네이티브 광고의 자극요인이 이용자의 광고신뢰 및 미디어 신뢰에 미치는 영향에 관한 연구

A Study on the Influence of Stimuli of Native Advertisement on Advertisement Trust and Media Trust

발행

2019

소속·발행

경희대

출처

국내 KCI

DOI

10.37272/JIECR.2019.02.19.1.187

원문등록

2019-03-04

원문

원문 보기 ↗

키워드

Native Advertising, Content Quality, Media Quality, Arousal, Advertising trust, Website Reputation, Advertising Effectiveness, Native Advertising, Content Quality, Media Quality, Arousal, Advertising trust, Website Reputation, Advertising Effectiveness

초록

With the development of information technology and social media, a new era has arrived.
 Native advertising of social media, which is the advertisement that is similar to contents of the media and reduces users rejection with advertisement, has been developing. So most of advertisers and marketing teams prefer using native advertising. But there has been questions whether native advertising has positive effects on advertising performance or not.
 The purpose of this study is to measure the effect of advertising and website reputation on native advertising of social media by examining the quality of advertising based on positive response factors and negative response factors(which are divided into contents quality and media quality, respectively), focusing on the arousal of native advertising, and understanding how arousal affect the attitudes.
 The study shows that negative response factors have more influences than positive response factors on arousal of native advertising, trust of native advertisement and social media. Especially, contents confusion on native advertising is the most influential factor of arousal on native ads. This results in disapporoval on nativ