| Abstract |
| UCC recently became a popular topic in the internet business. This study tried to examine the effects of PPL in on-line UCC with particular focus on how its styles affect the consumer attitudes. After asking subjects to watch UCC manufactured with the identical environmental and contents and visual, aural, and audio-visual PPL elements inserted, an attempt was made to investigate users` attitudes toward UCC and PPL products(recollective reaction, attitude toward products, purchase intention) in term of involvement in PPL products.
The results of the study showed that, as for attitudes toward UCC by different PPL expression styles, the audio-visual expression style showed higher satisfaction with UCC than other groups. But there was no significant difference among PPL expression styles in terms of recollective reaction and purchase intention. And the audio-visual group showed more positive attitudes toward products than visual or aural group. There were interactive effects between PPL expression style and the attitude toward products, but no such effects were observed for purchase intention. |
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| Key Words |
| UCC, PPL, 온라인광고, Online Advertising |
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