ScholarWorks@숙명여자대학교

초록

This study aimed to verify which message type pursuant to product involvement is able to maximize persuasive effect on Instagram native ads. To achieve objective of this study, 2(product involvement) x 2(message types) factorial design experiment was carried out based on advanced studies. Research has been proceeded as an experimental study. There was interaction effect between product involvement and message type to all of three dependent variables which are attitude toward advertising, attitude toward brand and behavior intention. In high involvement product, rational appealing messages are more effective in all dependent variables, attitude toward advertising, attitude toward brand and behavior intention. In low involvement product, rational appealing messages are more effective only in advertising behavior intention, however, emotional appealing messages are more effective in attitude toward advertising and attitude toward brand. In addition to above, differences of dependent variables were all greater in high involvement products than low involvement products. And differences of dependent variables were very subtle in low involvement products. Based on the result above, this study implies that there is an interaction effect between product involvement and message type in attitude toward advertising, attitude toward brand and behavior intention in terms of persuasive effect of native ad on Instagram. Also, this study has figured out that which message type is more effective on Instagram native ads depending on product involvement.

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