광고 특성 요인이 넷플릭스 광고태도와 광고요금제 구독의도에 미치는 영향 연구: 광고 추천 알고리즘의 조절효과를 중심으로

초록

This study examined the effects of advertising characteristics on Netflix advertising attitudes and advertising-based subscription intentions, as well as the moderating effect of Netflix’s advertising recommendation Algorithm perception. The results of the study showed that, first, entertainment and personalized customization of Netflix advertising had a positive effect on advertising attitudes, while irritation had a negative effect on advertising attitudes. Second, advertising attitude had a significant positive effect on Netflix’s advertising-based subscription intentions. Finally, entertainment and personalized customization perception of advertising showed a significant moderating effect of Netflix’s advertising recommendation Algorithm perception on the relationship between advertising attitudes. The results of this study are expected to provide useful practical implications for OTT(over-the-top) operators and advertising industry practitioners and subscriber in the future.

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