청소년의 페이스북과 틱톡의 이용동기에 따른 광고태도와 광고수용의도, 공유의도에 관한 연구

초록

In this study, social media motivation factors of adolescents were identified, and social media motivation factors were extracted as 'social interaction', 'self-identity', 'time-consuming', and 'entertainment information'. In addition, the purpose of this study was to confirm the effect of these motivational factors on Facebook and TikTok's advertising attitude, advertising acceptance intention, and sharing intention, respectively. In addition, the mediating effect of social media familiarity was also verified in the influence relationship between advertising attitude and advertising acceptance intention. As a result of the study, it was found that the 'self-identity' factor influences advertising attitudes of TikTok users. Facebook users found that 'social interaction' and 'entertainment information' influence advertising attitudes, and 'entertainment information' was found to have a higher influence than 'social interaction'. Second, it was found that advertising attitude had an effect on advertising acceptance intention. Third, it was found that advertising attitude had an effect on sharing intention. Fourth, it was found that advertisement acceptance intention had an effect on sharing intention. Finaly it was found that social media familiarity did not have a mediating effect between advertising attitude and advertising acceptance intention.

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