- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
Advertising Attributes of One-Person Media Distribution in Purchase Intent
Advertising Attributes of One-Person Media Distribution in Purchase Intent
YUN, Youngbae (Dept of Early Childhood Education, Eulji University)
LEE, Sojeong (Dept of Healthcare Management, Eulji University)
LEE, Seulbi (Dept of Healthcare Management, Eulji University)
LEE, Yejin (Dept of Healthcare Management, Eulji University)
LEE, Yujin (Dept of Healthcare Management, Eulji University)
JE, Hayeong (Dept of Healthcare Management, Eulji University)
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
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