ScholarWorks@중앙대학교

초록

The development of social networking services (SNS) has brought significant changes to consumers’ acceptance of advertising, and Insta-toon advertising, which utilizes SNS-based cartoons, has emerged as a new advertising format. This study empirically analyzed the effects of Insta-toon advertising characteristics on consumers’ attitudes toward advertising and purchase intention. Five characteristics—entertainment, informativeness, artistry, credibility, and interactivity— were established, and their influence on purchase intention was examined with advertising attitude as a mediator. The analysis revealed that informativeness, credibility, entertainment, and interactivity had significant positive effects on purchase intention, whereas artistry did not show a significant effect. In addition, advertising attitude exhibited partial mediating effects in the relationships between credibility, informativeness, and purchase intention, while moderating effects were partially identified depending on usage frequency and advertising experience frequency. This study provides foundational data on the influence of Insta-toon advertising characteristics on purchase intention and offers practical implications for establishing effective SNS-based content marketing strategies that utilize Insta-toons.

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