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DOI :
Journal Korea Society of Visual Design Forum , Vol.84, No.0, 229 ~ 239, 2024
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| Title |
| The Effect of Paid Advertisement Recognition on YouTube User Experience - Focusing on Female Users in 20s and 30s - |
| 이슬기 Seulgi Lee , 나재휘 Jeahwi Na , 신영미 Youngmi Shin , 이은진 Eunjin Lee , 윤재영 Jae Young Yun |
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| abstract |
| After the controversy over undisclosed advertisements on YouTube in 2020, it became mandatory to display paid advertisements on the platform. The Fair Trade Commission announced six types of paid advertisement disclosures for the YouTube platform. However, no research has been conducted on how these advertisement disclosures affect users who watch the content. Therefore, this study aims to investigate how the recognition of paid advertisement disclosures affects user experience and to draw conclusions accordingly.
Methods Following the guidelines for disclosing paid advertisements on YouTube distributed by the Fair Trade Commission, experimental videos were produced in five different types. The experiment targeted 50 female users in their 20s and 30s, who were asked to complete a prepared questionnaire after watching the experimental videos.
Result The study found that user preferences and trust levels varied depending on whether they recognized the type of paid advertisement disclosure. It was observed that as the recognition of paid advertisement disclosure increased, the content's preference and trust levels also increased. The discomfort variable, however, did not achieve model fit significance.
Conclusion The recognition of paid advertisement disclosures had a significant impact on content preference and trust. The recognition variable positively influenced the enhancement of content preference and trust. This suggests that when users recognize content as being paid advertisements, their preference and trust in the content can increase. |
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| Key Words |
| 광고, 유튜브, 유료광고, 유료광고 표시, 사용자경험, Advertisement, YouTube, Paid Advertisement, Paid Advertisement Disclosure, User Experience |
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