인터넷 개인방송 BJ와 시청자 간의 의사사회적 상호작용, 사회적 거리감, 전문성이 PPL 효과에 미치는 영향 :설득지식모델을 중심으로

Abstract

연구의 목적은 인터넷 개인방송의 특성인 인터넷 개인방송 BJ와 시청자 간의 의사사회적 상호작용, 사회적 거리감, 전문성이 PPL 효과에 미치는 영향에 관하여 설득지식모델을 적용하여 검증하는 것이다. 스마트폰 사용량의 확산에 따라 1인 콘텐츠가 급부상하고 있고, 1인 콘텐츠를 활용하는 광고와 마케팅이 점점 늘어나고 있는 추세임에도 불구하고 아직 이와 관련한 국내의 연구가 거의 부재하다는 점에서 본 연구의 필요성이 있다. 본 연구는 총 7개의 연구가설을 설정하였고, 이를 검증하기 위하여 인터넷 개인방송을 가장 활발하게 이용할 것이라고 예상되는 20대 대학생들을 대상으로 설문조사를 실시하였다. 연구 결과는 다음과 같이 정리할 수 있다. 첫째, 인터넷 개인방송 BJ와 시청자간의 의사사회적 상호작용이 높을수록 설득의도를 덜 지각하는 것으로 나타났다. 둘째, 인터넷 개인방송 BJ와 시청자 간의 사회적 거리감이 가깝다고 지각할수록 설득의도를 덜 지각하는 것으로 나타났다. 셋째, 시청자가 인터넷 개인방송 BJ의 전문성이 높다고 판단할수록 설득의도를 덜 지각하는 것으로 나타났다. 넷째, 설득지식이 낮을수록 PPL 효과에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 인터넷 개인방송 BJ와 시청자 간의 의사사회적 상호작용이 높을수록 PPL 효과에 긍정적인 영향을 미치는 것으로 나타났다. 여섯째, 인터넷 개인방송 BJ와 시청자 간의 사회적 거리감이 높을수록 PPL 효과에 긍정적인 영향을 미치는 것으로 나타났다. 일곱째, 시청자가 인터넷 개인방송 BJ의 전문성을 높게 지각할수록 PPL 효과에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 인터넷 개인방송의 광고효과에 관한 연구가 이루어지지 않은 상황에서 마케터에게 인터넷 개인방송을 효과적으로 활용하는 방향에 대한 시사점을 제공하는데 의의가 있다고 하겠다. 또한 실무적 차원에서 인터넷 개인방송을 활용하는데 있어 보다 효율적이고 유용한 마케팅 전략을 수립하는데 도움이 될 것으로 판단된다.| The purpose of this study was to validate the influence that the parasocial interaction and subjective social distance between internet private broadcasting BJ and viewers and expertise, the characteristics of internet private broadcasting, would have on PPL effect by applying the persuasion knowledge model. As one-person contents are soaring amid increased use of smartphones, there has been a gradual increase in advertising and marketing that tap into one-person contents. The need for this study was highlighted by the absence of related studies both at home and abroad. In this study, 7 hypotheses were set. To validate those hypotheses, a survey was performed of university students in their 20s who were considered the most active users of internet private broadcasting.

The results of this study can be summarized as below:

First, perception towards persuasion intention was lower as the parasocial interaction was higher between internet private broadcasting BJ and viewers. Second, perception towards persuasion intention was lower as the subjective social distance between internet private broadcasting BJ and viewers was perceived to be smaller. Third, the perception towards persuasion intention was lower as the viewers considered that the expertise of internet private broadcasting BJ was higher. Fourth, the positive effect on PPL was found to increase as the persuasion knowledge was lower. Fifth, the positive effect on PPL was found to increase as the parasocial interaction between internet private broadcasting BJ and viewers was higher. Sixth, the positive effect on PPL was found to increase as the subjective social distance between internet private broadcasting BJ and viewers was higher. Seventh, the positive effect on PPL was found to increase as viewers considered that the expertise of internet private broadcasting BJ was higher.

This study is significant in that it presents suggestions to marketers with regard to direction for effective utilization of internet private broadcasting as there have been few studies investigating the advertising effect of internet private broadcasting. Moreover, the results of this study would provide a basis for establishing more efficient and useful marketing strategies in utilization of internet private broadcasting at working level.; The purpose of this study was to validate the influence that the parasocial interaction and subjective social distance between internet private broadcasting BJ and viewers and expertise, the characteristics of internet private broadcasting, would have on PPL effect by applying the persuasion knowledge model. As one-person contents are soaring amid increased use of smartphones, there has been a gradual increase in advertising and marketing that tap into one-person contents. The need for this study was highlighted by the absence of related studies both at home and abroad. In this study, 7 hypotheses were set. To validate those hypotheses, a survey was performed of university students in their 20s who were considered the most active users of internet private broadcasting.

The results of this study can be summarized as below:

First, perception towards persuasion intention was lower as the parasocial interaction was higher between internet private broadcasting BJ and viewers. Second, perception towards persuasion intention was lower as the subjective social distance between internet private broadcasting BJ and viewers was perceived to be smaller. Third, the perception towards persuasion intention was lower as the viewers considered that the expertise of internet private broadcasting BJ was higher. Fourth, the positive effect on PPL was found to increase as the persuasion knowledge was lower. Fifth, the positive effect on PPL was found to increase as the parasocial interaction between internet private broadcasting BJ and viewers was higher. Sixth, the positive effect on PPL was found to increase as the subjective social distance between internet private broadcasting BJ and viewers was higher. Seventh, the positive effect on PPL was found to increase as viewers considered that the expertise of internet private broadcasting BJ was higher.

This study is significant in that it presents suggestions to marketers with regard to direction for effective utilization of internet private broadcasting as there have been few studies investigating the advertising effect of internet private broadcasting. Moreover, the results of this study would provide a basis for establishing more efficient and useful marketing strategies in utilization of internet private broadcasting at working level.