SNS 패션 네이티브광고의 정보발신자, 정보유형, 설득지식 활성화 수준이 구매의도에 미치는 영향

Abstract

Recently, many brands and advertising companies have used native advertising as an alternative way to reduce consumers’ ad avoidance. Therefore, this study intended to empirically verify the effect of fashion-related native advertising on purchase intention by comparing advertising information sources, content types, and activation of persuasion knowledge. The study’s design consisted of three components. It examined two social media fashion information sources: brand source versus consumer source; two content types: factual message versus evaluative message; and two types of activation of persuasion knowledge: low activation versus high activation. This study was conducted on 532 females in their twenties and thirties in Seoul and Incheon and used a total of 529 samples in the final analysis, excluding three compromised or incomplete samples. Frequency analysis, credibility analysis, independent sample t-test, three-way ANOVA, and simple main effect analysis were conducted using SPSS 25.0 Statistical Package for data analysis. The result of this study were as follows. First, a brand source combined with a factual message was demonstrated to cause high purchase intention. Second, positive purchase intention was also demonstrated when a consumer source provided a factual message. Third, when a brand source provided native advertising, the consumer group with high persuasion knowledge demonstrated high purchase intention. Fourth, both low and high activation of persuasion knowledge groups demonstrated positive purchase intention when a consumer source provided a factual message.