[논문]웹툰 PPL에 대한 제품유형과 웹툰 태도의 효과 연구

김소정

doi:10.5392/jkca.2020.20.08.186

[국내논문] 웹툰 PPL에 대한 제품유형과 웹툰 태도의 효과 연구
Effects of Product Type and Webtoon Attitude in Webtoon PPL 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.20 no.8, 2020년, pp.186 - 198

김소정 (경북대학교 신문방송학과)

초록
AI-Helper

본 연구는 제품유형, 웹툰에 대한 태도가 웹툰 PPL에 대한 소비자 반응 - PPL 침입성, PPL에 대한 태도, 브랜드 태도, 구전의도, 구매의도 - 에 어떻게 영향을 미치는지 알아보았다. 또한, PPL 제시유형이 제품유형과 웹툰에 대한 태도와 어떻게 상호작용하는지 살펴보았다. 연구 결과, 실용재보다 쾌락재일 경우, 웹툰 콘텐츠에 대한 태도가 부정적일 때보다 긍정적일 경우 PPL에 대한 소비자 반응이 긍정적이었다. 본 연구 결과는 또한 웹툰에 대한 태도와 PPL 제시유형 간의 상호작용을 보여준다. 웹툰에 긍정적인 독자에게는 크리에이티브 배치가, 웹툰에 부정적인 독자에게는 온셋 배치가 더 효과적인 PPL 제시유형이었다. 이러한 연구 결과를 바탕으로 이론적, 실무적 함의를 제시하고자 한다.

Abstract ▼ AI-Helper

The current study examines how product type and attitudes toward the webtoon - a digital comic that originated in Korea - affect consumer responses to webtoon product placement (PPL). Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention. It further investigates how PPL type interacts with product type and attitudes toward the webtoon on consumer responses to the PPL. The findings from a 2 (product type: functional vs. hedonic) × 2 (attitudes toward the webtoon: negative vs. positive) × 2 (PPL type: creative placement vs. on-set placement) between-subject experimental study suggest the following: consumer responses to PPL in webtoon is more positive when the product is hedonic (vs. functional) and when attitudes toward the webtoon are positive (vs. negative). This study further suggests when subjects felt favorably toward the webtoon, the creative placement produced weaker perceptions of PPL intrusiveness and more favorable attitudes toward the PPL than the on-set placement. On the other hand, when subjects felt negatively toward the webtoon, the on-set placement evoked weaker perceptions of intrusiveness and more favorable attitudes toward the PPL than did the creative placement.

주제어

표/그림 (2)

그림 Figure 1: Attitudes toward the Webtoon x PPL Type on PPL Intrusiveness
그림 Figure 2: Attitudes toward the Webtoon x PPL Type on Attitudes toward the PPL

AI 본문요약
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문제 정의

Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention. It further investigates how PPL type is related to product type and attitudes toward the webtoon in consumer responses to the PPL.
Therefore, the current study examines how product type and attitudes toward the webtoon affect consumer responses to webtoon PPL. Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention.
In this regard, the current study looks at how factors that have been identified as critical to PPL effectiveness work in placement effectiveness in the webtoon context. This study explores the roles of product type and PPL type in the current context. A limited number of studies have examined the effects of these factors in the context of Korean webtoons[4][6][7].
This study is designed to investigate the role of product type, attitudes toward the webtoon, and PPL type in the effectiveness of webtoon PPL, one of the digital advertising practices frequently used in Korea. The results of the study support the argument that product type is a factor that influences consumer responses to webtoon PPL[17].

제안 방법

Second, the study utilized a real webtoon, ‘Yumi’s Cell’, to assess the construct of attitudes toward the webtoon, and further to strengthen the quality of the webtoon as an experimental material.
Then, three most frequently mentioned functional and hedonic product categories were selected as followings respectively: running shoes, earphone, and toothpaste as a functional product, and beer, snack, and coffee as a hedonic one. The second pretest was conducted with a group of 37 undergraduates in the other advertising class of the same university with the first pretest to measure the extent to which product perception is functional or hedonic and the extent to which product involvement is low or high. Based on the result of descriptive analyses, toothpaste was selected as a functional product and beer as a hedonic one.

대상 데이터

In Korea, individuals in their 20s and 30s account for 51 percent of the population who consume mobile webtoon/web novels applications[33]. Given this, data were collected from individuals aged from 20 to 39, who have read at least one webtoon within the past one year through a research company located in Seoul, Korea, using an online panel sample of 357 participants. Then, to ensure that the PPL type was perceived as intended, participants were required to answer to the questions of “was the brand name displayed in the background?” for the creative PPL condition and “did the webtoon character mention the brand name?”.

데이터처리

To check whether the product type was successfully manipulated as intended, independent t-tests were conducted. The findings suggested that beer was perceived as a hedonic product, whereas toothpaste was perceived as a functional product (M_functional =1.

성능/효과

Like any other studies, this study has limitations. First, data were collected from online panels of a research firm, aged 20s to 30s, which are not 100% representative of the population that consumes webtoons in Korea. For future research, broadening samples demographically would be essential to making the study results more generalizable to the population of the study.
The findings suggested that beer was perceived as a hedonic product, whereas toothpaste was perceived as a functional product (Mfunctional =1.87, SD = 0.92; Mhedonic = 3.86, SD = 0.87; t(318) = 19.89, p < 0.001), and the purchase involvement of both products was similarly perceived (p > .05).
The result of another t-test analysis confirmed that the two groups were statistically different in attitudes toward the webtoon (Mnegative = 2.84, SD = 0.42; Mpositive =4.25, SD = 0.47; t(318) = -28.52, p < 0.001).
This study is designed to investigate the role of product type, attitudes toward the webtoon, and PPL type in the effectiveness of webtoon PPL, one of the digital advertising practices frequently used in Korea. The results of the study support the argument that product type is a factor that influences consumer responses to webtoon PPL[17]. The results suggest that when a hedonic product is advertised in a webtoon, consumers are less likely to perceive the PPL as intrusive, and are more likely to have favorable attitudes toward the PPL.
To respond to RQ1 and RQ2, the interaction effects of product type and PPL type, and attitudes toward the webtoon and PPL type were examined. The results revealed that there were no interaction effects between product type and PPL type on the dependent variables, suggesting that the effects of the product type were not dependent upon PPL type. However, the results found significant interactions between attitudes toward the webtoon and PPL type on dependent variables, in particular, the perception of PPL intrusiveness, F(1,311) =5.
The results of the study support the argument that product type is a factor that influences consumer responses to webtoon PPL[17]. The results suggest that when a hedonic product is advertised in a webtoon, consumers are less likely to perceive the PPL as intrusive, and are more likely to have favorable attitudes toward the PPL. Furthermore, consumers are more likely to be willing to purchase the brand and spread the word about the advertised brand.

후속연구

) may not have properly controlled. Future research could use a newly created webtoon only for research so as to increase the internal validity of the study. In addition, this study examined products perceived as being low in product involvement.
Perhaps this happens because this PPL type disturbs the flow of the contents more, giving rise to less favorable attitudes toward the PPL. On the other hand, when it is less appreciated, the on-set placement may not be perceived as being so intrusive and unfavorable; further research is needed, however, to explore why the on-set placement is more effective than the creative placement, when viewers like the contents less. In addition, the results failed to find the interaction effects between product type and PPL type.

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