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논문 기본 정보

자료유형
학술저널
저자정보
이예진 (한국기술교육대학교) 정광태 (한국기술교육대학교)
저널정보
대한인간공학회 대한인간공학회지 대한인간공학회지 제38권 제1호
발행연도
2019.2
수록면
49 - 60 (12page)
DOI
10.5143/JESK.2019.38.1.49

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이 논문의 연구 히스토리 (2)

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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.

목차

1. Introduction
2. Analysis of Native Advertising Research
3. Native Advertising Analysis using Signal Detection Theory
4. Experiment
5. Conclusion
References

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UCI(KEPA) : I410-ECN-0101-2019-530-000465218