Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Effect of the Characteristics of Branded Contents on Consumers: Focused on User Satisfaction, Sharing Intention, and Intention for Continuous Use

브랜디드 콘텐츠 특성이 수용자 효과에 미치는 영향: 이용만족, 공유의도, 지속적 이용의도를 중심으로

  • Lim, You Myung (School of Advertising & Public Relations, The Hongik University) ;
  • Oh, Young Sun (School of Advertising & Public Relations, The Hongik University) ;
  • Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
  • 임유명 (홍익대학교 대학원 광고홍보학과) ;
  • 오영선 (홍익대학교 대학원 광고홍보학과) ;
  • 염동섭 (목원대학교 광고홍보언론학과)
  • Received : 2019.03.16
  • Accepted : 2019.06.20
  • Published : 2019.06.28
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Abstract

This study was conducted to examine the effect of the characteristics of branded contents on consumers. To attain the purpose of the study, we carried out a survey with 286 male and female undergraduates and collected data for analysis. The findings demonstrated the followings: First, the satisfaction of using branded contents is positively affected by entertaining, empathy, creativity, and indirectness. Second, the intention to share branded contents and the intention for continuous use of them are positively affected by entertaining only. In conclusion, this study confirmed that only informativeness, which is one of 5 characteristics of branded contents, does not have any effect on the consumer. This result provides useful empirical data for developing high-quality contents that meet user's needs and convenience, helping understand user's behavior toward branded contents and also serves as the basic data on which related researches can expand.

본 연구는 브랜디드 콘텐츠에 대한 특성이 수용자 효과에 미치는 영향을 알아보기 위해 남, 여 대학생 286명의 설문조사 데이터를 바탕으로 진행되었다. 연구결과 첫째, 브랜디드 콘텐츠 이용만족에는 오락성, 공감성, 창의성, 간접성이 정(+)의 영향을 미치는 것으로 확인되었다. 둘째, 브랜디드 콘텐츠의 공유의도와 지속적 이용의도에는 오락성만이 정(+)의 영향을 미치는 것으로 확인되었다. 결론적으로 브랜디드 콘텐츠 특성 5가지 중 정보성 요인은 이용만족, 공유의도, 지속적 이용의도와 같은 수용자 효과에 어떠한 영향도 미치지 않고 있음을 확인하였다. 이러한 연구결과는 브랜디드 콘텐츠에 대한 이용자들의 행태를 이해함으로써 이용자들의 욕구에 부합하고 편의에 맞는 양질의 콘텐츠 개발을 위한 유용한 실증적 자료를 제공하고, 관련 연구의 확장에 기초자료를 제공할 수 있을 것으로 기대한다.

Keywords

Table 1. The results of exploratory factor analysis

DJTJBT_2019_v17n6_59_t0001.png 이미지

Table 2. Effect of Branded Contents Characteristics on the User Satisfaction

DJTJBT_2019_v17n6_59_t0002.png 이미지

Table 3. Effect of Branded Contents Characteristics on the Sharing Intention

DJTJBT_2019_v17n6_59_t0003.png 이미지

Table 4. Effect of Branded Contents Characteristics on the Continuous Use Intention

DJTJBT_2019_v17n6_59_t0004.png 이미지

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