OTT 서비스 플랫폼의 콘텐츠 태도가 광고회피에 미치는 영향 연구* : 지각된 침입성의 조절효과를 중심으로

초록

In this study, we tried to determine how the introduction of the advertising fee system of the OTT service platform affects advertising attitude and advertising avoidance. To this end, we identified how content attitude and intrusion affect advertising attitude and advertising avoidance for original content of the OTT service platform. In addition, the moderating effect of intrusion in the relationship between content attitude and advertising avoidance was verified together. As a result of the study, content attitude and intrusion affect advertising attitude, and content attitude, intrusion, and advertising attitude affect advertising avoidance. Second, it was found that intrusion had a moderating effect on the influence relationship between content attitude and cognitive advertising avoidance. Third, it was found that the moderating effect of intrusion was not significant in the relationship between content attitude and behavioral advertising avoidance.

키워드