광고소구, 관여도, 설득지식에 따른 동영상 네이티브 광고 효과

초록

This study is designed to examine the effects of video-type native advertising according to the advertising appeal, involvement, persuasion knowledge. Thus, the objective of this study is to investigate the extent of users’ active role in video-type native advertising by applying a persuasion knowledge model. Moreover, this study attempts to examine the impact of advertising appeal and involvement, which are important factors of traditional advertisement, on native advertising. The results of this study are as follows, First, information-type showed higher advertising effects (intention for purchase) than entertainment-type in terms of advertising appeal. Besides, native advertising had higher advertising effects in terms of involvement (brand attitude and intention for purchase) in case of low-involvement product than high-involvement product. Second, a significant interactive effect was not observed between advertising appeal and involvement. Third, advertising effects were more positive with lower persuasion knowledge in both cases of article-type native advertising and video-type native advertising. Implications of study findings are provided that advertising effects can be high when native advertising is mainly composed of information-type contents rather than entertainment-type contents. Besides, advertising effects are higher in case of a low-involvement product than a high-involvement product.

키워드