ScholarWorks@숙명여자대학교

초록

This research investigated factors influencing the perceived value of Naver’s Power Content, which is newly developed as a form of native advertising. In particular, the current study categoried the concept of informatinvess into the relevance of information and the usefulness of information. In addition, the current effort added entertainment and deceitfulness in order to explore the factors influencing the perceived value of Power Content as a native advertisement and examined the impact of the perceived value on consumers’ reuse intentions. The results showed that the relevance of information and the usefulness of information directly and positively influence the perceived value of Power Content while entertainment and deceitfulness are not significant factors. Further, the relevance of information and the usefulness of information indirectly have an influence on consumers’ reuse intentions through the perceived value. This research provides advertisers and advertising practitioners with insights into how to construct native advertisements focusing on consumers’ information search behavior.

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