 광고연구, 38, 153-183.
홍종필 (2000a). 인터넷 동영상 광고의 효과평가 연구. 2000년 한국광고학회 연차학술대회발표자료.
______ (2000b). 광고매체 모델을 이용한 인터넷 광고 매체계획. 한국광고주협회 주최 세미나 발표자료.
황용석 (1998). 웹 이용과정에서 플로우(flow) 형성에 관한 이론적 모델 연구. 성균관대학교 신문방송학과 박사학위논문.
Berthon, P, Pitt, L & Watson, R. T. (1996). The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency. Journal of Advertising Research, 36(1), 43-54.
Bezian-Avery, A., Calder, B. & Iacobucci, D. (1998). New Media Interactive Advertising vs. Traditional Advertising. Journal of Advertising Research, 38(4), 23-32.
Briggs, R. & Hollis, N. S. (1997). Advertising on the Web: Is There Response before Click-Through. Journal of Advertising Research, 37(2), 33-45.
Chatterjee, P. A. (1998). Modeling Consumer Network Navigation in World Wide Web Sites : Implication for Advertising. Unpublished Doctoral Dissertation, Vanderbilt University.
Chen , Q & Wells, W. D (1999). Attitude toward the Sites, Journal of Advertising Research, 39(5), 27-37.
Cho, C. H. & Leckenby, J. D. (1999). Interactivity as a Advertising Effectiveness. Unpublished Working Paper. <http://www.utexas.edu/admedium/Ivory/ 3aCHO/99AAAACHO.html>
Csikszentmihalyi, M. (1977). Beyond Boredom and Anxiety. San Francisco: Jossey-Base.
& Csikszentmihalyi, I. S. (1988). Optimal Experience: Psychological Studies of Flow in Consciousness. NY: Cambridge University Press.
Dreze, X. & Zurfryden, F. (1998). Is Internet Advertising Ready for Prime Time?. Journal of Advertising Research, 38(3), 7-18.
Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web". Journal of Advertising Research, 36(5), 21-34.
Ellis, G. D., Voelkl, J. E. & Morris, C. (1994), Measuring and Analysis Issues with Explanation of Variance in Daily Experience Using the Flow Model. Journal of Leisure Research, 26(4), 337-356.
Ghani, J. A., Supnick R. & Rooney, P. (1991). The Experience of Flow in Computer-Mediated and in Face-to-Face Groups. In Proceedings of the Twelfth International Conference on Information Systems, J. I. DeGross, I. Benbasat, S. DeSanctis, & C. M. Beath, Eds, NY: The Society for Information Management, 229-237.
Ghose, A. & Dou, W. (1998). Interactive Functions and their Impacts on the Appeal of Internet Presence Sites. Journal of Advertising Research, 38(2), 29-43.
Harvey, B. (1997). The Expanded ARF Model: Bridge to the Accountable Advertising Future. Journal of Advertising Research, 37(2), 11-20.
Hoffman. D. & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(July), 50-68.
Leckenby, J. D. & Hong, J. P. (1998). Using Reach/Frequency for Web Media Planni- ng. Journal of Advertising Research, 38(1), 7-20.
Lee, S. K & Leckenby, J. D. (1998). An Investigation of Website Ranking Methods. Unpublished Working Paper. <http://www.ut-exas.edu/admedium/Ivory/ 3ASuckkee.html>
& (1999). Impact of Measurement Periods on Website Rankings and Traffic Estimation: A User-centric Methods. Journal of Current Issues and Research in Advertising(in-press), <http://www.utexa.edu/admedium/Ivory/ JCIRA.html>
LeFevre, J. (1988). Flow and the Quality of Experience During Work and Leisure. In M. Csikszentmihalyi and I. Csikszentmihalyi(Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness, NY: Cambridge University Press.
MacKenzie, S. B., Lutz, R. J. & Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanation. Journal of Marketing Research, 23, 130-143.
McDonald, S. C. (1997). The Once and Future Web: Scenarios for Advertisers. Journal of Advertising Research, 37(2), .21-28.
Meeker, M. (1996). "Technology: Internet/New Media", Morgan Stanley Research,<http://www.ms.com>
Michels, T. A. & Lancaster, K. M. (1996). Advertising Audience Measurement on Electronic Newspapers. Proceedings of 1996 Conference of American Academy of Advertising.
Nakamura, J. (1988). Optimal Experience and the Uses of Talent. In M. Csikszentmihalyi and I. Csikszentmihalyi(Eds.) Optimal Experience: Psychological Studies of Flow in Consciousness, NY: Cambridge University Press.
Novak, T. & Hoffman, D. L. (1997). Measuring the Flow Experience among Web Users. Unpublished Working Paper. <http://www2000.ogsm.vanderbilt.edu>, & Yung, Y. F. (1998). Measuring the Flow Construct in Online Environments: A Structure Model-ing Approach. Unpublished Working Pap-er. <http://www2000.ogsm.vanderbilt.e-du>
Raman, N. J. (1996). Determinants of Desired Exposure to Interactive Advertising(World Wide Web). Unpublished Doctoral Dissertation, University of Texas at Austin.
Stayman, D. A. & Aaker, D. C. (1988). Are All the Effects of Ad-Induced Feelings Mediated by Ad. Journal of Consumer Research, 15, 368-373.
Thomsen, M. D. (1996). Advertising on the Internet. Unpublished Master's Thesis, University of Westminster.
Trevino, L. K. & Webster, J. (1992). Flow in Computer-Mediated Communication. Communication Research, 19(5), 593-573.
Wells, A. (1988). Self-Esteem and Optimal Experience. In M. Csikszentmihalyi and I. Csikszentmihalyi(Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness, , NY: Cambridge University Press.
Zinkhan, G. M. (1998). Trends in Advertising and Advertising Research. 광고학연구, 9(3), 141-159.
광고정보 2000년 4월호.
한국인터넷정보센터 <http://www.nic.or.kr>
Cleveland Internet Association <http://www.cia.net>
Emarketer <http://www.emarketer.com>
다음 페이지로