DOI QR코드

DOI QR Code

A Study on the Effect of the Characteristics of Branded Contents on Consumers: Focused on User Satisfaction, Sharing Intention, and Intention for Continuous Use

브랜디드 콘텐츠 특성이 수용자 효과에 미치는 영향: 이용만족, 공유의도, 지속적 이용의도를 중심으로

  • Lim, You Myung (School of Advertising & Public Relations, The Hongik University) ;
  • Oh, Young Sun (School of Advertising & Public Relations, The Hongik University) ;
  • Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
  • 임유명 (홍익대학교 대학원 광고홍보학과) ;
  • 오영선 (홍익대학교 대학원 광고홍보학과) ;
  • 염동섭 (목원대학교 광고홍보언론학과)
  • Received : 2019.03.16
  • Accepted : 2019.06.20
  • Published : 2019.06.28

Abstract

This study was conducted to examine the effect of the characteristics of branded contents on consumers. To attain the purpose of the study, we carried out a survey with 286 male and female undergraduates and collected data for analysis. The findings demonstrated the followings: First, the satisfaction of using branded contents is positively affected by entertaining, empathy, creativity, and indirectness. Second, the intention to share branded contents and the intention for continuous use of them are positively affected by entertaining only. In conclusion, this study confirmed that only informativeness, which is one of 5 characteristics of branded contents, does not have any effect on the consumer. This result provides useful empirical data for developing high-quality contents that meet user's needs and convenience, helping understand user's behavior toward branded contents and also serves as the basic data on which related researches can expand.

본 연구는 브랜디드 콘텐츠에 대한 특성이 수용자 효과에 미치는 영향을 알아보기 위해 남, 여 대학생 286명의 설문조사 데이터를 바탕으로 진행되었다. 연구결과 첫째, 브랜디드 콘텐츠 이용만족에는 오락성, 공감성, 창의성, 간접성이 정(+)의 영향을 미치는 것으로 확인되었다. 둘째, 브랜디드 콘텐츠의 공유의도와 지속적 이용의도에는 오락성만이 정(+)의 영향을 미치는 것으로 확인되었다. 결론적으로 브랜디드 콘텐츠 특성 5가지 중 정보성 요인은 이용만족, 공유의도, 지속적 이용의도와 같은 수용자 효과에 어떠한 영향도 미치지 않고 있음을 확인하였다. 이러한 연구결과는 브랜디드 콘텐츠에 대한 이용자들의 행태를 이해함으로써 이용자들의 욕구에 부합하고 편의에 맞는 양질의 콘텐츠 개발을 위한 유용한 실증적 자료를 제공하고, 관련 연구의 확장에 기초자료를 제공할 수 있을 것으로 기대한다.

Keywords

Table 1. The results of exploratory factor analysis

DJTJBT_2019_v17n6_59_t0001.png 이미지

Table 2. Effect of Branded Contents Characteristics on the User Satisfaction

DJTJBT_2019_v17n6_59_t0002.png 이미지

Table 3. Effect of Branded Contents Characteristics on the Sharing Intention

DJTJBT_2019_v17n6_59_t0003.png 이미지

Table 4. Effect of Branded Contents Characteristics on the Continuous Use Intention

DJTJBT_2019_v17n6_59_t0004.png 이미지

References

  1. Y. C. Jung. (2017). Possibility of competing smart phones, TV media. KISDISTAT Report, 17(1).
  2. Cheilblog News. (2018. 2. 26.).http://blog.cheil.com/29763.
  3. H. J. An. (2015. 12. 23.). ZDNet Korea News. http://www.zdnet.co.kr/view/?no=20151223154129&re=R_20160106145534.
  4. KISA (2017). 2016 Online Advertising Industry Trend Research and Analysis.
  5. J. Y. Na, Y. I. Park & H. B. Kim. (2016). A Case study of "Branded Contents" applied Gamification concepts. Jouranl of Korea Game Society, 16(5), 45-56.
  6. I. G. Shin. (2014). New Direction of Marketing Communication Branded Contents. Korea Marketing Institute, Marketing, 48(5), 39-41.
  7. Y. S. Oh, Y. M. Lim., & D. S. Youm. (2018). An Exploratory Study on the Characteristics of Branded Contents. Korean Journal of Consumer and Advertising Psychology, 19(4), 703-720. https://doi.org/10.21074/kjlcap.2018.19.4.703
  8. J. Y. Na., Y. I. Park., & H. B. Kim. (2016). A Case study of "Branded Contents" applied Gamification concepts. Journal of Korea Game Society, 16(5), 45-56. https://doi.org/10.7583/JKGS.2016.16.5.45
  9. J. J. Kim. (2006). Branding's powerful weapon, Branded Entertainment: changes the paradigm of advertising. KOBACO, Advertising Information, 300, 72-75.
  10. W. H. Kim. (2016). Branded Contents. Paju-si, Gyeonggi-do: Nanam.
  11. J. Y. Jung. (2006). Nike relative Nintendo. Seoul: Magellan.
  12. Y. T. Kim. (2014). How to advertise while making money - Branded Contents. Korea Marketing Institute, Marketing, 48(7), 24-31.
  13. E. Katz. (1959). Mass communications research and the study of popular culture: An editorial note on a possible future for this journal. Departmental Papers (ASC), 165.
  14. E. Katz, H. Haas & M. Gurevitch, (1973). On the use of the mass media for important things. American Sociological Review, 38, 164-181. https://doi.org/10.2307/2094393
  15. A. Bhattacherjee. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
  16. Z. Papacharissi & A. M. Rubin. (2000). Predictors of Internet use. Journal of Broadcasting & Electronic Media, 44(2), 175-196. https://doi.org/10.1207/s15506878jobem4402_2
  17. R. L. Oliver. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48.
  18. S. A. Kim. (2006). A Study on Customer Satisfaction Framework for Public Library Services. Journal of Korean Library and Information Science Society, 37(3), 193-208.
  19. B. L. Bayus. (1985). Word of mouth-the indirect effects of marketing efforts. Journal of advertising research, 25(3), 31-39.
  20. Y. Yang & M. J. Cho. (2000). Effect of Word-of-Mouth Communication on Consumer's Attitude Change. The Korean Journal of Advertising, 11(3), 7-34.
  21. D. Godes & D. Mayzlin. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560. https://doi.org/10.1287/mksc.1040.0071
  22. G. Kim. (2013). A Study on the Intention and Behavior of Sharing Information in Online World: Focusing on Moderating Effect of Information Importance. Informatization Policy, 20(1), 22-41.
  23. T. M. Yang & T. A. Maxwell. (2011). Information-sharing in public organizations: A literature review of interpersonal, intra-organizational and inter-organizational success factors. Government Information Quarterly, 28(2), 164-175. https://doi.org/10.1016/j.giq.2010.06.008
  24. C. C. Marshall & S. Bly. (2004, June). Sharing encountered information: digital libraries get a social life. In Proceedings of the 4th ACM/IEEE-CS joint conference on Digital libraries (pp. 218-227). ACM.
  25. K. Y. Lee. (2012). Effectiveness of Facebook Advertising : With Emphasis on the Effectiveness of Display Ads and "Like" Message. Journal of Media Economics & Culture, 10(4), 39-84.
  26. J. S. Wais & E. K. Clemons. (2008). Understanding and implementing mobile social advertising. International Journal of Mobile Marketing, 3(1), 12-18.
  27. F. D. Reynolds, W. R. Darden & W. S. Martin. (1974). Developing an Image of the Store-Loyal Customer. Journal of Retailing, 50(4), 73-84.
  28. A. S. Dick & K. Basu (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  29. K. S. Sohn. (2012). An Empirical Study of Factors Influencing Intention to Use Smartphone Applications. Korea Academy Industrial Cooperation Society, 13(2), 628-635. https://doi.org/10.5762/KAIS.2012.13.2.628
  30. V. A. Zeithaml, L. L. Berry & A. Parasuraman. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46. https://doi.org/10.2307/1251886
  31. E. Garbarino & M. S. Johnson. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63, 70-87. https://doi.org/10.1177/002224299906300205
  32. J. H. Yoon & K. S. Kim. (2006). A Study on the Logistics Service Quality, Customer Satisfaction and Post-purchasing Behaviors in the Internet Shopping Mall. The Journal of Information Systems, 15(1), 21-48.
  33. M. J. Dorsch, S. J. Grove & W. R. Darden. (2000). Consumer intentions to use a service category. Journal of Services Marketing, 14(2), 92-117. https://doi.org/10.1108/08876040010309220
  34. E. A. Wall & L. L. Berry. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly, 48(1), 59-69. https://doi.org/10.1177/0010880406297246
  35. W. H. Delone & E. R. McLean. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9-30. https://doi.org/10.1080/07421222.2003.11045748
  36. K. Y. Lee & E. H. Kim. (2011). Characteristics of QR Code Ad and Its Effects on Usage Satisfaction and Consumers' Behavior as a Commercial. The Korean Journal of Advertising, 22(3), 103-124.
  37. J. W. Jun. (2017). Transportation Effects of Branded Entertainment Storytelling on Trust, Attitudes, and WOM Intentions. Journal of Media Economics & Culture, 15(2), 44-76. https://doi.org/10.21328/JMEC.2017.5.15.2.44
  38. D. S. Youm. (2017). The Effect of Perceived Enjoyment and User Characteristics on Intention of Continuous Use of Mobile Social Network Games: Focusing on Mediating Effect of Flow Experience. Jouranl of Digital Convergence, 15(9), 415-425.