네이티브 광고의 메시지 유형에 따른 효과: 인지욕구 및 제품 유형을 중심으로

초록

The purpose of this study was to examine the influences of need for cognition and product type on the effects of native ads message type(factual/evaluative). To meet the purpose experiments with 2x2(message type-factual/evaluative x need for cognition) and 2x2(message type x product type-hedonic/practical) were performed. The results were as follows. First, the two-way interaction effect between message types and need for cognition has been partially significant. The use of evaluative messages in groups with low need for cognition showed higher attitude toward an ad than factual messages. On the other hand, in groups with high need for cognition, the use of factual messages showed higher eWOM intention than the evaluative messages. Second, the two-way interaction effect between message type and product type was partially significant. Specifically, the use of the evaluative message in the hedonic product showed higher attitude toward an ad than the factual message.

키워드