원문정보
초록
영어
Previous research on negative contents of verbal message being more influential has a two broad streams as impression formation theory and negative information having an more diagnostic informational value. Therefore, this research was intended to obtain consistent results from researches by message frame segmentation of verbal message and to determine the medium of verbal message. It was proven from the research that objects influencing verbal message are being effected by the participation ratio of products and the positive indication is having more meaningful difference than the negative indication statistically unlike to the results of previous researches. Unlike just a biased positive message or negative message as the result of previous research, it was proven that the positive indication is influential regardless of sequences according to participation ratio and site participation in case of positive and negative being existing together.
목차
Ⅱ. 이론적 배경
1. 구전의 개념
2. 온라인 구전
3. 오프라인 구전과 온라인 구전의 차이
4. 메시지의 내용
5. 온라인 쇼핑몰의 유형
Ⅲ. 연구가설
Ⅳ. 연구방법
1. 실험설계
2. 실험 광고물
3. 조사대상 및 표집방법
4. 종속변인
Ⅴ. 결과분석
1. 사전조사
2. 종속변인에 대한 신뢰도 검정
3. 연구가설 검증
Ⅵ. 결과 및 논의
참고문헌
Abstract