지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.4
- 수록면
- 77 - 85 (9page)
- DOI
- 10.31152/JB.2023.04.8.2.77
이용수
초록· 키워드
오류제보하기
The purpose of this study is to derive implications for enhancing the advertising effect of short-form content videos that require short and strong impact beyond the general video level by applying the viewpoint of advertising effect using online, which has been widely used in the past. Therefore, this study aims to confirm the moderating effect of personal disposition in the relationship between the advertising model properties and behavioral intentions of nail short form content, focusing on the research problem that in the case of short form, different results from previous studies on online videos may appear. did The study targeted people in their 20s and 30s of the MZ generation, who are the main consumers of short-form content, who had experience of watching short-form nail content. Advertising model attributes were classified into expertise, similarity, reliability, attractiveness, and visibility factors, and personal propensity was divided into sensation-seeking and novelty-seeking factors.
As a result of the analysis, the behavioral intention increased as the similarity, attractiveness, reliability, and professionalism among the attributes of the short form nail content advertising model increased, and visibility did not have a significant effect. In addition, the opposite moderating effect results of the sensation-seeking tendency and novelty-seeking tendency were confirmed for attractiveness. The positive relationship, in which the higher the attractiveness, the higher the behavioral intention, was weakened in the case of the sense-seeking disposition, and strengthened in the case of the novelty-seeking disposition.
Based on these research results, we discussed the model attributes that should be emphasized in advertisements using nail short form content videos, and the need to identify individual tendencies to further strengthen the effect of attractiveness among advertising model attributes.
As a result of the analysis, the behavioral intention increased as the similarity, attractiveness, reliability, and professionalism among the attributes of the short form nail content advertising model increased, and visibility did not have a significant effect. In addition, the opposite moderating effect results of the sensation-seeking tendency and novelty-seeking tendency were confirmed for attractiveness. The positive relationship, in which the higher the attractiveness, the higher the behavioral intention, was weakened in the case of the sense-seeking disposition, and strengthened in the case of the novelty-seeking disposition.
Based on these research results, we discussed the model attributes that should be emphasized in advertisements using nail short form content videos, and the need to identify individual tendencies to further strengthen the effect of attractiveness among advertising model attributes.
목차
I. Introduction
II. Theoretical Background
III. Establishment of Hypotheses
IV. Research Method
V. Conclusion
Reference
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UCI(KEPA) : I410-ECN-0101-2023-050-001354094