Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Effect of the Facebook Attitude on Advertising Avoidance: Focusing on the Dual Mediating Effect of Advertising Intrusiveness and Advertising Attitude

페이스북에 대한 태도가 광고회피에 미치는 영향: 광고 침입성과 광고태도의 이중직렬매개효과를 중심으로

  • Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
  • 염동섭 (목원대학교 광고홍보언론학부)
  • Received : 2020.10.06
  • Accepted : 2020.12.20
  • Published : 2020.12.28
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Abstract

This study was conducted to understand the dual mediating effect of advertising intrusiveness and advertising attitude on the relationship between Facebook attitude and advertising avoidance on Facebook advertisements. A survey was conducted on 250 male and female students attending M University located in Daejeon, and the result was analyzed with SPSS PROCESS MACRO. First, the result yielded that there is a significant positive correlation between Facebook attitude and advertising attitude, and there is a significant negative correlation between Facebook attitude and advertising intrusiveness and avoidance. There is a significant positive correlation between advertising intrusiveness and advertising avoidance, and there is a significant negative correlation between advertising intrusiveness and advertising attitude. Advertising attitude and advertising avoidance has a significant negative correlation. Second, a complete dual mediating effect was confirmed by investigating the dual mediating effect of advertising intrusiveness and advertising attitude on the relationship between Facebook attitude and Facebook advertising avoidance. Such results profess about the impact of Facebook attitude on the advertising avoidance on Facebook advertisements that advertising intrusiveness and advertising attitude could mediate the decrease in advertising avoidance.

본 연구는 페이스북에 대한 태도와 페이스북에 게시된 광고회피와의 관계에서 광고 침입성과 광고태도의 이중매개효과를 알아보고자 하는 목적에서 진행되었다. 이를 위해 대전 M대학에 재학 중인 남, 여 대학생 250명을 대상으로 설문조사를 실시하였으며, SPSS PROCESS MACRO를 통해 분석을 진행했다. 분석결과 첫째, 페이스북 태도와 광고태도는 유의한 정적 상관이, 페이스북 태도와 광고 침입성, 광고회피는 유의한 부적 상관이 있는 것으로 나타났다. 또한 광고 침입성과 광고회피는 유의한 정적 상관이, 광고 침입성과 광고태도는 유의한 부적 상관이 있는 것으로 나타났다. 그리고 광고태도와 광고회피는 유의한 부적 상관을 나타냈다. 둘째, 페이스북에 대한 태도와 페이스북에 게시된 광고회피와의 관계에서 광고 침입성, 광고태도의 이중매개효과를 검증한 결과 완전이중직렬매개효과가 있음을 확인하였다. 이러한 결과는 페이스북 태도가 페이스북에 게시된 광고의 회피 수준에 미치는 영향에 대해 광고 침입성과 광고태도가 매개역할을 함으로써 광고회피 수준을 한층 더 낮게 만들 수 있다는 것에 주목할 필요가 있음을 시사한다.

Keywords

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