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http://dx.doi.org/10.14400/JDC.2019.17.6.059

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

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)
Publication Information
Journal of Digital Convergence / v.17, no.6, 2019 , pp. 59-67 More about this Journal
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.
Keywords
Branded Contents; Branded Contents Characteristics; Use Satisfaction; Sharing Intention; Continuous Use Intention;
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Times Cited By KSCI : 4  (Citation Analysis)
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