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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2019.2
- 수록면
- 49 - 60 (12page)
- DOI
- 10.5143/JESK.2019.38.1.49
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초록· 키워드
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Objective: This study is to propose how to analyze user experience characteristics to native advertisements using signal detection theory.
Background: Native advertising is provided inside contents, and has become one of the most popular advertising technique along with the recent popularization of SNS. To increase the effectiveness of native advertising, it is necessary to design it so that users do not perceive it as an advertisement. However, despite the spread of native advertising, there was a lack of research to analyze users" experience characteristics to native advertising.
Method: In this study, we investigated and analyzed previous studies of native advertising and signal detection theory, and then suggested a method to use signal detection theory to analyze users" experience characteristics to native advertising. Finally, we verified the suitability of the proposed method through simple experiments.
Results: When using signal detection theory to analyze user experience characteristics for native advertising, user responses are divided into "detecting the insertion of an ad", "not detecting the insertion of an ad", "detecting a false ad", and "recognizing no ad". We proposed a method to analyze how sensitive a user is to detect an ad from the content and to analyze how much they are inclined to avoid the ad inserted in the content.
Conclusion: Signal detection theory can be used to an effective method to analyze users" experience characteristics to native advertising.
Application: The results of this study could be effectively used to design evaluation and user experience analysis for native advertising.
Background: Native advertising is provided inside contents, and has become one of the most popular advertising technique along with the recent popularization of SNS. To increase the effectiveness of native advertising, it is necessary to design it so that users do not perceive it as an advertisement. However, despite the spread of native advertising, there was a lack of research to analyze users" experience characteristics to native advertising.
Method: In this study, we investigated and analyzed previous studies of native advertising and signal detection theory, and then suggested a method to use signal detection theory to analyze users" experience characteristics to native advertising. Finally, we verified the suitability of the proposed method through simple experiments.
Results: When using signal detection theory to analyze user experience characteristics for native advertising, user responses are divided into "detecting the insertion of an ad", "not detecting the insertion of an ad", "detecting a false ad", and "recognizing no ad". We proposed a method to analyze how sensitive a user is to detect an ad from the content and to analyze how much they are inclined to avoid the ad inserted in the content.
Conclusion: Signal detection theory can be used to an effective method to analyze users" experience characteristics to native advertising.
Application: The results of this study could be effectively used to design evaluation and user experience analysis for native advertising.
목차
1. Introduction
2. Analysis of Native Advertising Research
3. Native Advertising Analysis using Signal Detection Theory
4. Experiment
5. Conclusion
References
참고문헌 (42)
참고문헌 신청
안대천 / 2012 / SNS유형별 광고속성 평가 및 태도에 관한 연구: 블로그, 트위터, 페이스북, 유튜브의 비교 / 광고학연구 23(3):53~84
안순태 / 2016 / 소셜미디어 네이티브 광고의 감성 자극이 심리적각성과 광고 효과에 미치는 영향에 관한 연구 / 방송통신연구 (95):112~134
Boland, M. / These will be the major players in native advertising in the next five years
변혜민 / 2016 / 소셜 네이티브 광고(Social Native-ads) 태도 및 효과에 관한 연구: 페이스북 스폰서 광고를 중심으로 / 광고PR실학연구 9(3):26~48
Chung, G. / 2004 / The internet advertising attributes' influences on internet user's attitudes toward internet advertising / The Institute for Social Science Research 16(16):123~148
안순태 / 2016 / 소셜미디어 네이티브 광고의 감성 자극이 심리적각성과 광고 효과에 미치는 영향에 관한 연구 / 방송통신연구 (95):112~134
Boland, M. / These will be the major players in native advertising in the next five years
변혜민 / 2016 / 소셜 네이티브 광고(Social Native-ads) 태도 및 효과에 관한 연구: 페이스북 스폰서 광고를 중심으로 / 광고PR실학연구 9(3):26~48
Chung, G. / 2004 / The internet advertising attributes' influences on internet user's attitudes toward internet advertising / The Institute for Social Science Research 16(16):123~148
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