Journal of Advanced Technology Convergence (미래기술융합논문지)

Korea Convergence Society (한국융합학회)
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A Study on the Effect of Cosmetic Advertising Model Attributes on OTT Audience-Focused on Chinese Consumer

화장품 광고 모델의 속성이 OTT 시청자에 미치는 영향 연구-중국 소비자를 중심으로

  • Wen, Xing (Department of Media, China Hunan University of Science and Engineering) ;
  • Seung-Ju, Bae (Kyungsung University) ;
  • Sang-Ho, Lee (Department of Media Content, Kyungsung University)
  • 문성 (중국 후난과학기술대학교 미디어학과) ;
  • 배승주 (경성대학교) ;
  • 이상호 (경성대학교 미디어콘텐츠학과)
  • Received : 2022.11.14
  • Accepted : 2022.12.21
  • Published : 2022.12.30
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Abstract

This research is an empirical research of Chinese OTT Audiences on the effects of advertising model attributes on consumers' advertising perception, purchase intention, Flow and addiction. Recently, as the cosmetics market in China has grown, the role of advertising models has been highlighted, and shopping addiction caused by excessive Flow is becoming a social problem. Researchers set up a research model and tried to test which characteristics of the advertising model lead consumers to purchase, Flow and ultimately lead to addiction. Results are as follows. It was confirmed that advertisement model attributes such as recognition and attractiveness had a positive effect on viewers' advertising perception and attitude, and viewers' perceived usefulness had a positive effect on purchase intention and Flow. In addition, the purchase intention of the viewers had a positive effect on the addiction to cosmetics.

본 연구는 광고 모델의 속성이 OTT 이용자의 광고 인지, 구매 의도, 몰입과 중독에 미치는 영향에 대한 중국 소비자 대상의 실증적 연구로 진행되었다. 최근 중국의 화장품 시장이 성장하면서 광고 모델의 역할이 부각되고 있으며 과몰입에 따른 쇼핑 중독 현상이 사회문제화 되고 있다. 연구자들은 광고 모델의 어떠한 특성이 소비자를 구매, 몰입에 이르게 하며, 궁극적으로 중독으로 연결되는지 연구모형을 설정하여 검정하고자 하였다. 연구결과는 다음과 같다. 유명도, 매력도 등의 광고 모델 속성은 시청자의 광고 인지와 태도에 긍정적인 영향을 주며, 시청자의 인지된 유용성은 구매 의도와 몰입에 긍정적인 영향을 주는 것을 확인하였다. 또한 시청자의 구매 의도는 화장품에 대한 중독에 정의 영향을 주었다.

Keywords

Acknowledgement

This research was supported by Basic Science Research Program through the National Research Foundation of Korea(NRF) funded by the Ministry of Education (NRF-2021-R1I1A3054903).

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