International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Effects of Advertising Attributes in YouTube e-sport Video

  • Byun, Kyung-Won (Department of graduate school of business Administration, Dankook university) ;
  • Kim, Seyun (Department of Sport management, Dankook university)
  • Received : 2020.04.21
  • Accepted : 2020.05.03
  • Published : 2020.05.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to analyze the structural relationship among advertising attribute, advertising attitude, product attitude and purchase intention in YouTube advertising. The survey subjects to achieve the purpose of this study were selected the group of 300 students who have been watching YouTube VOD once more and are attending in three universities that are located in Seoul, Gyeonggi and Chungnam. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 18 was used for confirmatory factor analysis and structural equation model analysis. information, irrtation and individuality affect viewers' advertisement attitude, their product attitude and purchasing intent, among advertisement attributes of e-sports items perceived by viewers of YouTube's e-sports videos with the insertion of advertisements that cannot be skipped in the middle of the video.Therefore, the similarity between the video and the advertised product or brand should be taken into account when producing advertisements inserted in the YouTube video, and a more positive advertising effect can be achieved when advertisement can be carried out reflecting the characteristics of the target viewers.

Keywords

References

  1. S. Ahn, and B. Park, "Characteristics of YouTube video network of creative consumption and analyses of consumer responses through comments: Focusing on Ikea hack" Journal of Consumption Culture, Vol. 22, No. 1, pp. 95-118, Mar 2019. DOI: http://dx.doi.org/10.17053/jcc.2019.22.1.005
  2. M L. Khan, "Social media engagement: What motivates user participation and consumption on YouTube?" Computers in Human Behavior. Vol. 66, pp. 236-247, Jan 2017. DOI: https://doi.org/10.1016/j.chb.2016.09.024
  3. J. Burgess and G. Joshua, "YouTube: Online video and participatory culture", John Wiley & Sons, 2013.
  4. M. D. Shank, "Sport Marketing: A Strategic Perspective", Prentice Hall, 2009.
  5. S. Y. Kim, Y. K. Noh and K. M. Lee, "Convergence Study on the Structural Relationship between Sport Brand's Advertisement Attributes, Ad Attitudes, Brand Images, and Purchase Intentions on Social Networking Site(SNS)", Journal of the Korea Convergence Society. Vol. 9, No. 12, pp. 345-354, Dec, 2018. DOI: https://doi.org/10.15207/JKCS.2018.9.12.345
  6. Y. C. Hwang and Y. M. Kim, "Developing a scale to measure virtual advertising attributes in TV sport broadcasting", Korean Society for Sport Management, 2012; Vol. 17, No. 6, pp. 105-123.Dec. 2012.
  7. J. H. Yeom, C. H. Sung and S. Y. Kim, "A Study on the Structural Relationship between Virtual Advertising Attributes, Advertisement Attitude, Product Attitude and Purchase Intention during Golf Tournament Broadcasting", Journal of Sport and Leisure Studies, Vol. 55, pp. 269-279, Feb 2014. https://doi.org/10.51979/KSSLS.2014.02.55.269
  8. H. J. Yong, T. W. Chung and J. W. Han, "Effects of sport game viewers' attitudes toward virtual advertising, product, and brand on a corporate image and purchasing intention", Korean Journal of Sports Science. Vol. 20, No. 6, pp. 825-839. Dec 2011.
  9. C. H. Jin "A Study on Attention and Involvement of the Virtual Advertising of Hierarchy Effects", Journal of Industrial Economics and Business, Vol. 24, No.2, pp. 969-990, Feb 2011.
  10. J. F. Hair, R. E. Andreson, R. L. Tatham and W. C. Black, "Multivariate data analysis", Englewood Cliffs, 1998.
  11. R. G. Netemeyer, J. S. Boles, D. O. Mckee, R. McMurrian, "An investigation into the antecedents of org anizational citizenship behaviors in a personal selling context", Journal of Marketing, Vol. 61, No. 3, pp. 85-98, Jul 1997. https://doi.org/10.2307/1251791
  12. K. S. Kim "AMOS 18.0 structure equation model analysis", Hannarae Publishing, 2010.
  13. C. Fornell and D.F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error" Journal of Marketing Research. Vol. 18, No. 1, pp. 39-50, Feb 1981. https://doi.org/10.1177/002224378101800104
  14. J. C. Nunnally and I. H. Bernstein, Psychometric theory", McGraw-Hill. 1994.