인터넷 동영상 인게이지먼트가 인스트림 광고회피에 미치는 영향: 콘텐츠 유형에 따른 효과차이를 중심으로 (The Effect of Internet Video Ingement on the In-stream Advertising Hedge: Focused on the Adjustment Effect of Content Types)

서지정보

· 발행기관 : 한국고객만족경영학회
· 수록지 정보 : 고객만족경영연구 / 21권 / 4호 / 23 ~ 47페이지
· 저자명 : 정원식, 윤성준, 담약용

초록

본 연구는 중국 인터넷 동영상 이용자들을 대상으로 인터넷 동영상에 선제적으로 등장하는 인스트림 광고에 대한 태도 및 인스트림 광고회피에 미치는 영향에 대해 조사할 목적을 가진다. 또한 콘텐츠 유형에 따른 인터넷 동영상 인게이지먼트와 인스트림 광고태도 및 광고회피의 관계에 있어서의 효과차이를 규명하였다.
연구결과에 따르면 인스트림 광고태도는 인스트림 광고회피에 유의한 부(-)의 영향을 미치는 것으로 나타났다. 또한 인스트림 광고태도는 건너뛸 수 없는 광고와 건너뛸 수 있는 광고는 인스트림 광고회피 정도에 있어서 차이가 있는 것을 확인하였다. 그리고 인터넷 동영상 인게이지먼트가 광고회피에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 인터넷 동영상 인게이지먼트가 인스트림 광고회피에 미치는 영향은 콘텐츠 유형에 따라 달라진다는 것을 확인하였다.

영어초록

The purpose of this study is to investigate Chinese Internet video users about their attitudes toward and their impact on in-stream advertising in Internet video. In addition, the effect difference between the Internet video interface and the in-stream advertising attitude and ad-hiding was identified depending on the type of content. According to the research, Hypothesis 1 defines how the degree of Internet video information in which users use Internet video affects the attitude of the in-stream advertisement in that Internet video. The analysis results showed that the p value was .133 and the variable was not significant at the significant level.
Hypothesis 2's in-stream advertising attitude has a significant effect on an in-stream advertising hedge. The results showed that the in-stream advertising attitude has a significant negative (-) effect on the in-stream advertising hedging. In cases where users have a good attitude toward in-stream advertising from Internet video clips, less ad-hiding behavior has occurred for in-stream advertising has occurred. Therefore, Hypothesis 2 was adopted.
Hypothesis 2a confirmed that the degree of in-stream advertising to skip from the in-stream advertising attitude to the extent of the in-stream ad-happiness is different from those to the extent of which the in-stream advertising And we found that in the case of in-stream ads that could skip over in-stream ads that could not be skipped, there were more actions of in-stream ad hedging. Thus, Hypothesis 2a was adopted.
Whether the Internet video of Hypothesis 3 has a significant effect on an in-stream advertising hedge has been identified. The results showed that Internet video content has a significant positive effect on ad hedging. It is said that when the user has a higher level of interest in the Internet video, he or she is more likely to avoid the in-stream ads from the video. Therefore, Hypothesis 3 was adopted.
Hypothesis 4 validated the medium effect of the in-stream advertising attitude in the relationship between the internet video audience and the in-stream advertising hedging. As a result of the Sobel test, the mediating effect of the in-stream advertising attitude in the relationship between the Internet video audience and the in-stream advertising hedge was 4.7473, which was greater than 1.96, showing statistically significant results under the significant level of 0.05 . Therefore, Hypothesis 4 was adopted. Hypothesis 5 identified how Internet video aggregations for seven types of movies, genre drawings, news, education, physical education, dramas, and other types of content affect the attitude of the in-stream advertising. As a result, there is only one significant variable in physical education and cannot be compared between variables. Internet video content for six types of content, including movies, genre drawings, news, education, drama, and other types of content, did not have a significant impact on the mainstream advertising attitude.
Hypothesis 6 identified how Internet video aggregations for seven types of movies, genre drawings, news, education, physical education, dramas and other types of content affect in-stream ad-happiness The results showed that the variables for the final four types of content were not significant. And three variables - movie, physical education and drama - were found to have had a significant impact. Looking at the order of influence, it appeared in the order of physical education, drama, and film. In other words, it was confirmed that the impact of Internet video content on an in-stream ad hedging will vary depending on the type of content. And among the types of content, Internet video on physical education has a greater impact on the in-stream ad-happiness. Thus, Hypothesis 5 was adopted.

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