초록 열기/닫기 버튼
본 연구는 SNS 광고에서 소비자 의사결정과 맥락효과 이론을 바탕으로 SNS 팔로워의 친밀도에 따라 SNS 광고속성, 광고태도와 구매의도에 대한 지각 차이, 그리고 SNS 광고속성이 광고태도와 구매의도에 미치는 영향을 분석하였다. 일반적인 SNS 광고 노출이 된 집단을 대조군(C), 친밀도에 따라 고친밀도군(H), 저친밀도군(L)으로 구분되어 실험연구가 진행되었다. 각 집단별 대조군(C) 139부, 고친밀도군(H) 88부, 저친밀도군(L) 93부 등 총 320부의 자료가 수집되어 일원배치분산분석, 다중집단분석을 통하여 가설들이 검증되었다. 분석 결과, SNS 팔로워의 친밀도에 따라 SNS 광고속성, 광고태도, 그리고 구매의도의 지각 정도가 집단별로 유의한 차이가 나타났다. 다중집단분석 결과, 친밀도에 따라서 SNS 광고속성이 광고태도와 구매의도, 그리고 광고태도가 구매의도에 미치는 영향이 다르게 나타났다. 본 연구 결과는 친밀도에 따라 SNS 광고속성에 지각된 차이가 발생되는 것을 보여주어 친밀도에 따라 효과적인 SNS 광고 전략 계획이 수립되어야 한다는 것을 제시한다.
This study aims to examine differences in perceptions of SNS advertising attributes (information, reliability, entertainment, customization), advertising attitudes, buying intentions, and SNS advertising attributes’ effects on advertising attitudes, buying intentions by SNS followers' intimacy based on theory of consumer decision-making and context effect. The group exposed to the general SNS advertisement was named as the control group (C), and the experimental group exposed to the SNS advertisement, which was an experimental stimulus, was classified into a high intimacy group (H) and a low intimacy group (L) according to intimacy. Data were collected from a total of 320 people, including 139 control (C), 88 high intimacy group (H), and 93 low intimacy group (L) and analyzed using One-way ANOVA with SPSS and Multi-Group Analysis with AMOS program. One-way ANOVA analysis shows that there are significant differences in perceptions of SNS advertising attributes, advertising attitudes, and purchase intention for each SNS follower's intimacy group. The results of multi-group analysis show that the influence of SNS advertising attributes on advertising attitude and purchase intention, and advertising attitude on purchase intention for each intimacy group was different. The results of this study show that perceived differences in SNS advertising attributes occur according to intimacy, suggesting that effective SNS advertising strategy plans should be established according to intimacy.
키워드열기/닫기 버튼
SNS advertising attributions, SNS follower, advertising attitude, purchasing intention, context effect, mediation effect
