온라인 미디어시장에서의 광고 콘텐츠 광고수용도 연구

This study has considered types of contents, types of sub-genres, types of devices, and types of advertising methods as key factors to affect the consumers" acceptance. Based on the factors this study has also developed the hypotheses on how the impacts of each factors are different in terms of consumers" acceptance of online ads. This study has employed OO TV data, which was a real-data, from OO company in order to test the hypotheses and tested the hypotheses by using ANOVA techniques. Based on the results, all hypotheses in this study are significantly supported. More specifically, this study found that the effects on consumers" acceptance of online ads would be different by depending on types of contents, types of sub-genres, types of devices, and types of advertising methods (i.e., Digital Video in-stream advertising). Based on empirical findings, this study offers new practical insights to better understand how online ads has to be configured to meet online consumers" interests by drawing real-data of online ad contents.