소비자 관점에서의 온라인 동영상 브랜드 콘텐츠 평가를 위한 척도 개발 및 타당성 검증

초록

The progress of internet and digital media is changing the way consumers use media and consume content, and watching online videos has become one of the most common way to consume content. Companies and advertisers have noticed this trend and they are using online video content to deliver brand messages to consumer. Despite the fact that consumers can actively choose and engage with a video content from a variety of online video content, little research has addressed the assessment of online video brand-related content in a consumer perspective and there is no well-accepted measure. In this context, this study developed a reliable and valid measurement, that can be used to assess consumer value of an online video brand content. The process follows Churchill ‘s (1979) and Devellis’ s (2017) approach for scale development. After generating 91 initial items by conducting literature review and in-depth interview, two times data collection and data analysis (EFA & CFA) stage were undertaken and assessed of convergent, discriminant and criterion related validity of the constructs. Finally, the results of scale development procedures revealed a 15-item measure of four distinct value dimensions: social advocacy, excellence of information, emotional inspiration, need-related relevance. This research extend knowledge of perceive consumer value of online video brand content by developing and testing practical scale. Unlike previous measures, the scale of consumer value assessment of online video brand content includes both consumer response in digital media and a perceived of relevance between consumer and online video brand content components. The scale developed by this study will serve as theoretical foundation of understanding about assessment of online video brand content in a consumer perspective and be applied to future empirical research in this area.

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