The Effects of User Experience on Facebook Acceptance Behavior and Advertising Acceptance Behavior

사용자 경험이 페이스북 수용행태와 광고 수용행태에 미치는 영향

  • Chang, Sungbok (Display Research Institute, The Incheon Catholic University) ;
  • Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
  • 장성복 (인천가톨릭대학교 디스플레이 연구소) ;
  • 염동섭 (목원대학교 광고홍보언론학과)
  • Received : 2018.01.03
  • Accepted : 2018.03.20
  • Published : 2018.03.28


This study aimed to investigate the effects of user experience on Facebook acceptance behavior and advertising acceptance behavior. For the study, a survey was conducted among 367 male and female college students who use Facebook. In the results, first, functionality, usability, and pleasurable had positive effects on Facebook attitude, usability and pleasurable on flow, and reliability, usability, and pleasurable on the intent for continuous use. Second, functionality had a negative effect on advertising invasiveness while pleasurable had a positive effect on advertising attitude and no significant effect on advertising avoidance. The findings in this study provide basic data that can be used by various companies that use Facebook and advertising on Facebook for developing marketing strategy. In addition, future studies are expected on considering various variables related to user experience.


Facebook;User Experience;Facebook Acceptance Behavior;Advertising Acceptance Behavior;Audience Effect


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