• Journal of Advanced Technology Convergence
• /
• v.1 no.2
• /
• pp.37-48
• /
• 2022

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.