트루뷰 동영상 광고의 스킵버튼 종류에 따른 광고 효과

• 영문명: Influence of TrueView Ad Skip Buttons on Advertising Effect
• 발행기관: 한국IT서비스학회
• 저자명: 김주석(Ju Seok Kim)정동훈(Donghun Chung)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제18권 제1호, 1~12쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.03.30

영문 초록

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

목차

1. 서 론

2. 이론적 배경

3. 연구문제

4. 방법론

5. 연구결과

키워드

Forced Exposure Perceived Intrusiveness Attitude Toward Ads Advertisement Memory Eye-Tracker