대학생들의 소셜미디어 이용동기가 소셜미디어 광고 이용의향에 미치는 영향

초록

This study aimed to reveal the relationship between the college students' use motives of social media and their uses of advertisements. For this purpose, uses and gratifications models derived from the mass media literature were applied to find out factors of use motives of social media and their effect on the uses of advertisements. The results were as follows: First, four factors of use motives of social media were found such as social connection, use of contents, search for social network, and pursuit of entertainment. Secondly, three factors of use motives of social media were found such as pursuit of reliable advertisements, relaxation, and personal need. Thirdly, use motives of social media showed significant effect on the 'pursuit of reliable advertisements' factor among use motives of advertisements. Specifically, except social connection, such motives as the use of contents, search for network, pursuit of entertainment showed significant effect on the pursuit of reliable advertisements. Fourthly, use motives of social media advertisement have statistically significant effects on use intention of social media advertisement.

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