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다큐·오락 동영상포맷 유형에 따른 회상, 태도와 콘텐츠 브랜드 인식에 대한 영향 -이용자의 인지·정서 관여의 상호작용효과-

The Effect of Video Contents Formats of Documentary and Entertainment on User’s Recall, Attitude and Contents Brand Awareness -Focused on the moderating effect of user’s cognitive involvement-

김미경|유기상
현대사진영상학회 (The Society Of Modern Photography & Video)|2019.07|현대사진영상학회 논문집 (The Society of Modern Photography & Video)|제22권 제2호|pp. 21-41|DOI 10.22887/hdphot.2019.2.22.002

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키워드

AttitudeRecallEmotional InvolvementVideo Contents FormatCognitive InvolvementContents Brand Awareness
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초록

formats. And we looked at how video formats and user’s cognitive and emotional involvement interacted to a ect recall, attitudes and brand awareness. According to the study, the entertainment format is more effective in recall than the documentary format, and the documentary format is more e ective in attitude. In the aspect of contents brand awareness, it was recognized that entertainment format is uniquely aware of content and have excellent contents efficacy, and that the documentary format is recognized as reflecting diversity and being excellent for information acquisition. In the interaction e ects of video formats and cognitive involvement, while recall and attitudes were not interactive, unique awareness of contents and information acquisition in content brand awareness were interactive. In the interaction effects of video formats and emotional involvement, while recall and attitudes were interactive, unique awareness of contents, information acquisition and contents efficacy in content brand awareness were interactive.

Abstract

formats. And we looked at how video formats and user’s cognitive and emotional involvement interacted to a ect recall, attitudes and brand awareness. According to the study, the entertainment format is more effective in recall than the documentary format, and the documentary format is more e ective in attitude. In the aspect of contents brand awareness, it was recognized that entertainment format is uniquely aware of content and have excellent contents efficacy, and that the documentary format is recognized as reflecting diversity and being excellent for information acquisition. In the interaction e ects of video formats and cognitive involvement, while recall and attitudes were not interactive, unique awareness of contents and information acquisition in content brand awareness were interactive. In the interaction effects of video formats and emotional involvement, while recall and attitudes were interactive, unique awareness of contents, information acquisition and contents efficacy in content brand awareness were interactive.

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