소셜미디어 틱톡의 특성이 광고효과에 미치는 영향 : 매체태도와 지각된 침입성의 조절변인을 중심으로

초록

In this study, focusing on TikTok, a representative short video platform, the characteristics of social media were set into four characteristics: personalization, interactivity, friendliness, and ease, and the effect on advertising effect. In addition, the moderating effect of invasiveness was also verified in the relationship between advertising characteristics and effects. For the verification of this study, a survey was conducted with 167 Koreans those who have used TikTok. As a result of the study, First, easy to use and friendliness, and ease, had a statistically significant effect on media attitude. Second, it was found that the media attitude had a significant effect on the advertising attitude. Third, it was found that the advertising attitude had a significant effect on sharing intention and purchase intention. Fourth, it was found that perceived invasiveness did not have a significant effect on advertising attitude.

키워드