학술논문
1인 미디어 브랜디드 콘텐츠가 소비 태도에 미치는 영향에 대한 연구 : 중·한 비교를 중심으로 / A Study on the influence of Personal Media Branded Contents on Consumption Attitude
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
정보 통신 기술이 발전하면서 기존 의사소통이 단방향인 전통적 미디어와 달리 수용자와 상호작용이 가능한 디지털 미디어가 많이 출시되었다. 인터넷 기반 건설 및 스마트 기기 보급이 급속히 되면서 UCC에서 발전해 온 1인 미디어가 기술 환경 변화에 알맞게 시장을 선점한다. 1인 미디어는 시청자와의 소통과 친근함을 통하여 높은 인기와 영향력을 얻으며 1인 미디어를 마케팅 수단으로 활용하는 시도가 종종 보인다. 한편, 정보 홍수 시대 소비자가 광고물에 대한 거부감이 커지며 인터넷 매체 콘텐츠에 대한 통제력과 선택권이 높은 만큼 광고를 회피하는 경향이 심한 실정인데 이러한 문제를 보완하기 위해 소비자가 광고물에 대한 인지 수준을 낮추게 해준 브랜디드 콘텐츠가 많은 주목 받고 있다. 브랜드 정보와 콘텐츠의 결합으로 수용자가 콘텐츠를 즐기면서 광고 메시지에 자연스럽게 노출되고 습득된 장점이 있다. 따라서 본 연구에서는 1인 미디어 브랜디드 콘텐츠의 특성들이 소비자가 콘텐츠를 시청 후 나타나는 소비 태도에 어떠한 영향을 미치는지에 주목하였다. 인지-태도-행위를 설명한 합리적 행동 이론에 기초를 두어 연구 모형을 설립하고 설문 조사를 통하여 실증적 연구를 했다. 연구 결과, 중국 응답자에 있어 콘텐츠 특성이 유일하게 소비 태도에 정(+)의 영향을 미치며 1인 미디어 특성과 크리에이터 특성은 소비 태도에 유의미한 영향을 미치지 못한다. 한국에 있어 1인 미디어 특성, 크리에이터 특성과 콘텐츠 특성 모두 소비 태도에 정(+)의 영향을 미친다. 본 연구는 광고주와 MCN기업, 또는 1인 미디어 크리에이터에게 1인 미디어 브랜디드 콘텐츠의 구성 및 제작 전략을 제시하는 데에 의미가 있다. 또는 한국과 중국 양국 간의 문화 교류와 무역 거래가 활발히 이루어지는 오늘날 한중 소비자 차이를 활용한 차별화된 접근법을 미래 시장 진출 시 마케팅을 위한 기초자료로 활용 가능할 것으로 기대된다.
As information and communication technology developed, various digital media appeared. Unlike traditional media, in which communication is unidirectional, the main feature of digital media is that the users can interact with each other. As the spread of Internet infrastructure and the spread of smart devices is rapidly accelerating, personal media, which is developed from UCC(User Created Contents), predominates the market by rapid adaption to the technological environment changes. There are many attempts to utilize personal media as a marketing tool because they gain popularity and influence through communication and friendliness with viewers. Meanwhile, in the information flood era, consumers are increasingly rejecting advertisements, and tend to avoid advertisements because they have the ability to control and choose from Internet media contents. In order to overcome these problems, the branded contents, which is able to help consumers reduce their awareness of advertisements, has been receiving much attention. The combination of brand information and content has the advantage that the viewers are naturally exposed to advertising messages while enjoying content.Therefore, in this study, we paid attention to how the characteristics of personal media branded contents affect on consumers' consumption attitude after watching contents. A research model was established based on the rational action theory that explained the relationship between cognition-attitude-behavior, and empirical studies were conducted through questionnaires. The results of this study show that as for Chinese consumers, the characteristics of content uniquely have a positive effect on the attitude of consumption, and the medium characteristics of personal media and the characteristics of the creator have no significant effect on consumption attitude. As for Korean consumers, the medium characteristics of personal media, the characteristics of the creator and the characteristics of content all have a positive effect on consumption attitude.This study is meaningful for presenting the composition and production strategy of one personal media branded contents to advertisers, MCN company, and personal creators. It is expected that the differentiated approaches which utilize differences between Korean and Chinese consumer could be used as the basic data for marketing in the future, since cultural exchanges and trade transactions between Korea and China are active.
As information and communication technology developed, various digital media appeared. Unlike traditional media, in which communication is unidirectional, the main feature of digital media is that the users can interact with each other. As the spread of Internet infrastructure and the spread of smart devices is rapidly accelerating, personal media, which is developed from UCC(User Created Contents), predominates the market by rapid adaption to the technological environment changes. There are many attempts to utilize personal media as a marketing tool because they gain popularity and influence through communication and friendliness with viewers. Meanwhile, in the information flood era, consumers are increasingly rejecting advertisements, and tend to avoid advertisements because they have the ability to control and choose from Internet media contents. In order to overcome these problems, the branded contents, which is able to help consumers reduce their awareness of advertisements, has been receiving much attention. The combination of brand information and content has the advantage that the viewers are naturally exposed to advertising messages while enjoying content.Therefore, in this study, we paid attention to how the characteristics of personal media branded contents affect on consumers' consumption attitude after watching contents. A research model was established based on the rational action theory that explained the relationship between cognition-attitude-behavior, and empirical studies were conducted through questionnaires. The results of this study show that as for Chinese consumers, the characteristics of content uniquely have a positive effect on the attitude of consumption, and the medium characteristics of personal media and the characteristics of the creator have no significant effect on consumption attitude. As for Korean consumers, the medium characteristics of personal media, the characteristics of the creator and the characteristics of content all have a positive effect on consumption attitude.This study is meaningful for presenting the composition and production strategy of one personal media branded contents to advertisers, MCN company, and personal creators. It is expected that the differentiated approaches which utilize differences between Korean and Chinese consumer could be used as the basic data for marketing in the future, since cultural exchanges and trade transactions between Korea and China are active.