[논문]화장품 광고 모델의 속성이 OTT 시청자에 미치는 영향 연구-중국 소비자를 중심으로

문성; 배승주; 이상호

doi:10.23152/jatc.2022.01.02.037

[국내논문] 화장품 광고 모델의 속성이 OTT 시청자에 미치는 영향 연구-중국 소비자를 중심으로
A Study on the Effect of Cosmetic Advertising Model Attributes on OTT Audience-Focused on Chinese Consumer 원문보기

미래기술융합논문지 = Journal of Advanced Technology Convergence, v.1 no.2, 2022년, pp.37 - 48

문성 (중국 후난과학기술대학교 미디어학과) , 배승주 (경성대학교) , 이상호 (경성대학교 미디어콘텐츠학과)

초록
AI-Helper

본 연구는 광고 모델의 속성이 OTT 이용자의 광고 인지, 구매 의도, 몰입과 중독에 미치는 영향에 대한 중국 소비자 대상의 실증적 연구로 진행되었다. 최근 중국의 화장품 시장이 성장하면서 광고 모델의 역할이 부각되고 있으며 과몰입에 따른 쇼핑 중독 현상이 사회문제화 되고 있다. 연구자들은 광고 모델의 어떠한 특성이 소비자를 구매, 몰입에 이르게 하며, 궁극적으로 중독으로 연결되는지 연구모형을 설정하여 검정하고자 하였다. 연구결과는 다음과 같다. 유명도, 매력도 등의 광고 모델 속성은 시청자의 광고 인지와 태도에 긍정적인 영향을 주며, 시청자의 인지된 유용성은 구매 의도와 몰입에 긍정적인 영향을 주는 것을 확인하였다. 또한 시청자의 구매 의도는 화장품에 대한 중독에 정의 영향을 주었다.

Abstract ▼ AI-Helper

This research is an empirical research of Chinese OTT Audiences on the effects of advertising model attributes on consumers' advertising perception, purchase intention, Flow and addiction. Recently, as the cosmetics market in China has grown, the role of advertising models has been highlighted, and shopping addiction caused by excessive Flow is becoming a social problem. Researchers set up a research model and tried to test which characteristics of the advertising model lead consumers to purchase, Flow and ultimately lead to addiction. Results are as follows. It was confirmed that advertisement model attributes such as recognition and attractiveness had a positive effect on viewers' advertising perception and attitude, and viewers' perceived usefulness had a positive effect on purchase intention and Flow. In addition, the purchase intention of the viewers had a positive effect on the addiction to cosmetics.

Keyword

표/그림 (4)

표 Table 1. Measurement variable
그림 Fig. 1. Research Model and Hypothesis
표 Table 2. Reliability and Validity Analysis Results
표 Table 3. Model Results for AMOS Estimates

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