불법 사이트 내 온라인 광고 효과에 관한 탐색적 연구 : 개인적 특성요인의 조절효과

초록

This study aims to reveal the effects of online advertising in illegal websites that operates by copying copyrighted content without permission. Experiments are conducted to 520 adults. The results are as follows. Attitudes toward legal advertisements are shown higher than illegal ones. Purchase intention of legal ads scores higher in illegal websites than legal ones, which implies the illegality of websites has moderating role on purchase intention. Attitude toward ads shows no significant difference according to the illegality of websites. Second, personal subjective norms(SN) has a moderating role on legal advertising effects in illegal websites. Specifically, attitudes toward legal advertisements in illegal websites show lower in high SN conditions. Purchase intention by legal advertisements in illegal websites shows marginally lower marks in high SN conditions. Third, perceived behavioral control(PBC) has a moderating role on advertising effects. Specifically, as to attitudes toward advertising, PBC has greater impact on legal websites than illegal ones. Purchase intention show higher marks by legal advertisements in illegal websites in low PBC group than in high ones. Some suggestions are given to control the illegal advertising circulation in illegal websites.

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