디지털융복합연구 (Journal of Digital Convergence)

  • 제17권2호
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  • Pages.81-89
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  • 2019
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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페이스북 광고의 구성요인이 구전의도에 미치는 인과모형: 광고 적절성인식 매개효과

A causal model of the influence of the constituents of Facebook advertisement on the WOM intension: Ad fitness mediation effect

  • 유승엽 (남서울대학교 광고홍보학과)
  • Yu, Seung-Yeob (Dept. of Advertising and Public Relations, Namseoul University)
  • 투고 : 2018.11.16
  • 심사 : 2019.02.20
  • 발행 : 2019.02.28
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초록

본 연구는 페이스북 광고의 구성요인이 광고적절성 인식과 구전의도에 미치는 영향을 알아보았다. 부가적으로 광고 적절성 인식의 매개효과를 확인하였다. 이를 위해 페이스북 사용자를 대상으로 371개 자료를 수집하였다. 연구방법은 요인 분석과 공변량구조분석을 활용하였다. 연구결과 첫째, 페이스북 광고의 광고흥미성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 둘째, 페이스북 광고의 맞춤정보성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 셋째, 주변인반응성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 넷째, 페이스북 광고적절성 인식은 구전 의도에 유의미한 영향을 미쳤다. 따라서 광고흥미성과 맞춤정보성 및 주변인반응성 속성은 완전매개효과를 나타냈다. 이러한 연구결과는 소비자들에게 페이스북 광고로서 정체감이 있는 광고와 효과적인 광고를 제작할 때 고려해야할 속성이 무엇인가에 대한 자료를 제공할 것이다.

The purpose of this paper was to investigated the effect of the constituents of Facebook advertisement on ad fitness recognition and WOM intension. In addition, we confirmed the mediating effect of ad fitness recognition. For this purpose, data were collected for Facebook 371 users. The research method used factor analysis and covariance structure analysis. The results of this study were as follows: First, the advertising interest characteristics of Facebook ads had a significant effect on ad fitness and word-of-mouth intension. Second, personalized fit informational attributes of Facebook ads had a significant effect on ad fitness and WOM intension. Third, the perceived responsiveness had a significant effect on perceived fitness of advertisement and WOM intention. Fourth, perceived fitness recognition of Facebook advertisement had a significant effect on WOM intension. The results of this study provide consumers with information on what to consider when creating an identity advertisement and effective advertisement as Facebook advertisement.

키워드

DJTJBT_2019_v17n2_81_f0001.png 이미지

Fig. 1. Research model

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Fig. 2. Finalized model

Table 1. Research model vs Revised model

DJTJBT_2019_v17n2_81_t0001.png 이미지

Table 2. Results of hypothesis tests

DJTJBT_2019_v17n2_81_t0002.png 이미지

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