SNS 동영상형 네이티브광고에 대한 광고 혹은 정보 구분의 모호성이 설득효과에 미치는 영향에 관한 연구: 설득지식 활성화 수준의 매개효과를 중심으로

초록

The purpose of this study is to examine the structural equation model of information processing of SNS video native advertising, which hypothesized that whether SNS video native ad is perceived advertising or information contents influenced clicking attitude toward the ad via activation level of persuasion knowledge. A survey of 350 SNS users was conducted to gather data needed to test the hypothesized model. The results of structural equation model analysis showed that whether SNS video native ad was perceived advertising or information contents had indirect effects on the attitude toward ad via the activation level of persuasion knowledge. It is concluded that SNS users’ activation level of persuasive knowledge played a intermediating role between whether SNS video native ad is perceived advertising or information contents and the attitude toward ad. Therefore, it is highly recommended to develop message to lower the activation level of persuasion knowledge by reinforcing information contents in video native advertising.

키워드