Earticle

초록

영어

This study investigates the mediating effect of engagement in the relationship between online advertising by beauty academies and consumers' behavioral intention. A survey was conducted with students enrolled in beauty academies, and the collected data were analyzed using SPSS 25.0 and PROCESS Macro 4.3.1. Bootstrapping techniques were employed to verify the mediating effects. The results indicated that native advertising had a significant indirect effect on behavioral intention through engagement, supporting a full mediation model. In contrast, retargeting advertising demonstrated both significant direct and indirect effects, confirming a partial mediation model. These findings suggest that native advertising primarily influences behavioral intention through enhanced engagement, whereas retargeting advertising operates through both direct and mediated pathways. The study emphasizes the strategic value of incorporating engagement-driven elements in social media advertising to more effectively guide consumer behavior.

중국어

本研究旨在验证美发学院的在线广告对行为意向的影响中, 参与度所起的中介作用. 为此, 针对美发学院的学员进行了问卷调查, 并利用SPSS 25.0和PROCESS Macro 4.3.1对数 据进行了分析. 通过Bootstrap抽样法验证中介效应的结果显示, 原生广告与行为意向之间存 在通过参与度的显著间接效应;而重定向广告的直接效应和间接效应均显著, 确认为部分中 介效应. 这表明原生广告形成了通过参与度的完全中介结构, 而重定向广告则形成了直接和 间接路径均显著的部分中介结构. 此结果说明, 在设计SNS广告时,强化参与度因素是引导 消费者行为的重要战略要素.

목차

Abstract
I. 서론
II. 이론적 배경
1. 인스타그램 광고 유형
2. 인게이지먼트
3. 행동의도
III. 내용 및 방법
1. 연구문제
2. 연구대상 및 기간
3. 측정도구
4. 자료분석 방법
IV. 결과 및 고찰
1. 조사대상자의 일반적 특성
2. 타당성과 신뢰도 검증
3. 네이티브 광고, 리타게팅 광고, 인게이지먼트, 행동의도의 상관관계
4. 네이티브 광고와 리타게팅 광고가 행동의도에 미치는 영향과 인게이지먼트의 매개효과
V. 결론
참고문헌
中文摘要

키워드

저자

• 하서진 [ Seo-Jin Ha | 창신대학교 일반대학원 미용예술학과 박사과정 ]
• 김도희 [ Do-Hee Kim | 창신대학교 평생교육원 학점은행제 학생 ]
• 우미옥 [ Mi-Ock Woo | 창신대학교 미용예술학과 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646