Earticle

초록

영어

Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising’s informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 정보성
2.2 상호작용성
2.3 방해성
2.4 실용적 가치와 헤도닉 가치
2.5 브랜드 태도
2.6 SOR 이론
3. 연구모형 및 가설
3.1 연구 모형
3.2 연구 가설
4. 가설검증 및 모형 분석결과
4.1 변수의 조작적 정의와 측정 문항
4.2 데이터 특성
4.3 분석 방법
4.4 신뢰성 및 타당성 분석
4.5 구조모형 분석
4.6 매개효과 분석
4.7 연구결과의 논의
5. 결론
5.1 연구의 요약
5.2 시사점
5.3 한계점
References

키워드

저자

• 진봉비 [ PengFei Qin | Ph.D. Candidate of MIS Department in Chungbuk National University ] First Author
• 권순동 [ Sundong Kwon | Professor of MIS Department in Chungbuk National University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005