인터넷 개인방송 BJ와 시청자 간의 의사사회적상호작용, 사회적 거리감, 전문성이 PPL 효과에 미치는영향: 설득지식모델을 중심으로

초록

Using the persuasion knowledge model, the study investigated the effects of parasocial interaction, subjective social distance, source expertise on PPL between internet private broadcasting BJ and viewers in case of internet private broadcasting. As one-person contents are soaring amid increased use of smartphones, there has been a gradual increase in advertising and marketing that tap into one-person contents. The need for this study was highlighted by the absence of related studies both at home and abroad. In this study, 7 hypotheses were set. To validate those hypotheses, a survey was performed of university students in their 20s who were considered the most active users of internet private broadcasting. The study found that the perception towards persuasion intention was lower as the viewers considered that the parasocial interaction, subjective social distance, expertise of internet private broadcasting BJ was higher. And these lower perception level of the persuasion knowledge increased the effects of PPL. The findings of the study should be meaningful by suggesting to marketers with regard to direction for effective utilization of internet private broadcasting as there have been few studies investigating the advertising effect of internet private broadcasting.

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