ScholarWorks@숙명여자대학교

초록

The purpose of this study is to examine whether online personal broadcasting BJ as a source of information has a positive effect on users and verify whether online personal broadcasting platform is useful for conveying messages and contents related to brand and product. The detailed research objectives were designed to verify the influence of the attributes (attractiveness, credibility) of online personal broadcasting BJ on viewing engagement perceived on media channels, interactivity, and perceived enjoyment, as well as the effect of viewing engagement perceived on media channels, interactivity, and perceived enjoyment on information usefulness, acceptance intention, brand attitude, and purchase intention of users. The results of analysis show that credibility, rather than attractiveness of BJ, has a highly positive effect on immersion in viewing engagement, interactivity, and perceived enjoyment. It has been also proved that there is a highly positive causal relationship between credibility of BJ on the one hand, and viewing engagement, interactivity, informationusefulness, acceptance intention, brand attitude, and purchase intention of users on the other. These results can be used to predict that users will be able to recognize and positively accept information on various messages and contents about brands and products provided through online personal broadcasting, and such information will help to induce users’ favorable attitude toward a brand and their intention to purchase the brand or products. In conclusion, when messages about a brand and products are transmitted through a reliable online personal broadcasting BJ, exposure to repeated messages would be able to change users’ attitude to the messages as well as obtain the learning effect of the messages that enterprises pursue. This will result in low cost and high efficiency,and in terms of advertising effectiveness it will motivate high performance in a short period of time. The significance of the results of this study consists in that they proved the practical value of broadcasting of online one person media, which has been dramatically developing as a new platform of advertising promotion.

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