온라인 맞춤형 동영상 광고의 특성이 중국 온라인 동영상 시청자의 수용의도에 미치는 영향

Abstract

Nowadays many companies and individuals in Korea are interested in China 's huge consumer market. Therefore, it is important to understand Chinese consumers' acceptance of online personalized video advertisement. However, research on online personalized video advertisement targeting Chinese online video viewers has not yet been conducted. The purpose of this study is to find out and analyze the factors affecting the Chinese online video viewers' acceptance intention of online personalized video advertisement. This study adds the avoidance as a intervening variable and sets up the research model using the TAM. This study was conducted in order to verify the hypotheses, with 346 samples obtained through online and offline surveys of Chinese online video viewers. The main results of this study are as follows. First, As the factors influencing the perceived usefulness of online personalized video advertisement, informativeness and inconvenience were proved. Second, informativeness and irritation were proved as the factors influencing the perceived ease. Third, irritation and intrusiveness were proved as the factors influencing the avoidance. Unlike anticipation, control has a significant positive effect on avoidance. Fourth, it has been proved that the perceived usefulness of the TAM has a significant considerably positive effect on perceived usefulness. Finally, among the variables related to acceptance intention of online personalized video advertisement, avoidance has a significant negative effect and perceived usefulness has a positive effect. However, perceived ease of TAM didn't has a significant effect on acceptance intention.