1) ѱüȸ, ѱȸ, ۱ȯ溯ȭ۱ýۿѿ, , 2000, pp. 1618.

2) KOBACO http://www.kobaco.co.kr/publicad/frame01.htm

3) ѱ۰, 1994 ͱ , 1994. p.1.

4) G. RLaczuiak, R.FLusch&J.GUdell, Marketing in 1985, Journal of Marketing, 1997, pp.47-53.

5) J. Diebold, Beyond Automation, Ray E.Hieber and Caston E, Spitzer ed. The Voice of Govermment (New York:John Willy&Sons Inc., 1968), p.3.

6) V. Fryburger, The New World of Advertising(Chicago:Crain Books, 1975), p.101.

7) , ȭ ο ɼ, ͱ: Ǵ ڸ,, 1996 4ȣ, p.29.

8) ö, ͱ ־ ѱ ұȿ , б п , 1996, pp.3537.

9) , ͱ Ÿϰ ǽĺȭ , ִбп 濵а ڻ , 1993, pp.3237.

10) ۱ ̴,Bͱ ޽ ұ Ŀ´̼ ȿ-п ûҳ ¹ ķ ߽-, ߾Ӵб ȭ, 1991, pp.3334.

11) 谭, ͱ , ȫʹб п , 1987, pp.2224.

12) A. C. Gunther and E. Thorson, Perceived Persuasive Effect of Product Commercials and Public Service Announcement:Third-person Effect in New Domains, Communication Reaserch, 1992. pp. 2428.

13) ѱ۱, 1996 ۱ Һ ǰ硱, 1996. pp.3035.

14) ڸ, ͱ , ѱǻȸ, 2000.

15) ѱüȸ, ⡹, 1997. 10. pp.1922.

16) , PCű Ȳ , ϱȹ纸, 1ȣ 1997. pp.1825.

17) ̼, м ̿ ü ͳ , 36ȣ, ѱ۱, 1997, pp.1522.

18) , ͱ /ȸ⿩ ͱ, ⷮ ÷, , 202ȣ(1), pp.7784.

19) Flora, June A.,&Edward W.Mailbach(1990), Cognitive Responseot AIDS Information:The Effects of Issue Involvement and Message Appeal, Communication Research, Vol 17.

20) , ޽ Ư ͱ ȿ , б , 1994, p.48.

21) , ͱ ޽ ȿ , б , 1995, p.59.

22) ȣ , ɰ ұ µ ġ : ߽, , 1999, pp.3557.

23) Baker, C.&Gronne, P, Advertising on The World Wide Web, Copenhagen Business School, 1996.

24) Thomsen, M.D., Advertising for info-Media Law's International Conference, Seoul Proceedings, June 20, 1997.

25) Ducoffe, R.H., Advertising Value and Advertising on the Web, Journal of Advertising Research, 36(5), 1996.

26) ,Ƽ̵ ؿ Ȱ롹, ѱü ȸ, 1997, p45.

27) ̵ο, ͳ Ȩ ޽ м , , 1997, p.87.

28) Briggs, R&Hollis, N.S., Advertising on The Web:Is There Response before Click-Through? Journal of Advertising Research, 1997, 37(2).

29) Roman, N.J., Determinants of Desired Exposureot Interactive Advertising(World Wide Web), University of Texas at Austin, 1996.

30) Bezien-Avery, A., Calder, B.&Iacobucci, D., New Media Interactive Advertisingvs. Baker, C.&P.Gronne, Advertising on the WWW, http://www.pg.dk/pg/advertising/research.htm, 1996.

31) Karson, E.J., Internet Advertising:New Media, New Model?, Florida Atlantc University, 1998.

32) , 츮 ͱ -ͱ ȸͱ 10 ǰ, ѱ۱, 1991. pp.5560.

33) , å, 1991. pp.1119.

34) ѱ۱, ͱ 2000, , 2000, p. 13.

35) μ, å, 1992, p.56.

36) Cacioppo, J.T.&R.E.Petty, The nature of attitudes and cognitive responses and their relationship to behavior, in R.E.Petty, T.M.Ostrom,&T.C.Brock(EDS), Cognitive Response in Persuasion, Hillsdale, NJ:Erlbaum.

37) Cacioppo, J.T.&R.E.Petty, 1992, op. cit.

38) ̿ö, B屸 ޽ ͱ ȿ C, б п , 1992. pp.2029.

39) Haugtvdt, C., R.E.Petty, J.T.Cacioppo&T.Steidley,Personality and ad effentiveness:Explosing the utility of need for cognition, Advance in Consumer Research, Vol 15, pp.7481.

40) Crowley, A.E.&W.D.Hoyer, The relationship between need for cognition and other in dividual difference variables:A two-dimensional framework, Advance on Consumer Resesrch, 1989, Vol 16, pp3743.

41) Inman. J.J., L.McAlister&W.D.Hoyer, Promotion signal:Proxy for a price cut? Journa of Consumer Research, 1990, Vol 17, pp7481.

42) Zhang, Yang, "Responses to humorous advertising:The moderating effect of Need for Cognition, "Journal of Advertising, 1996, Vol 25, pp.1532.

43) McQuire, W.J, Personality and attitude chage:An information processing theory, In A.G.Greenwald, T.C.Brock&T.M.Ostrom(Eds), Psychological foundations of attitudes, New York:Academic Press, pp.171196.

44) Cacioppo.J.T.&R.E.Petty,The nature of attitudes and cognitive responses and
their relationships to behavior. 1997.pp.3132.

45) GOLDBANK http://goldbank.co.kr/research/result/98q/98.htm.

46) Ϻ, 1993.9.2.

47) ¹ . ΰǰ ý  2000.