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IPTV 수용자의 이용 동기가 광고 이용 의도 및 브랜드 태도에 미치는 영향 연구

The Study of IPTV Audience's Characteristics and the Relationship between Motivation and Advertising Attitude Formation

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주제분류신문방송학

초록

본 연구의 목적은 IPTV 수용자의 미디어 이용 동기를 다각적으로 파악하는 동시에 이용자들의 광고 이용 의도와 브랜드에 대한 태도를 알아보기 위한 것이다. 조사 방법은 LG 아레나 모바일 폰 광고 캠페인을 제작하여 브로드 앤 TV IPTV를 통해 실행하였다. IPTV를 통해 이 광고를 본 이용자들을 대상으로 설문을 실시하였다. 분석결과를 보면 먼저 IPTV 이용행태 요인으로 오락성, 정보성, 사회 지향성, 및 편리성이라는 매체 이용 의도는 수용자들의 광고 이용 의도에 긍정적으로 영향을 미치고 이용 의도는 브랜드에 대한 태도에 긍정적으로 영향을 미치는 것으로 드러났다.

Abstract

The goal of this study was to explore IPTV audiences' characteristics, advertising acceptance and brand attitude. For this study, the actual brand named “LG Arena Mobile Phone” used in experiment. A total of 270 participants were surveyed on IPTV using motivation and attitude toward brand. As findings, the factors such as entertainment, informative, socialization, and convenience affected advertising acceptance and IPTV audiences who have the positive advertising acceptance also have a tendency of positive attitude toward brand.

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