ScholarWorks@숙명여자대학교

초록

For today's children living in the age of digital media, the platform YouTube is not a purposeful space for information search and entertainment but a daily space to experience socialization and explore peer culture. Paying attention to the media use environment and usage behavior of children who have changed like this, I tried to find out the effect of advertising on children, focusing on YouTube, the most used video platform by children. To this end, children were directly targeted, and according to the type of children's advertising, the intimacy of information sources and the satisfaction of using the platform were examined to see how they affect advertising attitudes. In addition, I investigated whether persuasion knowledge about advertising executed on the YouTube platform moderated the effect of advertising on informant intimacy and satisfaction with platform use. As a result of surveying 134 children aged 5-6 years, it was found that the higher the intimacy according to the type of information source for children's advertising, the more significant the effect on the advertising attitude. Second, it was found that the higher the user satisfaction of the YouTube platform, the more significant the effect on advertising attitude. Finally, persuasion knowledge on YouTube platform advertising was found to moderate the influence of information source intimacy and platform use satisfaction according to influencer and child model advertising on advertising attitude, but information source intimacy and platform use satisfaction according to animation character advertising It was found that there was no moderating effect on advertising attitude.

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