A Content Analysis of Korean and Egyptian Websites in the Regard of Online Advertising

국문 초록 (Abstract)

이집트 및 한국 웹사이트 홈페이지 100개에 대한 내용분석을 하였다. 코더들은 문화와 기술의 영향에 근거하여 분석 유목에 따라 웹사이트를 분석했다, 그들은 모든 웹사이트에 나타난 온라인 광고 포맷을 분석하였다.
조사 결과 대부분의 웹사이트가 연락처 정보 특히 이메일 주소와 SNS 등 디지털 연락정보를 갖고 있는 것으로 나타났으며, 배너광고는 이 웹사이트에 등장하는 광고 형식 중 가장 일반적인 것으로 나타났으나 한국 웹사이트는 이집트 사이트보다 배너 광고를 더 많이 사용했다. 한국의 웹사이트들은 이집트 웹사이트보다 FAQ나 모바일 앱과 같은 더 편리한 도구를 제공하였다. 신뢰와 안전에 관해서 단기 지향을 가진 이집트 웹사이트들은 온라인 구매나 거래 기능을 제공하지 않았지만, 대부분의 한국 웹사이트들은 그 기능을 가지고 있었다. 이 연구에서 문화와 인터넷 사용 수준이 웹사이트의 특징과 기능에 상당한 영향을 미친다는 것이 나타났다.

다국어 초록 (Multilingual Abstract)

A content analysis of 100 Egyptian and Korean website homepages was conducted. Coders analyzed the websites in terms of specific features were determined according to culture and technology impact. They looked also at online ad formats were featured on all websites.
The study results found that most of the websites posted contact information especially digital contact information like email address and SNS. Banners were found to be the most common ad format featured on the websites but Korean websites used them more than Egyptian websites did. Korean websites provided more convenient tools like FAQ and mobile apps more than Egyptian websites did. According to trust and security issues in short-term oriented society like Egypt, Egyptian websites did not provide the online purchase or deal feature while, most of Korean websites featured it. Findings of the study proved that culture and the Internet usage level had a significant effect on website characteristics and features.

목차 (Table of Contents)

• 1. INTRODUCTION
• 2. BACKGROUND
• 3. METHODOLOGY
• 4. RESULTS
• 5. DISCUSSION
• REFERENCES

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