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Twitter広告に対するイメージの多次元的特性
https://bunkyo.repo.nii.ac.jp/records/7405
https://bunkyo.repo.nii.ac.jp/records/7405c59e1ca6-7b5a-4dfc-948e-cb5d23e5a8ce
名前 / ファイル | ライセンス | アクション |
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BKSF200004 (779.1 kB)
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Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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公開日 | 2019-03-28 | |||||
タイトル | ||||||
タイトル | Twitter広告に対するイメージの多次元的特性 | |||||
タイトル | ||||||
タイトル | Multidimensional analysis of consumer perceptions of Twitter advertisements | |||||
言語 | ||||||
言語 | jpn | |||||
資源タイプ | ||||||
資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
資源タイプ | departmental bulletin paper | |||||
著者 |
浅川, 雅美
× 浅川, 雅美× 石井, 大貴× 高, 雄大 |
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著者 | ||||||
Asakawa, Masami | ||||||
著者 | ||||||
Ishii, Daiki | ||||||
著者 | ||||||
Taka, Kazuhiro | ||||||
所属機関 | ||||||
文教大学健康栄養学部 | ||||||
所属機関 | ||||||
文教大学情報学部経営情報学科 | ||||||
所属機関 | ||||||
文教大学情報学部経営情報学科 | ||||||
内容記述 | ||||||
内容記述タイプ | Abstract | |||||
内容記述 | In this study, factors affecting perceptions of Twitter advertisements on beverages were identified and the impact of these factors on viewers’ attitudes towards the advertisements was examined. For this purpose, 115 participants were asked to rate their impressions of five Twitter advertisements with 17 semantic differential scales. They were also questioned about their attitudes towards the advertisements and the brands, and their purchase intention. By performing a factor analysis on the data, the following three dimensions were extracted: “Stimulus,” “Elegance,” and “Explanation.” Furthermore, SEM analysis revealed that the factor which most determined the degree of like and dislike of the Twitter advertisements was “Stimulus. | |||||
書誌情報 |
湘南フォーラム : 文教大学湘南総合研究所紀要 en : Shonan forum : journal of the Shonan Research Institute Bunkyo University 巻 20, p. 15-20, 発行日 2016-03-19 |
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ISSN | ||||||
収録物識別子 | 18834752 | |||||
著者版フラグ | ||||||
出版タイプ | VoR | |||||
フォーマット | ||||||
内容記述タイプ | Other | |||||
内容記述 | application/pdf | |||||
本文言語 | ||||||
日本語 | ||||||
ID | ||||||
BKSF200004 |