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Twitter広告に対するイメージの多次元的特性 Multidimensional analysis of consumer perceptions of Twitter advertisements 浅川, 雅美 アサカワ, マサミ Asakawa, Masami 文教大学 Bunkyo University 石井, 大貴 高, 雄大 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. 文教大学湘南総合研究所 2016-03-19 jpn departmental bulletin paper VoR https://bunkyo.repo.nii.ac.jp/records/7405 18834752 湘南フォーラム : 文教大学湘南総合研究所紀要 Shonan forum : journal of the Shonan Research Institute Bunkyo University 20 15 20 https://bunkyo.repo.nii.ac.jp/record/7405/files/BKSF200004.pdf application/pdf 779.1 kB 2019-03-28