인터넷 동영상 인게이지먼트가 인스트림 광고회피에 미치는 영향: 콘텐츠 유형에 따른 효과차이를 중심으로

정원식,윤성준,담약용 한국고객만족경영학회 2019 고객만족경영연구 Vol.21 No.4

The purpose of this study is to investigate Chinese Internet video users about their attitudes toward and their impact on in-stream advertising in Internet video. In addition, the effect difference between the Internet video interface and the in-stream advertising attitude and ad-hiding was identified depending on the type of content. According to the research, Hypothesis 1 defines how the degree of Internet video information in which users use Internet video affects the attitude of the in-stream advertisement in that Internet video. The analysis results showed that the p value was .133 and the variable was not significant at the significant level. Hypothesis 2's in-stream advertising attitude has a significant effect on an in-stream advertising hedge. The results showed that the in-stream advertising attitude has a significant negative (-) effect on the in-stream advertising hedging. In cases where users have a good attitude toward in-stream advertising from Internet video clips, less ad-hiding behavior has occurred for in-stream advertising has occurred. Therefore, Hypothesis 2 was adopted. Hypothesis 2a confirmed that the degree of in-stream advertising to skip from the in-stream advertising attitude to the extent of the in-stream ad-happiness is different from those to the extent of which the in-stream advertising And we found that in the case of in-stream ads that could skip over in-stream ads that could not be skipped, there were more actions of in-stream ad hedging. Thus, Hypothesis 2a was adopted. Whether the Internet video of Hypothesis 3 has a significant effect on an in-stream advertising hedge has been identified. The results showed that Internet video content has a significant positive effect on ad hedging. It is said that when the user has a higher level of interest in the Internet video, he or she is more likely to avoid the in-stream ads from the video. Therefore, Hypothesis 3 was adopted. Hypothesis 4 validated the medium effect of the in-stream advertising attitude in the relationship between the internet video audience and the in-stream advertising hedging. As a result of the Sobel test, the mediating effect of the in-stream advertising attitude in the relationship between the Internet video audience and the in-stream advertising hedge was 4.7473, which was greater than 1.96, showing statistically significant results under the significant level of 0.05 . Therefore, Hypothesis 4 was adopted. Hypothesis 5 identified how Internet video aggregations for seven types of movies, genre drawings, news, education, physical education, dramas, and other types of content affect the attitude of the in-stream advertising. As a result, there is only one significant variable in physical education and cannot be compared between variables. Internet video content for six types of content, including movies, genre drawings, news, education, drama, and other types of content, did not have a significant impact on the mainstream advertising attitude. Hypothesis 6 identified how Internet video aggregations for seven types of movies, genre drawings, news, education, physical education, dramas and other types of content affect in-stream ad-happiness The results showed that the variables for the final four types of content were not significant. And three variables - movie, physical education and drama - were found to have had a significant impact. Looking at the order of influence, it appeared in the order of physical education, drama, and film. In other words, it was confirmed that the impact of Internet video content on an in-stream ad hedging will vary depending on the type of content. And among the types of content, Internet video on physical education has a greater impact on the in-stream ad-happiness. Thus, Hypothesis 5 was adopted. 본 연구는 중국 인터넷 동영상 이용자들을 대상으로 인터넷 동영상에 선제적으로 등장하는 인스트림 광고에 대한 태도 및 인스트림 광고회피에 미치는 영향에 대해 조사할 목적을 가진다. 또한 콘텐츠 유형에 따른 인터넷 동영상 인게이지먼트와 인스트림 광고태도 및 광고회피의 관계에 있어서의 효과차이를 규명하였다. 연구결과에 따르면 인스트림 광고태도는 인스트림 광고회피에 유의한 부(-)의 영향을 미치는 것으로 나타났다. 또한 인스트림 광고태도는 건너뛸 수 없는 광고와 건너뛸 수 있는 광고는 인스트림 광고회피 정도에 있어서 차이가 있는 것을 확인하였다. 그리고 인터넷 동영상 인게이지먼트가 광고회피에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 인터넷 동영상 인게이지먼트가 인스트림 광고회피에 미치는 영향은 콘텐츠 유형에 따라 달라진다는 것을 확인하였다.

인터넷광고의 표현전략 -제품유형을 중심으로-

류철호,박승환 한국콘텐츠학회 2007 한국콘텐츠학회논문지 Vol.7 No.9

The purpose of this study is to identify the most efficient expression method by analyzing advertising expression method by 16 types of product in internet advertising. First of all, It made inquiries about expression method and attitude of internet advertising for this study and identified a conception, characteristics, and types of internet advertising through literature reviews about internet advertising. This study offered expression the korean alphabet, hangeul about banners ads, sponsorship ads, interstitial ads and pop-up ads.This study analyzed advertising expression, advertising effectiveness and advertising attitude by 16 types of product in internet advertising.In conclusion, the marketers of internet advertising have to effort to make internet advertisements that suit their advertising purpose by using the right expression method of internet advertising because they know internet advertising are quite different the expression method, advertising effectiveness, and advertising attitude. And they have to convert negative attitude or medium size attitude of internet advertising into positive attitude in the future. 본 연구의 목적은 인터넷광고 16개 유형을 대상으로 제품별 표현방법, 표현효과 및 태도 등을 분석하여 보다 효과적인 표현전략을 제안하는데 있다. 이를 위해 문헌연구를 통해 인터넷광고의 유형, 개념 및 특성을 확인하였고, 인터넷광고의 태도 및 표현방법에 관한 선행연구를 검토하였다.또한 본 연구에서는 베너광고, 스폰서쉽광고, 삽입광고, 팝업광고 등을 띠광고, 도움광고, 틈새광고, 튐광고 등의 한글로 제안 하였다.연구결과 제품 및 서비스 유형에 따라 공통적인 표현전략이 존재하기 때문에 유형별로 표현방법을 범주화시킬 필요가 있다. 형태, 위치, 크기, 표현, 관점, 구성, 시간요소, 판매지향점, 소구점 요인에서는 상호 유사한 표현방법을 구사하고, 카피 요인 및 소구에서는 유형별로 각기 다르게 표현해야 할 것이다. 또한 기업은 인터넷광고의 표현전략 중 소구를 할 때 자신의 업종에 대한 이미지를 강하게 심어줄 수 있는 주제를 선정하고 유형에 따라 적합한 표현을 하여야 할 것이다.

인터넷 광고 속성이 인터넷광고에 대한 태도에 미치는 영향

정걸진,계은애 慶北大學校 社會科學大學 2004 社會科學 Vol.16 No.-

이 연구는 인터넷 광고의 속성이 인터넷 광고에 대한 태도형성에 어떠한 영향을 미치는가를 살펴본 연구이다. 정보성, 오락성, 상호작용성, 짜증이라는 인터넷 광고의 속성이 광고에 대한 태도에 유의한 영향을 미치는 것으로 나타났다. 인터넷 광고의 정보성이 많을수록, 오락성이 강할수록 인터넷 광고에 대한 태도는 보다 긍정적으로 나타난 반면에 짜증이라는 부정적 속성이 강할수록 광고에 대한 태도는 보다 부정적으로 나타났다. 그런 상호작용성 속성은 광고태도에 유의한 영향을 미치지 않았다. 인터넷 광고의 네가지 속성 가운데 태도형성에 가장 영향을 미치는 속성은 부정적 자극 속성인 짜증이었다. 즉 인터넷 광고의 구조, 위치, 기법, 기능 등으로 인해 불편과 혼란 짜증을 이용자들이 느끼고 있으며 이것이 광고태도에 부정적이고 비호의적인 태도를 형성하는데 가장 많은 영향을 미치고 있는 것으로 나타났다. The internet advertising has been rapidly gaining ground in resent years. However, there is research on the user's general perceptions that affect attitudes toward internet advertising has not much been done. So, this study have two main objective. The first objective is how internet users perceive internet advertising attributes such as informativeness, entertainment, interactivity and irritation. The second objective is to examine how those attributes influence on the attitudes toward general internet advertising. Test results are as follows: The internet advertising's attributes such as informativeness, entertainment, interactivity and irritation have on effects on the internet user's advertising attitudes toward general advertising. Specifically, those attributes such as irritation, entertainment and Informativeness as perceptual antecedents of the internet advertising exert influence on the internet user's general advertising attitude. That is, internet users(or consumers) who perceive entertainment, informativeness important tend to have more positive attitudes toward advertising than others. In contrast, internet users(or consumers) who perceive irritation as an irritating and unwanted influence tend to have negative attitudes toward internet advertising than others.

인터넷광고의 법적 의의에 관한 일고찰

이민영 성균관대학교 법학연구원 2008 성균관법학 Vol.20 No.3

From our constitutional setup which adopts a free democracy with basic principle, the commercial expression belongs as well to category of freedom of expression as political opinion or ideology and personal belief. Therefore the advertising, which is one form of commercial expression and propagates ideological, knowledge, information etc. in the unspecific majority, becomes the protected object of constitution guaranteeing the freedom of expression. Internet advertising is understood width most widely with Internet marketing communication activities and conceptualized as the advertisement which is delivered in internet protocol methods. On the other hand, with following hereupon mobile advertising which takes marketing advertisement through mobile media leads to be excluded from the range and conceptual characteristic of internet advertising. So it is entirely meaningful to conceptualize and designate the advertisement communicating with customers by the medium of internet as online advertizing, because mobile advertising can belong to the realm of online advertizing. Synthetically speaking, it stands to reason that internet advertising be communication form on which conceptual definition of advertising encounters the facts related to internet. As an actual condition where the internet advertising extends in many sidedness is very complicated, it is nevertheless not so simple to define the concept of internet advertising. From this angle of vision, it would be necessary to style advertising communicated by the medium internet online advertising which is a wider concept merging internet advertising with mobile advertising for the purpose of making up in protection and extension of the internet advertising users' rights and interests.

인터넷광고의 법적 의의에 관한 일고찰

이민영(LEE, Min-Yeong) 성균관대학교 비교법연구소 2008 성균관법학 Vol.20 No.3S

From our constitutional setup which adopts a free democracy with basic principle, the commercial expression belongs as well to category of freedom of expression as political opinion or ideology and personal belief. Therefore the advertising, which is one form of commercial expression and propagates ideological, knowledge, information etc. in the unspecific majority, becomes the protected object of constitution guaranteeing the freedom of expression. Internet advertising is understood width most widely with Internet marketing communication activities and conceptualized as the advertisement which is delivered in internet protocol methods. On the other hand, with following hereupon mobile advertising which takes marketing advertisement through mobile media leads to be excluded from the range and conceptual characteristic of internet advertising. So it is entirely meaningful to conceptualize and designate the advertisement communicating with customers by the medium of internet as online advertizing, because mobile advertising can belong to the realm of online advertizing. Synthetically speaking, it stands to reason that internet advertising be communication form on which conceptual definition of advertising encounters the facts related to internet. As an actual condition where the internet advertising extends in many sidedness is very complicated, it is nevertheless not so simple to define the concept of internet advertising. From this angle of vision, it would be necessary to style advertising communicated by the medium internet online advertising which is a wider concept merging internet advertising with mobile advertising for the purpose of making up in protection and extension of the internet advertising users' rights and interests.

지적재산권과 불법행위의 경계에서 발생한 인터넷 광고 분쟁의 법적기준 마련 방안에 관한 연구 - 대법원 2010.8.25.자 2008마1541 결정을 중심으로 -

김성진 한국경영법률학회 2016 經營法律 Vol.26 No.4

With respect to the Internet trademark, domain disputes were main stream but this problem had resolved by the legislation of cybersquatting doctrine. The current biggest problem is the Internet advertising. The Internet advertising can be classified into the following three types; pop-up, pop-under, and pop-over advertising. The pop-over advertising appeared on the webpages by covering the original Internet advertising in the webpages. Internet advertising is emerging as a real dispute between internet marketers and website operators of Internet portals by damaging to both Internet users and Internet companies. The Supreme Court did not show clear position about this situation, so legal principle about Internet advertising dispute had not been established until the current Supreme Court‘s Decision. This article discusses the criteria of the Supreme Court which has presented the legal principles relating to Internet advertising dispute by reviewing the discussion in South Korea and the United States. This criteria provides predictable standard for the Internet industry including Internet users, Internet marketing companies, and Internet portal operator to facilitate the growth of the Internet industry. This article focuses on discussing whether tort claims and the preliminary injunction can be allowed when Internet advertising causes the problem of unfair competition. In details, part II reviews the detail facts and holdings of the Supreme Court‘s Decision. Part III addresses the infringement of intellectual property rights in the Supreme Court‘s case. Part IV finds out whether tort claims can be allowed when Internet advertising causes the problem of unfair competition. Part V discusses whether the preliminary injunction can be allowed in the Supreme Court‘s case through comparative legal analysis between South Korea and the United Sates. Part VI reviews the controversial views which has criticised the Supreme Court’s holding allowing tort claims and the preliminary injunction when Internet advertising causes the problem of unfair competition, and lastly, as a conclusion, provides the justifications for Supreme Court’s holding. 새로운 지적재산이 출현하면 기존의 지적재산권법 영역에 의해 보호받을 수 있는 범위 내의 권리라면 부정경쟁방지법과 지적재산권 관련 법률에 의하여 보호하면 충분하지만 급변하는 오늘날의 사회는 기존의 법률들만으로는 이러한 모든 분쟁을 포괄하여 관할하는 것은 사실상 불가능하므로 그 새로운 권리와 관련된 분쟁해결에 있어 법적 흠결이 생길 수밖에 없다. 최근 우리나라의 학계와 법원은 지적재산권을 관할하는 법 영역에 들지 않는 부정한 경쟁행위에 대한 입법의 흠결을 민법 750조의 불법행위법을 넓게 적용하여 해결하고자 하는 추세를 보인다. 부정경쟁방지법과 지적재산권 관련 법률에 규정되어 있는 부정경쟁행위에 해당하지 않더라도 상기한 바와 같이 부정한 경쟁행위로서 불법행위에 해당하여 민법 750조의 불법행위법으로 해결이 가능하다. 이러한 경우에 새로운 유형의 지적재산 소유자는 손해배상의 청구가 가능할 것이다. 그러나 부정한 경쟁행위가 불법행위에 해당한다하더라도 손해배상 청구에서 더 나아가 그 행위의 금지 또는 예방까지 청구할 수 있는지 여부가 문제가 되었다. 우리나라 학계의 전통적 견해는 금지청구권을 인정하기 위해서는 침해된 권리가 배타적 권리일 것을 요한다는 입장이었다. 그러나 사회의 변화에 따라 각종 권리와 분쟁이 새롭게 발생하는 부정경쟁행위 영역에서 금지청구권을 인정할 필요성이 커지고 있기 때문에 최근 학계에서는 침해된 권리가 반드시 배타적 권리가 아니더라도 불법행위에 기한 금지청구권이 인정될 수 있다고 태도를 바꾸는 추세이다. 대법원 판례에 의하면, 금지청구의 근거 규정이 법률에 없는 경우에 인격권 침해와 환경권 침해에 대하여 금지청구권을 허용하고 있지만 부정경쟁행위의 경우에는 명시적으로 금지청구권을 인정하거나 부정한 판례가 없었다. 그러나 대상사건의 결정으로 대법원이 물권적 또는 절대권적 권리가 침해되지 않았음에도 신청인의 금지청구권을 인정하여 최근에 학계에서 제안하는 금지청구권의 확대를 수용하였다.

중국 인터넷 광고의 현황과 전망

이동진 광운대학교 인문사회과학연구소 2001 인문사회과학논문집 Vol.30 No.-

The internet advertising was begun in March, 1997 in China. The first one was Intels banner advertising on Chinabyte.com. On the base of the great scale of population and high growth of China economic, more and more internet advertising has been used. Now it is the important mass media which different from four big media. In this study the author proposed the future direction of internet advertising development in China under analysis of present conditions and problem with. First, internet advertising in China will maintain great development with the growth of internet user. High growth of Chinese economic will support its capability also. Second, foreign advertiser will also play leading role in internet advertising market in China, as they are the main advertisers and they hold the knowhow. With the China join WTO, more and more foreign advertising company who have great funds and skill will enter internet advertising market in China. If they want make success they must to understand the Chinese netizens property, because the mouse are in the Chinese netizens hands who expose to the advertisement.

인터넷 동영상 서비스의 독립형광고 효과연구

김지호(Gho Kim),임영덕(Young Duck Lim) 한국광고홍보학회 2007 한국광고홍보학보 Vol.9 No.4

본 연구는 인터넷 광고의 효과에 영향을 미치는 변인을 밝히고, 실제 이용되고 있는 비히클(vehicle)의 사용자를 대상으로 실험을 진행하며, 그 로그(log) 데이터를 바탕으로 독립형 인터넷 광고의 효과를 연구하여 실험실 연구의 여러 가지 한계점을 최소화함으로써 실제와 근접한 결과를 마련하고자 하였다. 이를 위해 선행 연구들을 통해 인터넷 광고에 영향을 미치는 것으로 밝혀진 자극성, 관여, 소구유형 등의 변인 세 가지를 도출해 내어 3×2×2 조건을 처치하는 실험을 수행하였다. 연구 결과, 자극성과 관여, 소구유형이 모두 클릭을 유도하는데 유의미하게 작용하였다. 자극성의 증가는 광고의 클릭을 높여주었고, 고관여 광고는 저관여 광고보다 클릭이 높았으며, 유머소구는 정보소구보다 클릭이 높았다. 또한 자극성이 증가하면 광고에 대한 태도와 제품태도, 제조사태도가 모두 낮아졌다. 고자극은 저자극보다 태도가 낮았지만, 중자극은 저자극보다 광고에 대한 태도, 제품태도 제조사태도가 모두 높았다. 또한 고관여는 저관여보다 모두 높은 태도를 나타냈고, 정보소구와 유머소구 역시 모두 높은 태도를 나타냈다. The purpose of this research is to explore the effects of Internet advertising and to introduce new type of internet advertising, Stand Alone Internet Advertising. This study explores the effects of different levels of sensation, involvement and types of advertisement appeal to internet advertising effectiveness. And we research the advertising clicks and advertisement attitude, product attitude company attitude of advertising through the log data of AD server. To test above variables, 3(sensation)×2(involvement)×2(types of advertising appeal) factorial experimental design is used. And real vehicle, The Adrenalin, multimedia player like Windows Media Player of Microsoft, is Used. It has impressed 1,805,209 times to 1,164,888 peoples based on reach value. The results of the experimental analysis was found that the degree of sensation and degree of involvement had significantly positive relationship with advertising clicks. And humor type of advertising appeal had more clicks than the other. However, sensation had significantly negative relationship with advertising attitude, product attitude and company attitude. But mid-sensation treatment advertisement had the most high attitude. And high involvement advertising, non-humor advertising had significantly higher attitude.

인터넷 의류광고 유형이 인터넷 광고 효과에 미치는 영향

고은주,목보경 한국의류학회 2002 한국의류학회지 Vol.26 No.9,10

The purpose of this study was 1) to investigate the current situation of internet advertising, 2) to examine the relationship between the advertising type and internet advertising effects, 3) to examine the relationship between internet advertising effects and purchase intention. A sample of 152 apparel consumers participated in this survey research. The survey of design with a Questionnaire was employed and descriptive statistics and ANOVA were used for data analysis. Three types of fashion advertising, banner type, we bsite type, email type were used for the data collection. for each type, two samples were included. The highest scores in the attitude to advertising and in the attitude to brand were found at the banner type, The highest score in the attitude to product was found at the email type. Significant relationships were found between the advertising type and the effect of internet advertising(i.e., attitude to advertising attitude to product). The attitude to brand was not related to the advertising effect, Also, the significant relationship between all advertising effects and purchase intention were found. Internet advertising information assembled in the review of literature and the results from this empirical study provide direction for organizations who are developing internet marketing or internet advertisement.

인터넷 광고 심의에 대한 법적 고찰

이승선(Seung Sun Lee) 한국광고홍보학회 2010 한국광고홍보학보 Vol.12 No.4

인터넷 광고는 비약적인 성장을 계속하고 있다. 동시에 인터넷 광고에 대한 심의규제의 필요성도 더욱 강해지고 있는데 현실적으로 인터넷 광고를 심의하고 규율할 수 있는 체계화된, 단일 법령은 부재한 상황이다. 기존의 광고체계에 적용되는 ‘표시광고법’이 여전히 인터넷 광고의 심의규제에 활용되고 있다. 또 ‘정보통신망법’도 인터넷상의 광고정보를 심의하고 규제하는 데 적용 가능하다. 이 연구는 인터넷 광고의 심의에 적용되는 법적 체계를 고찰하는 데 목적이 있다. 구체적으로 현행 법령들이 ‘광고’ 및 ‘인터넷 광고’에 대한 법적인 정의를 명확히 내리고 있는지, 그리고 어떤 법령들을 인터넷 광고의 심의규제에 적용할 수 있는지 분석하고 평가하였다. 연구 결과 우리 법령은 ‘인터넷 광고’에 대해 제대로 된 정의를 내리고 있지 않으며 ‘광고’에 대한 정의마저 ‘영리목적의 광고성 정보’, ‘광고성 정보’, ‘영리목적의 광고’ 등 다양하게 나타나 규제원칙 중의 하나인 명확성의 원칙을 지키지 못하고 있다. 이로 인해 규제의 방식과 규제의 범위, 규제의 주체에 대한 혼선이 발생할 수 있다. 이 연구는 인터넷 광고 심의의 법적인 문제점을 지적하는 동시에 자율규제의 중요성을 제안하고 있다. Internet advertising expenditure of Korea reached 1,243 billion Won in 2009 and it shares above 17.1% of total advertising expenditure in Korea. Because the internet advertising is the phenomenon that extends many quarters, defining the concept is not that simple. However in this study, the concept of Internet advertising could be defined as whole type of marketing and advertising activities via on-line including blog, homepages, website and other various format of advertising. This study analyzes domestic law regarding internet advertising deliberation system. In Korea, there are a lot of laws which proclaim and enforce regulations on the internet advertising review, for examples, Law of Manifestation and Advertisement, Act on Promotion of Information and Communications Network Utilization and Information Protection, etc.. This study suggests several solutions such as self-imposed review system on internet advertising and post legal-regulation on illegal activities. The self-review on the internet advertising contents needs spontaneous agreement and practice of the government, internet business and private sectors. It requires also the government`s support and reliance of the internet business in order to achieve the goal of the self-review.