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Social Network Service (SNS) Content Advertising Attributes Impact on Advertising Attitudes and Behavior -Focusing on SNS Beauty Service Users-
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SNS(Social Network Service) 콘텐츠 광고속성이 광고태도 및 행동의도에 미치는 영향 -SNS 뷰티서비스 이용자를 중심으로-

논문 기본 정보

Type
Academic journal
Author
Park, Ha Eun (서경대학교) Kim, Sung Nam (서경대학교)
Journal
The Korean Society Of Design Culture JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE Vol.26 No.4 KCI Accredited Journals
Published
2020.12
Pages
241 - 253 (13page)
DOI
10.18208/ksdc.2020.26.4.241

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Social Network Service (SNS) Content Advertising Attributes Impact on Advertising Attitudes and Behavior -Focusing on SNS Beauty Service Users-
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Research history (2)

2021

(The) Effect of Prometric Advertising Characteristics on Consumers'' Advertising Attitudes and Behavior by SNS Media
박하은 미용예술학과 2021.01 Thesis

2020

Social Network Service (SNS) Content Advertising Attributes Impact on Advertising Attitudes and Behavior -Focusing on SNS Beauty Service Users-
Pa ,  k ,  Ha Eun JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE 2020.12 Academic journal
  • Are you curious about the follow-up research of this article?
  • You can check more advanced research results through related academic papers or academic presentations.
  • Check the research history of this article

Abstract· Keywords

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In this study, we wanted to analyze how SNS highnitive and emotional) and behavior (previously, purchasing intention) about beauty services and products.
With the development of information and communication technology, social networking services (SNS), which are constantly growing, are seem to be in the number of users around the world. Also, along with the growth of SNS, the SNS advertising market in the beauty service is growing into various types.
Social Network Service (SNS) is having a significant impact on the formation of consumer satisfaction and willingness to purchase as it provides quick information delivery and facilitates the lowest cost in various fields.
Based on the point at which advertising content on social networking services (SNS) is used as an important tool for communication and as a means of providing information on services and products, the research begins with the recognition that there is a need to find out what the buying patterns are in the process before and after consumers decide their intention to purchase mobile SNS shopping, and to produce more active and efficient advertisements.
The characteristics of the research sample were conducted on online survey of users in their 10s and 50s who could use SNS. After distributing the questionnaire to a total of 500 people, a total of 300 copies were used for the final analysis by categorizing those who had purchased beauty services and beauty products. The collected data were given to a path analysis to analyze the SPSS 18.0 statistical package program and AMOS 18.0 to confirm the factors and to analyze the suitability of the research model.
The implications derived from the results of the study are as follows:
First, information, playfulness and reliability among SNS advertising attributes have positive effects on cognitive responses, and interference has been shown to have negative (-) effects on cognitive responses.
Second, the relationship between SNS advertising attributes and emotional responses showed positive influence only on playfulness and reliability, and information and interference had negative effects on emotional responses.
Third, a positive (+) influence relationship was also shown in all the sub-factors of advertising attitudes and behavior.
With the above research results, we would like to investigate and analyze the effects of advertising attributes in the face of the ever-expanding SNS advertising market and suggest the importance of strategic operation thr speed affects consumers’ advertising attitudes (cogough more efficient SNS advertising.
#Social Network Service(소셜네트워크서비스) #SNS Dvertising Attribute(SNS광고속성) #Advertising Attitude(광고태도) #Behavior Intention(행동의도)

Contents

Abstract
국문초록
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법 및 절차
Ⅳ. 연구결과 및 고찰
Ⅴ. 결론 및 제언
Reference

References (12)

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강성길 / 2017 / 모바일 쇼핑몰의 SNS 광고 속성에 따른 광고효과에 관한 연구 google schola 가정붕 / 2016 / SNS특성에 의한 신제품의 소비자 혁신저항이 구매의도 및 구전의도에 미치는 영향 google schola 문정환 / 2020 / 대학생의 SNS 이용동기, SNS 과다사용, 삶의 만족도 연구 google schola 박주영 / 2019 / 주얼리 제품에 대한 SNS 소비가치와 광고속성이 소비자태도 및 구매의도에 미치는 영향 google schola 범청 / 2020 / SNS 특성이 중국 화장품 소비자의 인지도와 구매의도에 미치는 영향 google schola

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