상업적 매체로서의 UCC에 대한 소비자의 태도와 효과에 관한 연구

• 영문명: A Study on the Customer Attitudes toward UCC and its Effects as a Commercial Media
• 발행기관: 한국IT서비스학회
• 저자명: 전병호(Byoung-Ho Jun) 한필구(Pil-Koo Han) 강병구(Byung-Goo Kang)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제8권 제2호, 23~41쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and its effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that informativeness, entertainment, irritation, trust, ease of use, and flow are significantly related to the attitude of UCC advertising, but usefulness and incentives are not. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth, and intention to buy. This study contributes to improve the understanding of UCC as a commercial media and provides the base of activation strategies for it.

키워드

UCC Advertising Web Advertising Attitude Model Trust TAM Flow Incentives