바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

Advertising Attributes of One-Person Media Distribution in Purchase Intent

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2019, v.17 no.11, pp.17-26
https://doi.org/https://doi.org/10.15722/jds.17.11.201911.17
CHOI, Youngjin
YUN, Youngbae
LEE, Sojeong
LEE, Seulbi
LEE, Yejin
LEE, Yujin
JE, Hayeong
  • Downloaded
  • Viewed

Abstract

Purpose: Mobile media is gaining ground as an independent and core platform, and corporate interest and the expectations forstrategic use are rising in one-person media. Therefore, this study aims to establish interactivity, entertainment, information, professionalism, and up-to-date as the sub-factors of one-person media advertising properties, and to study the effect of one-personmedia advertising attributes on purchasing intention. Research design, data, and method: After collecting data from a total of 202 people, including 106 men and 96 women with the online survey method, frequency analysis and regression analysis were conducted using SPSS 25.0. Results: Research has shown that information, professionalism, entertainment, and up-to-date have a significant influence on purchasing intent. In addition, although information and expertise are found to have a significant influence on trust which shows a direct impact on the purchasing intention, the results of verification for the effect of purchasing intent through the medium of trust found to be significant in entertainment, information and up-to-date. Conclusions: There is a difference in Professionalism and Entertainment between men and women. This study provided the suggestions for establishing the most effective measures and marketing strategies in producing one-person media advertisements.

keywords
One-Person Media, Advertising Attributes, Purchasing Intent, Trust, Media distribution

Reference

1.

Abrahamson, D. (1998). The visible hand: Money, markets, and media evolution. Journalism and Mass Communication Quarterly, 75(1), 14–18.

2.

Ban, O. S., & Park, J. Y. (2016). A study on structural relationships of internet personal broadcasting continuous use: TAM 2. KRCRA, 16(1), 59-95.

3.

Cho, D. H․, Park, J. W., & Chun, H. J. (2011). The relationships among perceived value, use-diffusion. Loyalty of Mobile Instant Messaging Service, 17(4). 193-212.

4.

Choi, N. H., Liu, H., & Li, Z. (2018). The effects of Chinese consumers’ self-construal and advertising type on brand attitude. The Journal of Business, Economics, and Environmental Studies, 8(3), 33-41.

5.

Chung, G. J., & Kye, E. A. (2004). The internet advertising attributes' influences on internet user's attitudes toward internet advertising. Journal of Social Science, 16, 123-148.

6.

Dyer, J. H., & Chu, W. (2003). The role of trustworthiness in reducing transaction costs and improving performance:Empirical evidence from the United States, Japan, and Korea. Organization Science, 14(1), 57-68.

7.

Engel, J. F., Blackwell, R. D., & Miniard. P. W. (1986). Consumer Behavior (5th ed). Chicago: Dryden Press.

8.

Gefen, D. D., & Straub, W. (1997). Gender differences in the perception and use of e-mail: An extension to the technology acceptance model. MIS Quarterly, 21(4), 389–400.

9.

Kim, J. H., & Kim, Y. H. (2003). The influence of the intrusiveness of internet advertisement and involvement on advertising effectiveness. Korean Society for Advertising Education, 60, 7-35.

10.

Kim, Y. M., & Han, J. S. (2011). Influence of advertising attributions on attitude toward advertisement, brand attitude and purchase intention: Emphasis on hotel web advertisement. Knowledge Management Research, 12(1), 1-16.

11.

Kwon, Y. S. (2019). The moderating effects of cobranding promotions between brand experience and loyalty. Journal of Distribution Science, 17(9), 15-23.

12.

Lee, E. M., & Han, G. H. (2018). The communication effect of product messages through media. Korean Advertising and PR Practicing Society, 11(1), 187-211.

13.

Lee, G. W., Liu, F., & Ryu, S. W. (2018). Architecture analysis of the effect of the personal media branded contents on consumer’s attitude. Journal of Information Technology and Architecture, 15(2), 187-199.

14.

Lee, D., Moon, J., Kim, Y. J., Mun, Y. Y. (2015). Antecedents and consequences of mobile phone usability:Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information Management, 52(3), 295–304.

15.

Lee, J. W., & Kwag, M. (2017). Corporate marketing strategy using social media: A case study of the RitzCarlton Seoul. Journal of Asian Finance, Economics and Business, 4(1), 79-86.

16.

Lee, J. W., & Oh, T. H. (2009). A study on the impact of advertising attributions on attitude toward advertising, cognitive brand and attitude toward brand. Korean Research Association for the Business Education, 23(4), 361-384.

17.

Lee, S. H. (2010). The regulation policy of the personal targeting advertising based on online behavior analysis. Korean Society for Media Law, Ethics and Policy Research, 9(2), 49-73.

18.

Melnyk, V., Stijn, M. J., van Osselaer, T., & Bijmolt, H. A. (2009). Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers. Journal of Marketing, 73(July), 82–96.

19.

Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.

20.

Morris, M. G., Venkatesh, V., & Ackerman, P. L. (2005). Gender and age differences in employee decisions about new technology: An extension to the theory of planned behavior. IEEE Transactions on Engineering Management, 52(1), 69-84.

21.

Mullatahiri, V., & Ukaj, F. (2019). The effects of Emarketing communications on brand loyalty: The case of mobile telephone operators in Kosovo. Journal of Distribution Science, 17(6), 15-23.

22.

Newell, S. J., Belonax, J. J., McCardle, M. W., & Plank, R. E. (2011). The effect of personal relationship and consultative task behaviors on buyer perceptions of salesperson trust, expertise, and loyalty. Journal of Marketing Theory and Practice. 19(3), 307–316.

23.

Oh, M. H., & Kim, I. (2014). The effect of consumer attitude toward fashion products on SNS`s characteristics to purchase intention and on-line word of mouth. Korean Society of Fashion Design, 14(1), 101-120.

24.

Park, G. N., & Kim, G. W. (2001). An empirical study on the effects of web service quality on corporation image and purchase intent. Korean Society of Consumer Studies, 12(3), 1-27.

25.

Park, H. S., & Kim, Y. H. (2001). Research articles: The relation between response of travel agency's internet ad and ad attitude, brand attitude and purchase intention. International Journal of Tourism Management and Science, 16(2), 167-185.

26.

Park, S. H., & Chong, Y. K. (2013). The effects of advertising on ad attitude, brand attitude and purchase intention. Tourism Sciences Society of Korea, 37(3), 59-82.

27.

Razak, M., Bata, I. G., FITRIANY, M. A., Muhammad, H., & Halim P. K.(2019), Moving from traditional to society 5.0: Case study by online transportation business. Journal of Distribution Science, 17(9), 93-102.

28.

Ruggiero, T. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3–37.

29.

Shankar, V., Ratchford, B. T., & Pan, X. (2002). Can price dispersion in online markets be explained by differences in retailer service quality?. Journal of the Academy of Marketing Science, 30(4), 433-445.

30.

Son, M. H. (2016). Factors affecting post-adoption behavior of web-based video contents. e-Business Research, 17(6), 123-139.

31.

Song, J., & Lee, Y. J. (2016). An exploratory study on the uses of web-based video contents: Focusing on demographics, characteristics of content and media consumption, and genre preference. Journal of Cybercommunication Academic Society, 33(2), 43-85.

32.

Wu, J. J., & Chang, Y. S. (2005). Towards understanding members’ interactivity, trust, and flow in online travel community. Industrial Management & Data Systems, 105(7), 937-954.

33.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(April), 31-46.

The Journal of Distribution Science